PetMarket

What PetMarket does

PetMarket, operated by Petproducts OÜ, is an Estonian omnichannel pet supplies retailer selling food, accessories, and care products across multiple pet categories including dogs, cats, small mammals, birds, fish, and reptiles. The company serves both individual consumers (B2C) and commercial partners (B2B), and holds exclusive Estonian distribution rights for Vafo Group, a Czech family-owned manufacturer whose portfolio covers the Calibra, Brit, and Carnilove brands. Its catalog spans more than 30 brands in total.

The retail operation is built on a Magento-based e-commerce platform at petmarket.ee, complemented by nine physical stores distributed across Estonia, giving the company a hybrid online-offline distribution position that smaller online-only competitors and single-location pet shops cannot easily match. The platform architecture is standard open-source commerce rather than a proprietary or AI-driven stack, with the principal technical and commercial differentiation coming from supplier agreements and physical retail presence rather than from software IP.

Revenue is generated through conventional retail and wholesale margins on pet food and accessory sales. The B2C channel monetizes Estonia's roughly 1.3 million population of pet-owning households, while the B2B partner program supplies resellers and other commercial buyers, providing a second revenue stream that diversifies demand. Pricing follows standard category-retail markups, and the multi-brand, multi-category structure limits dependence on any single supplier or species segment.

Name

PetMarket

Legal name

Petproducts OÜ

Website

https://petmarket.ee

Company type

Private

Founded year

2012

Operating status

Operating

Short description

PetMarket (Petproducts OÜ) is an Estonian omnichannel pet supplies retailer serving both consumers and B2B partners through a Magento e-commerce site and nine physical stores, with exclusive Estonian distribution for Vafo Group brands Calibra, Brit, and Carnilove.

Ownership category

akta.pro rank

Product category

Pet Supplies Retail

NAICS

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

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

General Pet Supplies Retail (Multi-category) (CRALAHAA)

akta.pro secondary industries

Pet Food & Treats Retail (CRALAHAB), Pet Supplies Omnichannel (CRAFAEAJ)

Keywords

• Pet food retail
• Pet accessories
• Omnichannel pet store
• Pet wholesale distribution
• Premium pet nutrition

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales (B2C): Direct retail sales of pet food and accessories to consumers through the e-commerce website and physical stores. Products include dog food, cat food, small animal supplies, bird products, fish supplies, reptile supplies, and promotional items.
2. B2B Sales to Business Partners: Wholesale and retail partnership model where pet stores, kennels, veterinary clinics, and grooming services purchase products for resale or direct customer use. The company provides product expertise and support to partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

PetMarket is an Estonian omnichannel pet supplies retailer that sells pet food, treats, supplements, and accessories for dogs, cats, small animals, birds, fish, and reptiles through its e-commerce site petmarket.ee and 9 physical stores across Estonia. The assortment covers 30+ brands and 500+ SKUs, with curated premium offerings from Czech manufacturer Vafo (Brit, Calibra, Carnilove). A separate business partner program supplies pet stores, kennels, breeders, veterinary clinics, and grooming services with wholesale access to the same product range.

Product overview

PetMarket is an Estonian pet supply retailer operating both online and through physical stores across Estonia. The company offers a comprehensive range of pet products organized into two main categories: food and accessories. The food portfolio includes dry food, wet food, treats, and food supplements for dogs, cats, small animals, birds, and fish. The accessories range covers toys, bowls, leashes, harnesses, beds, crates, transport carriers, cat litter, shampoos, and clothing. PetMarket distributes products under multiple sub-brands including Brit (with lines Brit Premium, Brit Care, Brit Fresh, and Brit GF Veterinary Diet), Calibra (Calibra Life, Calibra Premium, Calibra Expert Nutrition), Carnilove, Record, Churu, Zverlit, Tiger Pet, Barry King, Kitty Joy, and Aatas Cat. The company also offers business partnership programs for pet stores, wholesalers, kennels, breeders, clinics, and groomers.

Differentiator

Problem solved

Functional benefit

Products and services

• Dog food and treats
• Cat food and treats
• Dog accessories
• Cat accessories
• Small animal products
• Bird products
• Fish products
• Reptile products
• B2B Business Partner Program
• PetMarket retail store network

Segments3 records

Ideal customer profiles2 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.

• Vafo (Prague Family Company)coreStrategic or Co-development PartnerPetMarket represents Vafo factory products in Estonia. Vafo is a Czech family company focused on product development rather than marketing. The partnership provides access to quality pet food products including Calibra, Brit, Carnilove, and other brands. PetMarket serves as the exclusive distributor and business partner for Vafo products in the Estonian market, providing both retail and wholesale options.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Petco: US omnichannel pet retailer offering food, supplies, grooming, training and veterinary services. Comparable in combining retail + services + digital around the pet owner, representing the broader incumbent model of integrated pet retail that PetMarket's omnichannel direction points toward.
• Chewy: US-based online-first pet supplies retailer with broad assortment and subscription/Autoship model. Comparable as a large, established e-commerce player in the same multi-category pet supplies space; not active in Estonia but represents the scaled online benchmark PetMarket competes against for consumer attention.
• PetSmart: North America's largest specialty pet retailer with a national store footprint, in-store services (grooming, training, vet), and online. Comparable as a broader, established omnichannel incumbent operating at scale in pet retail — does not compete directly in Estonia but represents the format benchmark.

Direct peers

• Maxi Zoo: Fressnapf Group's secondary omnichannel banner, operating physical stores plus e-commerce across several European countries. Closely comparable to PetMarket in store-within-store and standalone formats, multi-category assortment, and premium-brand positioning.
• Pets at Home: UK-listed omnichannel pet retailer combining a national store network with a strong online platform and in-store services (grooming, vet). Closely mirrors PetMarket's omnichannel play, multi-category depth, and mix of own-brand plus partner brands.
• Arcaplanet: Italy's leading pet retail chain with both physical stores and a robust e-commerce site. Comparable in scale-of-footprint, multi-species assortment, and premium-brand emphasis — a regional analogue of PetMarket's omnichannel model.
• Fressnapf: Europe's largest omnichannel pet supplies retailer with both physical stores and online. Directly comparable to PetMarket's omnichannel model — multi-brand assortment across dogs, cats, and other pets — and a key European competitor for the same Vafo/Calibra/Brit-style premium brands.
• Tom&Co: Belgian omnichannel pet retailer with physical stores and online sales focused on premium pet food and accessories. Comparable in mid-sized European country footprint, omnichannel mix, and premium-brand curation that mirrors PetMarket's positioning.
• Bitiba: European online pet supplies retailer (part of the Zooplus Group) operating across multiple EU markets. Comparable as a price-led online specialist selling the same multi-brand, multi-species pet assortment directly to consumers, shipping into Estonia.
• Zooplus: Pan-European online specialist retailer of pet food and accessories. Comparable to PetMarket because it operates across the same product categories (food, accessories, multi-species) and ships into the Estonian market, competing head-to-head in the same online pet-supply category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

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 PetMarket