Maxi Zoo Belgium
Maxi Zoo Belgium is a Belgium-only specialty pet retailer operating physical stores, an e-commerce webshop, and Click & Collect under the Fressnapf group, selling over 9,000 pet food and accessory SKUs across dogs, cats, small animals, birds, aquarium, terrarium, and garden/pond categories to Belgian pet owners.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount—
- GTM typeB2C
- OfferingServices
What Maxi Zoo Belgium does
Maxi Zoo Belgium is a privately held specialty pet retailer operating exclusively in Belgium under the Fressnapf Tiernahrungs GmbH group. The company runs a multi-channel model combining country-wide physical retail stores with a full e-commerce webshop at maxizoo.be, delivering over 9,000 SKUs of pet food and accessories via DPD home delivery (1-3 business days) and a free Click & Collect service. Assortment spans seven pet categories — dogs, cats, small animals, birds, aquarium, terrarium, and garden/pond — plus a dedicated VET therapeutic diet line, sourced from both leading third-party brands (Royal Canin, Hills, Bosch) and 13 exclusive Maxi Zoo private label brands including PREMIERE, SELECT GOLD, REAL NATURE, ANIONE, MULTIFIT, FIT+FUN, and Dogs Creek.
The business model is direct-to-consumer specialty retail using an Everyday Low Price (EDLP) strategy with 'Lage Prijs' branded products, supported by a tiered shipping fee schedule (€4.99 below €29, €3.99 below €69, free at €69+), a 10% new-customer acquisition discount, and the free Friends loyalty program featuring a digital stamp card, birthday rewards, and charitable tie-ins. Revenue is generated through one-time unit purchases across both physical stores and e-commerce, augmented by in-store services including Maxi Zoo Salon dog grooming and a pet insurance resale partnership with Figo. Distribution is strictly domestic (Belgium only; explicitly excludes the Netherlands), and payments span Payconiq, Bancontact, Apple Pay, PayPal, credit card, and Google Pay.
No founding date, revenue, headcount, ownership structure beyond the Fressnapf parent, or independent management team is disclosed in the available source material. The site operates on standard e-commerce technology with no public APIs, AI capabilities, or third-party integrations referenced. Marketing relies on email newsletter acquisition, content marketing through the Maxi Zoo Magazine advice platform, and seasonal promotional campaigns, with the company benefiting from brand association and operational scale provided by its parent group.
Maxi Zoo Belgium firmographics
Firmographics- Name
- Maxi Zoo Belgium
- Legal name
- Maxi Zoo Belgium (operational brand under Fressnapf Tiernahrungs GmbH)
- Website
- https://maxizoo.be
- Company type
- Private
- Operating status
- Operating
- Short description
- Maxi Zoo Belgium is a Belgium-only specialty pet retailer operating physical stores, an e-commerce webshop, and Click & Collect under the Fressnapf group, selling over 9,000 pet food and accessory SKUs across dogs, cats, small animals, birds, aquarium, terrarium, and garden/pond categories to Belgian pet owners.
- Ownership category
- akta.pro rank
Maxi Zoo Belgium industry classification
Industry- Product category
- Pet Retail
- NAICS
- Pet and Pet Supplies Retailers (459910), Pet Care (except Veterinary) Services (81291)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- General Pet Supplies Retail (Multi-category) (CRALAHAA)
- akta.pro secondary industry
- Pet & Animal Supplies Marketplaces (CRAFABAH)
Keywords
Maxi Zoo Belgium business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Sales - E-commerce: Online sales of pet food and accessories through the maxizoo.be webshop with home delivery. Orders are fulfilled via DPD, with delivery within 1-3 business days. Minimum order value of €15.
- Retail Sales - Physical Stores: Brick-and-mortar retail sales through Maxi Zoo store locations across Belgium. Stores offer in-store shopping, Click & Collect pickup, and expert advice services.
- Exclusive Brand Products: Sale of 13 exclusive Maxi Zoo private label brands including PREMIERE, SELECT GOLD, REAL NATURE, ANIONE, MULTIFIT, FIT+FUN, Dogs Creek, and others, which offer differentiated product lines.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with EDLP strategy |
| Other | Pay-as-you-go | Shipping fees based on order value |
| Other | One time/ perpetual license | New customer 10% discount |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Maxi Zoo Belgium product offering
Product offeringCore offering
Maxi Zoo Belgium operates a multi-channel pet supplies retail business selling more than 9,000 food and accessory articles for dogs, cats, small animals, birds, aquarium fish, reptiles, and garden/pond animals. It runs both an e-commerce webshop (maxizoo.be) with home delivery via DPD and a network of physical retail stores across Belgium, supplemented by Click & Collect, an in-store grooming salon, a free loyalty program (Friends), and a pet insurance partnership with Figo.
Product overview
Maxi Zoo Belgium operates as a multi-channel pet retail business combining an online e-commerce platform with physical store locations. The core offering is the online webshop featuring over 9,000 pet food and accessory products across eight categories (Dogs, Cats, Small Animals, Birds, Aquarium, Terrarium, Garden/Pond, and VET Diets). The product portfolio includes both third-party brands (Royal Canin, Hills, Bosch, etc.) and 13 exclusive private label brands such as PREMIERE, Real Nature, Select Gold, Dogs Creek, Multifit, Anione, and Fit & Fun. Supplementary services include Click & Collect (online order, in-store pickup), the free Friends loyalty program, professional grooming at Maxi Zoo Salon locations, and a pet insurance partnership with FIGO. The company also provides educational content through its Maxi Zoo Magazine and maintains a low-price everyday value program.
Differentiator
Problem solved
Functional benefit
Products and services
- Maxi Zoo Online Webshop
- Click & Collect
- Friends Loyalty Program
- Maxi Zoo Salon
- Maxi Zoo Merken (Exclusive Brands)
- VET Diets
- Maxi Zoo Magazine
- Figo Pet Insurance
Quantifiable outcome
- Over 9,000 articles offered across all pet categories
- +3 more outcomes
Companies that use Maxi Zoo Belgium
Customer profileSegments7 records
Ideal customer profiles2 records
Maxi Zoo Belgium technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Maxi Zoo Belgium partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- FigominorFigo is a pet insurance provider partnered with Maxi Zoo Belgium. Figo offers pet health insurance policies promoted through Maxi Zoo's website and services, providing pet owners with healthcare financial protection.
- DPDcoreDPD is the delivery partner for Maxi Zoo Belgium's e-commerce home delivery service. All online orders are shipped via DPD to addresses within Belgium.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Maxi Zoo Belgium competitors and assessment
Company assessmentOthers
- Colruyt Group: Belgian supermarket and retail group (Colruyt, OKay, Cru) carrying pet food and basic accessories at grocery-channel price points. Competes indirectly with Maxi Zoo on replenishment basket items.
- bol.com: Largest Dutch/Belgian online marketplace with a broad pet category including third-party pet retailers and private labels. Competes with Maxi Zoo's e-commerce channel on assortment breadth and delivery speed.
Broad incumbents
- PetSmart: Largest North American specialty pet retailer with stores, grooming, training and an online channel. Comparable omni-channel and services-adjacent model, though at materially larger scale and in a different geography.
- Pets at Home: UK integrated pet retail and services business combining stores, grooming, vet practices and a loyalty program. Comparable operating model with private label brands, services and omni-channel that informs Maxi Zoo's strategic direction.
- Fressnapf Tiernahrungs: Parent company of Maxi Zoo and the largest specialty pet retailer in Europe. Operates a broad portfolio of pet retail brands across multiple countries, providing group-level benchmarks for assortment, private label and omni-channel execution.
Direct peers
- Jollyes: UK specialty pet retailer with physical stores and e-commerce focused on food, accessories and small animal categories. Comparable mid-sized multi-channel pet specialist operating model.
- Zooplus: Pan-European online specialty pet retailer headquartered in Germany. Competes directly on assortment breadth, private label penetration and delivery economics across multiple European markets including Belgium-adjacent geographies.
- Tom&Co: Belgian specialty pet retail chain with physical stores and e-commerce, directly competing with Maxi Zoo in dog, cat, small animal and aquatics categories across Belgium. Closest head-to-head competitor in the same geography and assortment depth.
Regional players
- Kruidvat: Dutch/Belgian drugstore chain with a meaningful pet supplies category at discount price points. Competes with Maxi Zoo on price-sensitive pet basics within the same Belgian retail footprint.
- Action: Dutch-headquartered discount retailer with dense Belgian store coverage and an expanding pet category. Competes with Maxi Zoo on value-tier pet accessories and impulse purchases.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Maxi Zoo Belgium social profiles
Digital presenceMaxi Zoo Belgium financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maxi Zoo Belgium leadership team
Management profileNumber of profiles
Maxi Zoo Belgium funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maxi Zoo Belgium 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 Belgium
What does Maxi Zoo Belgium do?
Maxi Zoo Belgium operates a multi-channel pet supplies retail business selling more than 9,000 food and accessory articles for dogs, cats, small animals, birds, aquarium fish, reptiles, and garden/pond animals. It runs both an e-commerce webshop (maxizoo.be) with home delivery via DPD and a network of physical retail stores across Belgium, supplemented by Click & Collect, an in-store grooming salon, a free loyalty program (Friends), and a pet insurance partnership with Figo.
Is Maxi Zoo Belgium a public or private company?
Maxi Zoo Belgium is a private company. It is classified as corporate owned and is currently operating.
When was Maxi Zoo Belgium founded?
Maxi Zoo Belgium was founded in -1.
How does Maxi Zoo Belgium make money?
Three revenue lines are on record. Retail Sales - E-commerce is the primary driver. The others are retail Sales - Physical Stores and exclusive Brand Products.
Who are Maxi Zoo Belgium's main competitors?
Others on record are Colruyt Group and bol.com. Broad incumbents are PetSmart, Pets at Home and Fressnapf Tiernahrungs. Direct peers are Jollyes, Zooplus and Tom&Co. Regional players are Kruidvat and Action.
Does Maxi Zoo Belgium have an API?
No public API is recorded for Maxi Zoo Belgium.
What industry is Maxi Zoo Belgium in?
Maxi Zoo Belgium's product category is Pet Retail. Its primary akta.pro industry code is CRALAHAA, General Pet Supplies Retail (Multi-category), with a secondary code of CRAFABAH, Pet & Animal Supplies Marketplaces. Its NAICS code is 459910 and its SIC code is 5945.