Musti Group acquires Animail – further strengthening its online offering
For the second time in a short period of time, Musti Group is proud to announce further expansion in the digital segment. Musti Group will acquire the Swedish online retailer Animail, strengthening the group´s omni-channel strategy and manifesting its position as the leading pet specialty retailer in the Nordics.
Musti Group operates a network of 250 pet specialty stores in Finland, Sweden and Norway – offering a wide range of pet supplies, accessories, foods and adjacent pet related services. Private equity firm EQT is the majority owner of the group with total end consumer sales exceeding EUR 175 million through store network brands like Musti ja Mirri, Musti, Arken Zoo and Djurmagazinet.
Animail, with over ten years in the business, has for many years been the frontrunner in the online retailer segment in the Nordics with sales close to EUR 10 million.
“The add-ons made this past week complements our strong physical store network. Recent acquisitions are part of boosting consumer sales in digital channels, taking us closer to our aggressive target of reaching 20% of total end consumer sales online. By further strengthening our online offering we´re even better prepared to accommodate the needs of Nordic pets and their parents. Through our top of the line omni-channel network we´re able to meet the ever-so high demand of high-quality pet supplies and pet related services”, says David Rönnberg, CEO at Musti Group.
Alexander Olsson, CEO at Animail shares his view on the acquisition: ”It´s exciting for Animail to join forces with Musti Group at this point. The online segment in the specialist pet trade is still in a phase of development, and the long-term background and knowledge that Musti Group possesses will add great value for Animail going forward”.
“This is a strategically important step for Animail. Musti Group will add great large-scale advantages and a widened product assortment, both important tools to succeed in this vertical”, says Torkel Hallander, Chairman of the board in Animail AB.