Our history and background

We are a Stockholm-based startup that develops, launches, and acquires market-leading pet and horse marketplaces across Europe, with current operations in Scandinavia, UK, Italy and the Netherlands. Our mission is to increase the trust, safety and convenience when selling or buying a pet through technology, infrastructure creation, access to capital and innovative business models.

The company was founded by two old-time Swedish friends Eyass Shakrah and Axel Lagercrantz. The two of them saw a strong need to make the process of buying or selling pets more trusted, safe and convenient.

The brands we choose to partner with and acquire are all market-leading and often times decades old. Through innovation, technology and access to capital, we believe we have a unique position to lead the modernization of pet marketplaces all over Europe.

Want to learn more about what we do, or perhaps just want to get in touch?

Contact Us

We acquire and develop category leaders

Our portfolio of brands are all category leaders with dominant market share within their markets.

We are constantly on the look out for more leading brands to add to our portfolio! Typically, the websites that we choose to acquire have built an organic dominant position over a long period of time, and have shown a strong ability to retain and engage its users.

Our core investment criteria
  • Online pet marketplaces

  • Market leader within its niche

  • Long-dated presence

  • Putting animal welfare first

  • High share of mobile users

  • Highly engaged audience

Europe map

Backed by some of Europe’s most seasoned investors

Verdane Capital

Verdane Capital is a private equity fund focused on fast growing businesses, with total committed capital of €1.8bn since 2003. Verdane has 50 employees Scandinavia, London and Berlin.

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Otiva is the private investment vehicle of the founders of Avito.ru (sold to Naspers for $4bn). Otiva has invested into many of Europe’s fastest growing companies.

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Back in Black Capital

Back in Black Capital

Back in Black, founded in 2015, is the investment vehicle of the Swedish Lundin family, along with some other notable Swedish technology investors.

183 Invest

183 Invest

183 Invest is a Swedish technology investor, founded by Christian af Jochnick and Eric Rydman Carlsson