Press release
Pet Media Group acquires Puppyplaats.nl, the Netherlands' largest dog classifieds site
· Stockholm
Pet Media Group, the Sweden-based operator of Europe's largest online marketplace for pets, Pets4Homes, announces the acquisition of another European pet classifieds site. In line with the company's strategy to become the leading destination globally for pets and their caregivers, it has acquired the Netherlands' largest dog classifieds site, Puppyplaats.nl, which has hundreds of thousands of visitors per month.
The move follows the company's recent acquisitions of the leading Italian pet marketplaces AnnunciAnimali.it and AllevamentiRazze.it in February 2021.
Since 2013, Puppyplaats.nl has been the go-to online destination for Dutch individuals and breeders to find puppies and dogs or suitable studs, with 85% of traffic coming from the Netherlands and 15% from Belgium. In line with Pet Media Group's other markets, Puppyplaats enforces strict listing rules to protect animal welfare standards, and has a strong focus on education and guidance for its users.
Pet Media Group will invest significantly in Puppyplaats.nl, building its products and services and rolling out the Pet Media Group technology platform to the Dutch market.
"Our latest acquisition again cements Pet Media Group's position as the world's leading operator of pet and equestrian related marketplaces, with the group now helping more than 10 million people find new animal companions each month across the UK, Sweden, Italy, and now the Netherlands. Through using innovative technology and by attracting the best talent in the industry, we believe that we have swiftly assumed the lead role in the digitalisation of the European pet rehoming market."
"I am proud of the position that Puppyplaats has managed to achieve as the most trusted environment to rehome puppies in the Netherlands. From the very start of our conversations, I felt there was a strong alignment between Puppyplaats's animal welfare values and those of Pet Media Group. As such, I feel comfortable about the growth and development of Puppyplaats under its new ownership."
During 2020, Pet Media Group introduced several solutions to support a safe rehoming process, such as digital contract signing, automatic fraud detection, two-step verification of IDs and the first safe deposit functionality to be introduced on a pet marketplace in Europe. Turnover for the group has more than doubled each year since inception and grew 200% from £0.5m in Q1 2020 to £1.5m in Q1 2021.
"The introduction of our safe deposit service is a testament to how technology can facilitate a transaction which historically has taken place in person. Over the coming year, we look forward to introducing our technology to Dutch consumers."
About Puppyplaats
Founded in 2013, Puppyplaats.nl is the largest dog classifieds site in the Netherlands, helping Dutch and Belgian families find puppies from responsible breeders.
About Pet Media Group
Pet Media Group operates leading pet and equestrian marketplaces in the UK, Sweden, Italy and the Netherlands, including Pets4Homes, Hästnet, AnnunciAnimali and Puppyplaats.