Press release
Pet Media Group acquires ehorses, the world's largest horse marketplace
· Georgsmarienhütte, Osnabrück and Stockholm
It marks the start of the next chapter in a success story: Sweden's Pet Media Group acquires ehorses GmbH as of 1 August 2026. Over the past 15 years, under the leadership of managing director Lena Büker and with the support of its long-standing shareholders, the NOZ/mh:n media group and investor Ulrich Kasselmann, the Georgsmarienhütte company has grown into the world's largest digital horse marketplace. Together with Pet Media Group, its international growth will now accelerate further.
"Now it is about taking ehorses to the next level, expanding internationally and scaling. In Pet Media Group we have found the right partner for that."
Together, the brands reach millions of animal lovers every month and rank among the leading specialist animal marketplaces.
Pet Media Group, which already operates seven digital pet marketplaces in seven countries, brings the know-how and network to support ehorses as it develops. The ehorses team stays at its home on the Rittergut Osthoff estate and gains access to an international team and new growth opportunities in global equestrian sport.
"ehorses was a dream platform for us from the very beginning. With its strong market position, international reach and great team, the company fits our vision of a globally leading group of digital pet marketplaces perfectly. We are all the more delighted to welcome ehorses to Pet Media Group."
ehorses had been part of the NOZ/mh:n group since 2011, growing in that time from a small company into the world's leading digital horse marketplace. With the group's support, ehorses showed that selling horses online is a viable and successful business model.
"When we took over ehorses, the business model was funded entirely by advertising. Today's business model was developed together with us. We are very proud of what we have achieved together."
The NOZ/mh:n media group includes newspaper publishers with a total of 36 daily titles in northern Germany. Until 2030 its focus is on its own core competence, relevant local journalism, and the full digitalisation of that core business.
Both the NOZ/mh:n media group and the ehorses team look back gratefully on their time together and are convinced that Pet Media Group's international focus is the right way to continue the ehorses success story worldwide.
About ehorses
With around 2.4 million monthly users and more than 100,000 horses listed for sale each year, ehorses is the world's leading digital horse marketplace. The company complements its portfolio with the edogs and ecats platforms, reaching millions of animal lovers. ehorses GmbH & Co. KG is headquartered on the Rittergut Osthoff estate in Georgsmarienhütte near Osnabrück.
About Pet Media Group
Pet Media Group was founded in 2019 by Axel Lagercrantz and Eyass Shakrah and operates leading digital pet marketplaces in several European countries. The group follows a long-term buy-and-build strategy and keeps developing specialist platforms with shared technology, central product teams and new revenue models. Its investors include Verdane, Back in Black, Aligned Ventures and Avito founders Jonas Nordlander and Filip Engelbert. Pet Media Group's goal is to build the world's leading company for specialist digital marketplaces for pets and horses.