Maxi Zoo Nederland
Maxi Zoo Nederland is a privately held pet specialty retail chain operating more than 70 stores across the Netherlands, serving individual pet owners with food, accessories, three private label brands, and in-store services like Dogwash and pet tag engraving under a digital loyalty program.
- Company typePrivate
- Founded-
- HeadquartersArnhem, Netherlands
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Maxi Zoo Nederland does
Maxi Zoo Nederland is a privately held pet specialty retail chain headquartered in Arnhem, Gelderland, the Netherlands, operating more than 70 physical stores across the country and employing approximately 204 people. The company sells pet food, accessories, toys, and care products for dogs, cats, birds, rodents, rabbits, and fish, complementing its third-party brand portfolio (over 100 brands including Royal Canin, Purina, Flamingo, Eukanuba, and Felix) with three proprietary private label brands — FIT+FUN (value tier), Premiere (premium tier), and Select Gold (formulated nutrition). Formerly known as Jumper, the chain has been rebranded under the Maxi Zoo identity and anchors its offering with in-store services such as Dogwash grooming stations and Penningen pet identification tags, plus a digital Klantenkaart loyalty program delivered through the Maxi Zoo mobile app.
The underlying technology stack is conventional specialty retail: a third-party POS system (4Retail B.V.) processes in-store transactions, while a customer card platform (MSML B.V.) powers the loyalty program. The company does not operate proprietary e-commerce checkout infrastructure, AI-driven personalization, or integrated inventory technology beyond standard retail tooling. Its technology footprint is therefore a thin layer of SaaS integrations layered on a physical-store-led operating model.
Maxi Zoo's revenue model is predominantly retail sales of branded and private label pet products, augmented by recurring engagement through the digital loyalty card (subscription-adjacent repeat-purchase driver) and ancillary service revenue from Dogwash and pet tag engraving. The go-to-market is omnichannel but physical-store-dominant: marketing flows through monthly printed and digital folders, an active social media presence (Facebook, Instagram, TikTok), and an educational blog driving top-of-funnel traffic that converts in-store via pet specialist advice. The customer base is a B2C horizontal segment of individual Dutch pet owners, with no enterprise or wholesale accounts identified.
Maxi Zoo Nederland firmographics
Firmographics- Name
- Maxi Zoo Nederland
- Legal name
- Maxi Zoo Netherlands
- Website
- https://maxizoo.nl
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Maxi Zoo Nederland is a privately held pet specialty retail chain operating more than 70 stores across the Netherlands, serving individual pet owners with food, accessories, three private label brands, and in-store services like Dogwash and pet tag engraving under a digital loyalty program.
- Ownership category
- akta.pro rank
Maxi Zoo Nederland industry classification
Industry- Product category
- Pet specialty retail
- NAICS
- Pet and Pet Supplies Retailers (45991)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- General Pet Supplies Retail (Multi-category) (CRALAHAA)
- akta.pro secondary industries
- Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Pet Cleaning & Habitat Maintenance Retail (Cage/Aquarium cleaners, filters) (CRALAHAN), Pet Supplies Omnichannel (CRAFAEAJ)
Keywords
Where Maxi Zoo Nederland is headquartered
LocationHeadquarters
- HQ city
- Arnhem
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Maxi Zoo Nederland business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Sales: Revenue generated from selling pet food, accessories, toys, and care products across physical retail stores and in-store services such as Dogwash and pet tag engraving (Penningen).
- Customer Loyalty Program: Digital customer card program offering exclusive discounts, managed through the Maxi Zoo Nederland app, providing ongoing customer engagement and repeat purchases.
Distribution channels1 record
Marketing channels5 records
Maxi Zoo Nederland product offering
Product offeringCore offering
Maxi Zoo Nederland operates a chain of more than 70 pet specialty retail stores across the Netherlands, selling pet food, accessories, toys, and care products for dogs, cats, birds, rodents, rabbits, and fish. The assortment includes over 100 national brands (such as Royal Canin, Flamingo, Eukanuba, Felix) and three private label brands (FIT+FUN, Premiere, Select Gold), complemented by in-store services such as Dogwash and pet identification tags (Penningen) and a digital customer loyalty card accessed through the Maxi Zoo app.
Product overview
Maxi Zoo Nederland operates a pet specialty retail chain with more than 70 stores across the Netherlands, formerly known as Jumper. The company offers a comprehensive pet product portfolio centered around food, accessories, and care services for dogs, cats, birds, rodents, rabbits, and fish. Their product offering combines third-party branded pet food and accessories with three private label brands: FIT+FUN (value), Premiere (premium), and Select Gold (formulated nutrition). Key services include a Dogwash grooming facility, Pet Tags (Penningen) for identification, and a loyalty program (Klantenkaart) accessible via their mobile app. The company also provides educational content through blogs and promotional offerings including monthly Maxi Deals and folders. Their assortment features over 100 top brands including Royal Canin, Flamingo, Eukanuba, Felix, and specialized brands like Renske (natural), VITALstyle (herbal), Advantix (parasite protection), and Adaptil (calming).
Differentiator
Problem solved
Functional benefit
Brands
- FIT+FUN: Private label pet food and accessories brand
- Premiere
- Select Gold
Products and services
- Dogwash
- Penningen (Pet Tags)
- Klantenkaart (Customer Card)
- FIT+FUN
- Premiere
- Select Gold
Companies that use Maxi Zoo Nederland
Customer profileSegments1 record
Ideal customer profiles1 record
Maxi Zoo Nederland technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Maxi Zoo Nederland partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor.
- Purina (Nestlé)minorMaxi Zoo carries Purina products including Purina Gourmet, Felix, Purina Pro Plan, Purina Dentalife, and Adventuros (Purina Adventuros) - wild-themed dog snacks. These are part of the extensive brand portfolio sold through Maxi Zoo stores.
- Royal CaninminorRoyal Canin is one of the premium brands carried by Maxi Zoo, offering specialized pet nutrition products for dogs and cats.
- Versele-LagaminorVersele-Laga brands including Prestige Premium, NutriBird, and Orlux are featured in Maxi Zoo's bird and small animal product range.
- Elanco (Bayer Animal Health)minorMaxi Zoo carries Elanco products including Advantix for flea and tick protection, and Frontline for parasite control.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Maxi Zoo Nederland competitors and assessment
Company assessmentBroad incumbents
- Fressnapf: Largest European pet specialty retailer, broadly comparable to Maxi Zoo on assortment and store model. Operates the Maxi Zoo brand in other European countries, making it both a brand-group incumbent and the most direct international scale comparison.
- Pets at Home: UK-listed pet specialty retailer with stores, vets and grooming services. Comparable private label-led, service-attach specialty pet model relevant for benchmarking Maxi Zoo's strategic direction.
- PetSmart: North America's largest pet specialty retailer with stores, services and own brands. Comparable specialty pet retail model with private label portfolio and in-store services like grooming.
Regional players
- Jollyes: UK pet specialty retailer with physical store network, comparable multi-category assortment and in-store services. Comparable model but operates in a different geography.
- Tom & Co. Belgian-headquartered pet specialty retailer with stores in Belgium, France and beyond. Operates a comparable multi-category pet store model with private label and services across Europe.
Direct peers
- Zooplus: Europe's largest online pet retailer, operating in the Netherlands. Comparable multi-category pet assortment, competing on price and convenience against Maxi Zoo's in-store experience.
- Welkoop: Netherlands-based retail chain with significant pet assortment alongside garden and outdoor categories. Comparable assortment breadth and multi-store Dutch footprint to Maxi Zoo.
- Pets Place: Dutch pet specialty retail chain offering multi-category pet food, accessories and care products across the Netherlands. Directly comparable to Maxi Zoo on geography, category breadth, and physical store model.
- Emiel van Dijk Dierenspeciaalzaken: Dutch pet specialty chain with multiple physical stores in the Netherlands. Competes head-to-head with Maxi Zoo in food, accessories and small animal categories.
- Dier & Zorg: Dutch pet retailer operating stores across the Netherlands with food, accessories, and in-store services. Direct competitor in the same geographies and category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Maxi Zoo Nederland social profiles
Digital presenceMaxi Zoo Nederland financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maxi Zoo Nederland leadership team
Management profileNumber of profiles
Maxi Zoo Nederland funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maxi Zoo Nederland M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Maxi Zoo Nederland
What does Maxi Zoo Nederland do?
Maxi Zoo Nederland operates a chain of more than 70 pet specialty retail stores across the Netherlands, selling pet food, accessories, toys, and care products for dogs, cats, birds, rodents, rabbits, and fish. The assortment includes over 100 national brands (such as Royal Canin, Flamingo, Eukanuba, Felix) and three private label brands (FIT+FUN, Premiere, Select Gold), complemented by in-store services such as Dogwash and pet identification tags (Penningen) and a digital customer loyalty card accessed through the Maxi Zoo app.
Is Maxi Zoo Nederland a public or private company?
Maxi Zoo Nederland is a private company. It is classified as unknown and is currently operating.
When was Maxi Zoo Nederland founded?
Maxi Zoo Nederland was founded in -1. It employs 101 to 250 people.
Where is Maxi Zoo Nederland based?
Maxi Zoo Nederland is headquartered in Arnhem, Netherlands, in the Europe region.
How does Maxi Zoo Nederland make money?
Two revenue lines are on record. Retail Sales are the primary driver. The others are customer Loyalty Program.
Who are Maxi Zoo Nederland's main competitors?
Broad incumbents on record are Fressnapf, Pets at Home and PetSmart. Regional players are Jollyes and Tom & Co.. Direct peers are Zooplus, Welkoop, Pets Place, Emiel van Dijk Dierenspeciaalzaken and Dier & Zorg.
Does Maxi Zoo Nederland have an API?
No public API is recorded for Maxi Zoo Nederland.
What industry is Maxi Zoo Nederland in?
Maxi Zoo Nederland's product category is Pet specialty retail. Its primary akta.pro industry code is CRALAHAA, General Pet Supplies Retail (Multi-category), with a secondary code of CRALAHAC, Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick). Its NAICS code is 45991 and its SIC code is 5940.