Petxl

What Petxl does

Petxl is a privately held Norwegian omnichannel pet retailer founded in 2016 and headquartered in Oslo. The company operates a national e-commerce platform at petxl.no alongside a network of physical retail stores spread across Norway, generating the majority of its revenue from direct sales of pet food, accessories, cages, and equipment for dogs, cats, small animals, fish, birds, and reptiles. Its catalog spans more than 1,000 SKUs in core categories such as cat food alone, distributed across premium third-party brands (Royal Canin, Hills Science Plan, Eukanuba, Orijen, Acana, Farmina, PURINA Pro Plan) and its own proprietary brands (PetXL, Selected by ZOO, ZOO GOOD, Nordic Nature).

Beyond retail, Petxl has extended into adjacent pet care services. The PetXL Grooming Academy operates professional dog grooming salons at nearly all warehouse locations, while VetXL functions as an integrated veterinary clinic concept co-branded with Petxl. The company also operates a subscription service (PetXL Abonnement) that delivers recurring orders at the lowest available price with no binding period, creating a recurring-revenue layer on top of one-time purchases. Distribution is exclusively domestic (Norway), and go-to-market is direct-to-consumer, supported by seasonal promotional campaigns (Sommerfest with up to 50% discount), segmented email newsletter marketing, and a content blog providing pet care advice. Pricing is in Norwegian Kroner across unit pricing and subscription tiers, with free shipping above 599 kr. The business model is fundamentally a traditional specialty retailer with service extensions rather than a technology-driven platform.

Name

Petxl

Website

https://petxl.no

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Pet Retail

NAICS

Pet and Pet Supplies Retailers (45991), Pet Care (except Veterinary) Services (81291), Veterinary Services (54194)

akta.pro primary industry

Pet Supplies Omnichannel (CRAFAEAJ)

akta.pro secondary industries

Pet Services (Grooming, Training, Daycare) (CRALAIAJ), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters) (CRALAHAL)

Keywords

• Pet food retail
• Pet accessories
• Dog grooming services
• Veterinary clinics
• Pet subscription delivery

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Pet product retail sales: PetXL operates as an omnichannel pet retailer generating revenue through direct sales of pet food, accessories, and related products both via its e-commerce platform (petxl.no) and physical retail stores across Norway. The company also offers subscription plans for recurring deliveries, providing a recurring revenue stream alongside one-time purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

PetXL operates an omnichannel pet retail business in Norway, selling pet food, accessories, and equipment for dogs, cats, small animals, birds, fish, and reptiles through its e-commerce site (petxl.no) and a network of physical retail stores nationwide. The company also offers dog grooming services (PetXL Grooming/Hundefrisør), veterinary services through the VetXL clinic concept, and a subscription program (PetXL Abonnement) for recurring delivery of pet products at the lowest available price.

Product overview

PetXL is Norway's leading pet store, operating both online and with physical stores nationwide. The company offers a comprehensive product portfolio centered around pet food and accessories across six animal categories: dogs, cats, small animals, fish, birds, and reptiles. The core offering includes a wide range of pet food brands (Eukanuba, Hills Science Plan, Royal Canin, Orijen, Acana, Bozita, Farmina N&D, PURINA Pro Plan, Carnilove, Monster Pet Food, My Favourite DOG/CAT) complemented by own-brand lines (Selected by ZOO, ZOO GOOD, Nordic Nature). Services include professional dog grooming (Hundefrisør) at nearly all warehouse locations and VetXL veterinary clinics. The company also offers a subscription service (PetXL Abonnement) for automatic deliveries. Major third-party accessory brands include Trixie (German pet equipment with 6000+ articles), Hunter (collars and leashes), Non-stop dogwear (technical dog wear), Rauh! (Finnish natural chew bones), Pritax (lick mats), and Tractive (GPS trackers). Veterinary therapeutic brands include Hill's Prescription Diet. Products span dry food, wet food, treats, toys, beds, grooming supplies, and health accessories.

Differentiator

Problem solved

Functional benefit

Brands

• VetXL: Veterinary concept/clinic brand operated by PetXL

Products and services

• Pet Food (multi-brand) Multi-brand pet food assortment for dogs, cats, small animals, birds, fish, and reptiles, including premium lines (Orijen, Acana, Royal Canin, Eukanuba, Hills Science Plan, Farmina N&D, Bozita, Purina Pro Plan, Carnilove, Monster Pet Food), value lines (ZOO GOOD), and veterinary therapeutic diets (Hill's Prescription Diet, Eukanuba Veterinary Diets). Offered across dry food, wet food, treats, and breed- or life-stage-specific formulations.
• Pet Accessories and Equipment Accessories and equipment for dogs, cats, small animals, birds, fish, and reptiles sourced from brands such as Trixie (6,000+ articles including bowls, beds, toys, grooming supplies), Hunter (collars, leashes, harnesses), Non-stop dogwear (technical harnesses and rain protection), Pritax (lick mats and calming products), Tractive (GPS trackers), and Rauh! (natural chew bones). Includes the Selected by ZOO own-brand accessory line.
• PetXL Dog Grooming (Hundefrisør) Professional dog grooming services operated by PetXL Grooming Academy and available at nearly all PetXL warehouse locations across Norway. Used by Norwegian dog owners for in-person grooming appointments co-located with retail stores.
• VetXL Veterinary Clinics Veterinary services delivered through VetXL, PetXL's integrated veterinary clinic concept co-located with or branded alongside PetXL stores and the website. Used by Norwegian pet owners seeking veterinary care from the same trusted brand as their pet retail purchases.
• PetXL Subscription (PetXL Abonnement) Recurring-delivery subscription service for pet products offering the always-lowest available price with no binding period, flexible delivery intervals, and the ability to pause or cancel at any time. Used by Norwegian pet owners wanting automatic replenishment of pet food and supplies.
• Own-Brand Pet Products (Selected by ZOO, ZOO GOOD, Nordic Nature) PetXL's portfolio of own-brand product lines: Selected by ZOO (grooming tools, bedding, bowls, and accessories), ZOO GOOD (value-tier nutrition for dogs and cats), and Nordic Nature (Norwegian-made pet food using Norwegian raw materials, produced domestically). Used by Norwegian pet owners seeking either affordable nutrition or domestically sourced alternatives.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• VetXL DyreklinikkcoreStrategic or Co-development PartnerVetXL is PetXL's veterinary concept — a network of veterinary clinics integrated into the PetXL brand. The VetXL clinics are co-located with or branded alongside PetXL stores and website, providing veterinary services to pet owners who shop at PetXL. PetXL directs customers to VetXL as its integrated veterinary service offering.
• PetXL Grooming AcademycoreStrategic or Co-development PartnerPetXL Grooming Academy is the company's dog grooming salon concept, with grooming services available in almost all PetXL warehouse locations. The academy also manages recruitment for grooming positions, directing job seekers to dedicated grooming job listings. This extends PetXL's service offering beyond retail into professional pet services.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Pets at Home: UK-listed omnichannel pet retailer with integrated veterinary (Vets4Pets) and grooming services — the cleanest publicly traded analog of PetXL's retail + vet + grooming combination, though operating at greater scale in a larger market.
• Chewy: US-listed online pet retail and pharmacy leader with Autoship subscription model. Comparable to PetXL on e-commerce assortment and subscription mechanics, providing a benchmark for digital scale economics.
• Musti Group: Leading Nordic pet specialty retailer and vet services operator (Finland/Sweden/Norway) operating chains such as Musti ja Mirri and Animagi. Directly comparable omnichannel model with integrated veterinary care, though at much larger scale.
• Fressnapf: Europe's largest brick-and-mortar pet retailer (Germany-headquartered) with thousands of stores across multiple countries. A broad incumbent comparable on omnichannel grocery-of-pet model, though typically at much larger scale.

Others

• AniCura: Large Nordic veterinary clinic network, comparable to PetXL's VetXL veterinary concept in clinical service offering, ancillary to but distinct from PetXL's retail core.
• Evidensia Dyreklinikk: Nordic veterinary clinic chain with Norwegian locations, providing a direct comparable for the VetXL Dyreklinikk sub-brand's clinical and operational model.

Direct peers

• Zoo.no (Zoo Evje): Major Norwegian omnichannel pet retailer with stores and an online storefront, directly competing with PetXL for Norwegian pet owner wallet share across food, accessories, and live animals.
• Zooplus: Europe's largest online-only pet retailer, shipping into Norway. Competes directly on price and assortment for branded pet food and accessories, putting structural pressure on PetXL's subscription and e-commerce economics.
• Arken Zoo: Largest Nordic pet retail chain (Swedish-rooted) operating physical stores across Scandinavia, with comparable category breadth in food, accessories, and small animals — a direct cross-border comparable to PetXL.
• Maxi Zoo (Norway): European pet specialty retailer with a Norwegian store footprint, offering a similar assortment of branded pet food, accessories, and in-store services, directly competing with PetXL in the domestic market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

• Xx.com/petxl_norge
• Facebookfacebook.com/PetXL.no
• LinkedInlinkedin.com/company/petxl

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Petxl