Maxi Zoo Nederland

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.

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

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

• Pet specialty retail
• Pet food and accessories
• Private label pet brands
• Pet care services
• Customer loyalty program

Headquarters

HQ city

Arnhem

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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).
2. 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

Core 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

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• Purina (Nestlé)minorOthersMaxi 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 CaninminorOthersRoyal Canin is one of the premium brands carried by Maxi Zoo, offering specialized pet nutrition products for dogs and cats.
• Versele-LagaminorOthersVersele-Laga brands including Prestige Premium, NutriBird, and Orlux are featured in Maxi Zoo's bird and small animal product range.
• Elanco (Bayer Animal Health)minorOthersMaxi 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

Broad 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

• Facebookfacebook.com/MaxiZooNL
• Instagraminstagram.com/maxizoo.nl
• TikToktiktok.com/@jumperdediersuper
• LinkedInlinkedin.com/company/maxizoo

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 Maxi Zoo Nederland