fnx (Fressnapf | Maxi Zoo)

What fnx (Fressnapf | Maxi Zoo) does

Fressnapf Tiernahrungs GmbH — operating as Fressnapf in Germany and Maxi Zoo internationally — is a German pet supplies retailer headquartered in Düsseldorf, North Rhine-Westphalia. The company runs an omnichannel business combining a network of physical retail stores (Märkte) with a comprehensive e-commerce platform offering more than 37,000 pet care products organized across eight animal categories (dogs, cats, small animals, birds, horses, aquariums, terrariums, and garden/pond). It complements third-party brands with 13 exclusive private label brands spanning price tiers — FIT+FUN (budget), MultiFit (small animal), PREMIERE, REAL NATURE, SELECT GOLD, and Moments (premium) — giving it category-spanning shelf differentiation and margin capture.

Beyond product retail, Fressnapf has extended into adjacent services: Fressnapf Salon offers in-store pet grooming, Dr. Fressnapf (Online-Tierarzt) provides veterinary telemedicine, and Fressnapf Tierversicherung distributes pet health insurance. Distribution infrastructure includes Click & Collect, DHL home delivery with a climate-neutral Go Green option, and dedicated iOS/Android mobile apps. Marketing and retention are driven by the proprietary Fressnapf Friends loyalty program, a PAYBACK partnership with a recurring 28-day coupon calendar, a content platform (Fressnapf Magazin), newsletter acquisition flows, and seasonal promotions.

The revenue model is primarily transactional retail of branded and private label pet products through both physical and digital channels. Pricing follows standard retail mechanics — €19 minimum order, €2.99 shipping under €49 (free above €49 or for Click & Collect), and an additional €2.99 surcharge for orders over 31 kg — with payments spanning PayPal, credit card, Apple Pay, Google Pay, Riverty (purchase on account, SEPA direct debit), and PAYBACK points. The customer base is a horizontal, mass-market segmentation of individual pet owners across all companion animal categories; no enterprise or B2B customer concentration is identified in the available data.

Name

fnx (Fressnapf | Maxi Zoo)

Legal name

Fressnapf Tiernahrungs GmbH

Website

https://fnx.pet

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Fressnapf (Maxi Zoo internationally) is a German pet supplies retailer operating an omnichannel platform of physical stores and e-commerce with 37,000+ SKUs, 13 private label brands, and adjacent services including grooming, veterinary telemedicine, and pet insurance serving individual pet owners.

Ownership category

akta.pro rank

Product category

Pet Retail

NAICS

Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991)

akta.pro primary industry

Pet Supplies Omnichannel (CRAFAEAJ)

akta.pro secondary industries

General Pet Supplies Retail (Multi-category) (CRALAHAA), Pet Food & Treats Retail (CRALAHAB), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Pet Grooming Supplies Retail (At-home) (CRALAHAG)

Keywords

• Pet supplies retail
• Pet food distribution
• Pet care products
• Veterinary telemedicine
• Pet grooming services

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail product sales: Revenue generated from selling pet food, accessories, and supplies through physical retail stores and online shop. The company carries over 37,000 articles including both branded products and 13 exclusive private label brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Fressnapf is a specialty pet supplies retailer operating physical Märkte stores and the fressnapf.de e-commerce shop, selling more than 37,000 articles of pet food, accessories, toys, health products, and habitat supplies across dogs, cats, small animals, birds, horses, aquariums, terrariums, and garden/pond categories. The assortment is anchored by 13 exclusive private label brands (PREMIERE, FIT+FUN, MultiFit, SELECT GOLD, REAL NATURE, AniOne, MORE, DOGS CREEK, MOMENTS, Kitty's Cuisine, James Wellbeloved, and others) and complemented by in-store and online services such as Fressnapf Salon grooming, Online-Tierarzt telemedicine, and pet insurance partnerships.

Product overview

Fressnapf is a pan-European pet supplies retail chain operating both physical stores and an e-commerce platform, offering more than 37,000 pet care products. The company operates a multi-format business model combining a general pet supplies e-commerce platform with 13 exclusive private label brands including PREMIERE, FIT+FUN, MultiFit, SELECT GOLD, REAL NATURE, ANIONE, MORE, DOGS CREEK, and MOMENTS. The core platform is organized around eight animal categories (dogs, cats, small animals, birds, horses, aquariums, terrariums, and garden/pond) and includes complementary services such as veterinary telemedicine (Online-Tierarzt/Dr. Fressnapf), pet grooming (Fressnapf Salon), pet insurance, and a loyalty program (Fressnapf Friends). Product range spans food, toys, beds, grooming supplies, health products including VET therapeutic diets, GPS trackers and smart pet devices, and transportation gear.

Differentiator

Problem solved

Functional benefit

Brands

• FIT+FUN: Exclusive pet food and accessories brand offering dog and cat food, treats, toys, and care products
• PREMIERE
• MULTIFIT
• REAL NATURE
• SELECT GOLD
• MOMENTS
• Dogs Creek
• more LIFESTYLEPETS
• AniOne
• Kitty's Cuisine
• James Wellbeloved

Products and services

• PREMIERE

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• PAYBACKcoreGTM or Marketing PartnerPAYBACK is a loyalty points program partnership where customers earn PAYBACK points on purchases at Fressnapf. The partnership includes coupon integration and promotional campaigns, with 28-day coupon calendar events offering surprises and special deals.
• DHLcoreOthersDHL serves as the primary shipping partner for Fressnapf's e-commerce operations, providing domestic delivery services with climate-neutral shipping option (Go Green).
• RivertysupportingOthersRiverty provides flexible payment options including purchase on account (Kauf auf Rechnung) and direct debit (Lastschriftverfahren) for Fressnapf online customers.
• apodiscountersupportingStrategic or Co-development PartnerPartnership with apodiscounter online pharmacy for pet medications and health products. Fressnapf x apodiscunder collaboration offers integrated pharmacy services.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Jollyes: UK specialty pet retailer with a growing physical store footprint and e-commerce platform. Comparable omnichannel specialty pet retail model to Fressnapf, though at smaller scale and focused on the UK market.
• Tom & Co: European (Benelux-focused) omnichannel pet retailer operating physical stores and e-commerce across food, accessories, and live animals. Comparable specialty retail format to Fressnapf, though primarily serving Belgium, France, and neighboring markets rather than DACH.

Broad incumbents

• PETCO Animal Supplies: Large US omnichannel pet retailer operating physical stores and a full e-commerce platform across food, supplies, grooming, veterinary services, and insurance. Highly comparable in omnichannel structure and services ecosystem, though operating in a different geography with US-specific brand assortment.
• Chewy: Large US online-first pet retailer offering autoship replenishment, pharmacy services, and broad pet supplies assortment. Comparable in e-commerce depth and services expansion (Chewy Pharmacy, Chewy Vet Care), serving as a benchmark for digital-first pet retail economics.
• PetSmart: Leading North American specialty pet retailer with extensive store footprint, e-commerce, grooming salons, in-store veterinary clinics (Banfield partnership), and pet training. Closely comparable omnichannel and services model to Fressnapf, scaled across the US and Canada.
• Fressnapf Group (parent operating entity): The overarching Fressnapf Group operates the physical retail store network across Europe under the Fressnapf and Maxi Zoo brands. Listed here as the incumbent platform that this entity sits within or alongside, with shared brand equity and likely shared services.

Direct peers

• Pets at Home: UK's leading omnichannel pet supplies retailer with physical stores, e-commerce, in-store grooming salons, and a veterinary services arm (Vets4Pets). Direct comparable in business model combining retail with grooming, vet, and loyalty programs, though operating in the UK rather than DACH.
• Zooplus: Europe's largest pure-play online pet supplies retailer, headquartered in Munich and now owned by a Hellman & Friedman-led investor consortium. Directly competes with Fressnapf across the same German and broader European customer base in pet food, accessories, and supplies, with comparable category breadth across dogs, cats, and small animals.

Emerging players

• Dr. Herta Online-Tierarzt / felmo: German veterinary telemedicine platforms serving the same DACH customer base. Increasingly relevant as Fressnapf's Dr. Fressnapf service competes for the same online vet consultation wallet share, and as the broader vet-services adjacency becomes more strategically important.
• Amazon (Pet Supplies): Global e-commerce incumbent with a substantial pet supplies category offering competitive pricing, fast delivery via Prime, and an expanding private label portfolio (e.g., Solimo, Wag). A horizontal threat rather than a vertical specialist, but increasingly relevant in commodity pet food and supplies where convenience and price dominate.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/fnx-by-fressnapf

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 fnx (Fressnapf | Maxi Zoo)