Petworld

What Petworld does

Petworld operates in the Norwegian market as PetXL (petxl.no) and describes itself as Norway's leading pet store. The company runs an omnichannel pet retail business, combining a comprehensive e-commerce platform with physical retail stores distributed across Norway. Its assortment spans six pet categories — dogs, cats, small animals, fish, birds, and reptiles — and includes premium branded nutrition (Eukanuba, Acana, Orijen, Royal Canin, Hill's Science Plan), its own private-label brands (ZOO GOOD, Nordic Nature), accessories, and connected hardware such as GPS trackers. Pricing is unit-based in Norwegian Krone, supported by regular promotional campaigns offering 10–50% discounts.

Beyond product sales, PetXL generates service revenue through in-store dog grooming (Hundefrisør) and veterinary clinic operations under the VetXL Dyreklinikk subsidiary, and operates a subscription service (Abonnement) for recurring deliveries. GTM is direct-to-consumer across both online and physical channels, with supporting marketing through email newsletter, content/blog, promotional campaigns, and brand partnership placements. Dedicated programs target niche Norwegian segments, including a breeder club (Oppdretterklubben) and a hunter discount program (Jegerrabatt). The company is privately held, headquartered in Oslo, and was founded in 2013, with 11–50 employees disclosed.

Name

Petworld

Legal name

PetXL

Website

https://petworld.no

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

PetXL, operating under the Petworld name, is a Norway-based omnichannel pet retailer selling food, accessories, and supplies across six pet categories via petxl.no and physical stores nationwide. It complements retail with dog grooming, a VetXL veterinary clinic, subscription deliveries, and niche programs for breeders and hunters.

Ownership category

akta.pro rank

Product category

Pet Retail

NAICS

Pet and Pet Supplies Retailers (45991), Pet Care (except Veterinary) Services (812910), Veterinary Services (54194)

akta.pro primary industry

Pet Supplies Omnichannel (CRAFAEAJ)

akta.pro secondary industries

Pet Food & Treats Retail (CRALAHAB), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters) (CRALAHAL)

Keywords

• Pet retail
• Pet food supplies
• Dog grooming services
• Veterinary clinic services
• Pet accessories

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Revenue generated from selling pet food, accessories, toys, and supplies through both online and physical retail channels. Products include premium brands like Eukanuba, Acana, Orijen, Royal Canin, Hill's Science Plan, and private label brands like ZOO GOOD and Nordic Nature.
2. Subscription Service: PetXL offers a subscription service (Abonnement) allowing customers to set up recurring deliveries of pet products, providing predictable recurring revenue and customer retention.
3. Services: Revenue from dog grooming services (Hundefrisør) and veterinary clinic services through VetXL Dyreklinikk.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

PetXL is Norway's leading omnichannel pet retailer, selling pet food, accessories, toys, and supplies for dogs, cats, small animals, fish, birds, and reptiles through an e-commerce platform (petxl.no) and physical stores nationwide. The offering is broadened by in-store dog grooming services (Hundefrisør) and an owned veterinary clinic (VetXL Dyreklinikk), plus a recurring-delivery subscription (Abonnement). Premium third-party brands (Eukanuba, Acana, Orijen, Royal Canin, Hill's Science Plan) and private-label lines (ZOO GOOD, Nordic Nature) make up the curated product assortment.

Product overview

PetXL.no is Norway's leading pet store, operating both online and physical retail locations nationwide. The company offers a comprehensive portfolio of pet products organized around core retail services, in-store grooming (Hundefisør), and veterinary care through VetXL Dyreklinikk. The product catalog spans major pet food sub-brands including Eukanuba, Hills Science Plan, Royal Canin, Acana, Orijen, ZOO GOOD, and Nordic Nature, alongside general pet supplies, accessories, and an outlet section for discounted items. The offering covers all major pet categories: dogs, cats, small animals, fish, birds, and reptiles.

Differentiator

Problem solved

Functional benefit

Brands

• VetXL: Veterinary clinic services - referenced as VetXL Dyreklinikk on the website

Products and services

• PetXL.no Online Pet Store Norway's leading online pet store offering a wide selection of quality pet products for dogs, cats, small animals, fish, birds, and reptiles, available nationwide via the petxl.no e-commerce platform.
• PetXL Subscription (Abonnement) Recurring-delivery subscription service allowing customers to set up automated, periodic shipments of pet products (food, litter, supplies) for predictable replenishment.
• Hundefrisør (Dog Grooming) Professional dog grooming service offered at PetXL's physical store locations in Norway, including dryers and grooming equipment product ranges visible on petxl.no.
• VetXL Dyreklinikk (Veterinary Clinic) Veterinary clinic service operated by the company, providing pet healthcare to PetXL customers and integrated with the retail offering.
• Pet Food Range (Eukanuba, Royal Canin, Hill's Science Plan, Acana, Orijen, ZOO GOOD, Nordic Nature) Multi-brand dog and cat food assortment covering breed-specific, life-stage (puppy, adult, senior), and therapeutic formulas (weight control, hairball control, sensitive digestion, joint mobility, sterilised), spanning premium third-party brands and PetXL's own private-label lines.
• Pet Accessories, Toys, and Habitat Supplies Retail assortment of pet accessories, toys, carriers, beds (e.g., BiaBed), scratching posts (e.g., Selected by ZOO Klorebrett), grooming equipment (e.g., CANEM Hundeføner), aquariums, terrariums, cages, water-treatment products, and other supplies across all six pet categories.
• Tractive GPS Tracker GPS tracking device for dogs enabling location monitoring and activity tracking, sold through petxl.no.
• PetXL Outlet Discounted and clearance section of petxl.no offering reduced-price food, accessories, toys, and supplies across categories.

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• VetXL DyreklinikkcoreOthersPetXL operates VetXL Dyreklinikk (veterinary clinic) as part of their service ecosystem, providing veterinary care services to pet customers. This integrated service offering enhances customer retention and provides comprehensive pet care solutions.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Bitiba: European online pet retailer (sister brand of Zooplus) focused on value-priced pet food and supplies. Comparable as an online-only competitor targeting the same Norwegian consumer wallet with potentially lower price points.
• Pets at Home: UK's leading omnichannel pet retailer, distinguished by its integrated veterinary services through Vets4Pets and in-store grooming. Highly comparable to PetXL's PetXL + VetXL Dyreklinikk + Hundefrisør combination.
• Musti Group: Largest omnichannel pet retailer in the Nordics, operating physical stores and e-commerce across Finland, Sweden, Norway, and the Baltics with veterinary and grooming services. Highly comparable to PetXL given overlapping Nordic footprint, omnichannel model, and integrated pet-care services.
• Zooplus: Europe's leading online-only pet retailer carrying food, accessories, and supplies across many European markets. Comparable to PetXL's e-commerce leg and serves as a key competitive threat in Norwegian online pet retail.
• Fressnapf: Europe's largest pet retailer, operating omnichannel stores across multiple European countries including the Nordics. Comparable as a continent-wide omnichannel pet specialist with broad assortment and private-label offerings.
• Arken Zoo: Nordic pet retail chain with stores in Sweden, Norway, and other Scandinavian markets. Comparable as a regional omnichannel pet retailer targeting the same Norwegian consumer base as PetXL.

Broad incumbents

• PetSmart: Major US omnichannel pet specialty retailer with in-store services and partnerships (including Banfield veterinary clinics). Comparable omnichannel-plus-services model, though vastly larger and US-focused.
• Petco: Large US omnichannel pet retailer with integrated veterinary hospitals and grooming services. Comparable business model (retail + vet + grooming), but operates at significantly larger scale and in a different geography.

Regional players

• Jollyes: UK-based specialist pet retailer with physical stores and an online offering. Comparable as a multi-store omnichannel pet retailer, though it operates in a different geography and does not run integrated veterinary clinics at PetXL's scale.

Others

• AniCura: Leading Nordic veterinary care provider operating animal hospitals and clinics across Scandinavia. Relevant as a direct comparator to PetXL's VetXL Dyreklinikk veterinary operations, though it does not compete in retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/petworldnorge

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Petworld