Haldur Urr&Nurr 2026

What Haldur Urr&Nurr 2026 does

Urr&Nurr, operated by the Estonian private limited company Orhidaalia OÜ, is a multi-channel pet supply retailer founded in 2010. It runs nine physical stores across Estonia — four in Tallinn (Solaris, Mustamäe, Sikupilli, Kadaka Selver), plus Viimsi, Kuressaare, Pärnu, and Tartu — alongside a WordPress e-commerce storefront at urrnurr.ee that ships domestically and into Finland, Sweden, Latvia, and Lithuania via Itella SmartPOST and DPD. The assortment serves cats, dogs, birds, and rodents and spans premium and mid-tier pet food (Farmina, Inaba Churu, Beaphar), accessories (Hunter, Flexi, LickiMat, Tractive GPS trackers), grooming (Bio Groom), and specialty items (Ferplast, WiWell).

The business is bootstrapped and family-controlled, with no disclosed institutional funding, subsidiaries, M&A, or restructuring. Revenue mechanics rely on unit-priced retail and e-commerce transactions (SKU range approximately €1.70 to €123.50, free shipping over €100 within Estonia), supplemented by a wholesale distribution line to legal-entity buyers (pet shops, groomers, and adjacent businesses). Customer payments are processed through EveryPay, with ESTO providing BNPL and installment options. Marketing is organic-social-led (Facebook, Instagram) plus on-site content and customer testimonials; the multilingual storefront (EE/EN/RU/FI/LV/LT) signals intent to serve Baltic and Nordic cross-border buyers. No AI/ML capability, no proprietary technology beyond standard WordPress/WooCommerce-class tooling, and no disclosed revenue, headcount, or financial KPIs are present in the source materials.

Name

Haldur Urr&Nurr 2026

Legal name

Orhidaalia OÜ

Website

https://urrnurr.ee

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Urr&Nurr is an Estonian family-owned pet supply retailer (Orhidaalia OÜ) operating nine stores across Estonia plus a WordPress e-commerce platform shipping to the Baltics and Nordics, selling premium and mid-tier food, accessories, grooming, and GPS products for cats, dogs, birds, and rodents.

Ownership category

akta.pro rank

Product category

Pet Supply Retail

NAICS

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

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

akta.pro secondary industries

Pet Health & Wellness Distribution (Supplements, OTC, Preventives) (CRAOAKAC), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Flea/Tick Bath & Parasite Treatment Add-Ons (HSANAAAI)

Keywords

• Pet supply retail
• Pet food and treats
• Pet accessories
• Pet grooming products
• Pet store Estonia

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail sales - physical stores: Revenue generated from brick-and-mortar retail sales across 9 physical store locations in Estonia, offering pet food, treats, accessories, and care products.
2. E-commerce sales: Online retail sales through urrnurr.ee with delivery via Itella SmartPOST and DPD couriers. Orders over €100 qualify for free shipping within Estonia.
3. Wholesale distribution: Wholesale sales to other businesses, contact: +3725015971

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Urr&Nurr (legal entity Orhidaalia OÜ) is an Estonian pet supply retailer selling pet food, treats, accessories, grooming products, and care items for cats, dogs, birds, and rodents through 9 physical stores across Estonia and the urrnurr.ee e-commerce platform. The retailer also offers wholesale distribution to other pet-related businesses and ships to Finland, Sweden, Latvia, and Lithuania. Branded product categories include Farmina pet food, Inaba Churu treats, Hunter accessories, Flexi leashes, LickiMat slow feeders, Bio Groom grooming, Tractive GPS trackers, Beaphar care, Ferplast supplies, and WiWell functional water.

Product overview

Urr&Nurr is an Estonian pet supply retailer operating both physical stores and an e-commerce platform. The company offers a comprehensive portfolio of pet products including pet food (Farmina, Inaba Churu treats, Beaphar supplements), accessories (Hunter, Flexi leashes, LickiMats, Tractive GPS trackers), and grooming products (Bio Groom). The e-commerce platform integrates with ESTO for payment installments, EveryPay for card payments, and offers delivery through Itella SmartPOST and DPD. Physical store locations are available across Estonia including Viimsi, Solaris Keskus, Mustamäe Keskus, and other locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Urr&Nurr E-pood (E-commerce Pet Supply Store) Online pet supply store offering a wide range of pet products including food, treats, accessories, and care items for cats, dogs, birds, and rodents, with EveryPay card payments, ESTO installment plans, and free shipping on orders over €100 within Estonia.
• Urr&Nurr Physical Retail Stores (9 locations across Estonia) 9 physical pet supply retail stores across Estonia (Tallinn, Viimsi, Kuressaare, Pärnu, Tartu) stocking pet food, treats, accessories, grooming, and care products, supported by a warehouse location at Peterburi tee 46, Tallinn.
• Pet Supply Wholesale Distribution Wholesale supply of branded pet products (Hunter, Farmina, Beaphar, Ferplast, Inaba Churu, etc.) to legal entities such as pet shops, grooming services, and other pet-related businesses.

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

One partnership is on record.

• Hunter International GmbHminorChannel Partner/ Reseller/ DistributorOrhidaalia OÜ is the official representative of Hunter International GmbH (Germany) in Estonia. They resell Hunter pet products including toys, leashes, and accessories.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• PetSmart: North America's largest specialty pet retailer offering food, accessories, grooming, and training across hundreds of stores. Comparable in product breadth and omnichannel model though at materially greater scale.
• Zooplus: Europe's largest pure-play online pet retailer operating across 30+ countries including the Baltics and Nordics. Directly comparable as a pan-European e-commerce competitor for the same premium and value pet product categories.
• Pets at Home: UK-based omnichannel pet retailer combining physical stores, e-commerce, grooming salons, and veterinary services. Comparable as a benchmark for the integrated pet retail + services model.
• Fressnapf | Maxi Zoo: Europe's largest brick-and-mortar pet retail chain with thousands of stores across multiple countries. Comparable as a large, well-capitalized omnichannel competitor operating in overlapping product categories.

Direct peers

• PetCity: Estonia's largest specialty pet retail chain, operating multiple physical stores across the country and online sales. Directly comparable to Urr & Nurr as the primary domestic omnichannel pet retail competitor.
• Bitiba: Online pet retailer owned by Zooplus, operating across Europe with deep SKU breadth and competitive pricing. Comparable as a direct online-only competitor in the same pet food, treats, and accessories categories.
• Concept4: Estonian pet retail chain with a multi-store footprint offering food, accessories, and care products. Comparable as a similarly sized domestic omnichannel pet retailer competing for the same Estonian customer base.

Others

• Farmina Pet Foods: Italian premium pet food manufacturer whose dry food lines (including the Spirulina formulas stocked by Urr & Nurr) appear in Urr & Nurr's catalog. Relevant as a key brand supplier rather than direct competitor.
• Tractive: Austrian manufacturer of GPS pet trackers whose products are sold by Urr & Nurr. Relevant as a key technology/accessory supplier and as a category benchmark for connected pet products.

Regional players

• Jollyes: UK specialty pet retail chain with stores across Britain offering food, accessories, and grooming. Comparable as a similarly positioned mid-sized specialty pet retailer, though operating in a different geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/UrrNurr
• Instagraminstagram.com/urrnurr_lemmikloomapoed

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 Haldur Urr&Nurr 2026