The pet accessories manufacturing industry in the Nordics has experienced notable growth reflecting the region's increasing pet ownership rates and a rising focus on pet health and wellness. Companies operating in this space range from startups creating innovative training tools and organic pet food to established manufacturers producing durable toys and pet care products. This industry is evolving to meet consumer demand for sustainable and ethical options. With ongoing trends toward premiumization, businesses are diversifying their offerings to include health-conscious and environmentally friendly items, signaling a strong future for this market segment.


The list features a mix of venture capital and private equity firms headquartered in Stockholm, Oslo, and Copenhagen. Investors of various sizes—from small teams to major firms with extensive resources—have been active. Founded between 1985 and 2021, these investors collectively engaged in 56 deals in 2024, illustrating a vibrant interest in the pet accessories manufacturing sector. This mix signifies both the robust growth potential in this niche as well as the investors' varying strategies.


Top 12 Pet Accessories Manufacturing Investors in the Nordics


1. EQT Group

  • Website: eqtgroup.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1994
  • Headcount: 1001-5000
  • Number of deals in 2024: 30
  • LinkedIn: eqt-partners

EQT Group is a prominent investment firm founded in 1994, specializing in private equity, infrastructure, real estate, growth equity, and venture capital. Based in Stockholm, Sweden, EQT serves institutional investors by managing diverse investment portfolios across various sectors and geographies. Among their notable transactions in the pet industry, EQT acquired Musti ja Mirri Group, a leading pet specialty retailer in the Nordic countries, and invested in Bought By Many, a significant player in pet insurance. Additionally, they have made investments in veterinary services through their acquisition of Independent Vetcare and Evidensia Djursjukvård, further showcasing their commitment to the pet sector. These activities highlight EQT's strategic focus on the pet market, making them a relevant investor in the pet accessories manufacturing space.


2. Verdane

  • Website: verdane.com
  • Type: Private Equity
  • Headquarters: Oslo, Oslo, Norway
  • Founded year: 1985
  • Headcount: 51-200
  • Number of deals in 2024: 7
  • LinkedIn: verdane-capital

Verdane is a private equity investment firm based in Oslo, Norway, founded in 1985. The firm specializes in growth equity investments, particularly in technology-enabled companies, providing capital and hands-on support to help businesses scale. Verdane focuses on trends such as digitalization and decarbonization, primarily targeting technology companies looking to enhance their market position and operational efficiency. Notably, Verdane has invested in Pet Media Group, which raised $12 million in a Series A round in August 2019, indicating their engagement in the pet industry. Additionally, they have made several investments in other sectors, such as Babyshop, which, while not directly related to pet accessories, showcases their active investment strategy in consumer-focused businesses.


3. Swedencare

  • Website: swedencare.com
  • Type: Corporate
  • Headquarters: Malmo, Skåne, Sweden
  • Founded year: 2000
  • Headcount: 11-50
  • Number of deals in 2024: 1
  • LinkedIn: swedencare

Swedencare is a corporate investor based in Malmo, Skåne, Sweden, specializing in pet health products. Founded in 2000, the company offers a range of dietary supplements aimed at improving the health of dogs, cats, and horses, addressing various issues such as dental care and anxiety. Swedencare operates an online store for direct consumer sales. In recent years, the company has made significant acquisitions to enhance its portfolio in the pet accessories manufacturing sector. Notable transactions include the acquisition of NaturVet for $447.5 million, which specializes in therapy supplements for pets, and Custom Vet Products, a UK-based producer of soft chews for pets, acquired for over £10 million. These strategic moves reflect Swedencare's commitment to expanding its presence in the pet accessories market and enhancing its product offerings.


4. Altor Equity Partners

  • Website: altor.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2003
  • Headcount: 51-200
  • Number of deals in 2024: 6
  • LinkedIn: altor

Altor Equity Partners is a private equity investment management firm based in Stockholm, Sweden, founded in 2003. The firm specializes in providing consulting services across various sectors, including technology and consumer products, with a focus on enhancing operational efficiency and sustainable growth for its partners. Notably, Altor has been involved in several significant transactions, including the acquisition of Hamlet Protein, a Danish company that produces high value-add young animal feed, which positions it as a key player in the animal care sector. This investment reflects Altor's commitment to the pet and animal industry, alongside their other investments such as Ideal of Sweden and Sonion A/S, showcasing their diverse portfolio and strategic approach to growth.


5. eEquity

  • Website: eequity.se
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2010
  • Headcount: 11-50
  • LinkedIn: eequity

eEquity is a venture capital firm based in Stockholm, Sweden, founded in 2010. The firm specializes in growth equity, focusing on digitally enabled business models primarily in the Nordics. eEquity partners with entrepreneurs in the technology and retail sectors, providing capital and strategic support to help them scale their businesses into regional and global leaders. Notably, eEquity has invested in Zoo.se, a company in the pet accessories sector, and PS of Sweden, which also operates in the retail space related to pet products. These transactions highlight eEquity's engagement with the pet accessories market, showcasing their interest in supporting growth within this industry.


6. Vimian Group

  • Website: vimian.com
  • Type: Corporate
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2021
  • Headcount: 1001-5000
  • LinkedIn: vimian-group

Vimian Group, founded in 2021 and based in Stockholm, Sweden, is a corporate investor focused on improving animal health through innovative diagnostics, treatments, and veterinary services. The company operates globally and serves both veterinary professionals and pet owners. Vimian has made several strategic acquisitions to enhance its offerings in the animal health sector. Notably, they acquired Laboratoire de Dermo-Cosmétique Animale (LDCA), a French pet dermatology specialist known for its Dermoscent® brand, which generated approximately EUR 5 million in revenue. This acquisition aims to strengthen Vimian's product offerings in the dermatology segment for pets. Additionally, Vimian has acquired various companies in the veterinary surgical and orthopedic implant markets, such as Kahu Vet Group and Freelance Surgical, which further demonstrates their commitment to the veterinary and pet care industries. These transactions highlight Vimian's strategy to expand its influence in the animal health market, including areas relevant to pet accessories.


7. Orkla ASA

  • Website: orkla.com
  • Type: Corporate
  • Headquarters: Oslo, Oslo, Norway
  • Founded year: 2017
  • Headcount: 10001+
  • Number of deals in 2024: 1
  • LinkedIn: orkla-asa

Orkla ASA is a leading industrial investment company based in Oslo, Norway, founded in 2017. The company operates across various sectors, including branded consumer goods, aluminium solutions, and financial investments. Orkla offers a diverse range of products, including food, snacks, health, and personal care items. Notably, Orkla has made strategic investments in the pet industry, such as its involvement in BioCraft Pet Nutrition, which raised funds in a seed round in April 2021. This investment highlights Orkla's commitment to expanding its portfolio to include pet-related products, aligning with its broader strategy of providing high-quality branded goods across various markets. Additionally, Orkla has engaged in several acquisitions in the food sector, which may complement its pet nutrition interests, although these transactions are not directly related to pet accessories.


8. Sealand Capital


Sealand Capital is a venture capital firm based in Copenhagen, Denmark, founded in 2008. The firm specializes in investing in early-stage, high-potential companies across a variety of industries, providing not only capital but also strategic guidance and operational support to help startups grow and succeed. Among their notable transactions, Sealand Capital invested in Epet.com, which raised $22,582,138 in a Series A round on June 27, 2016. This investment highlights their engagement in the pet accessories sector. Additionally, they have participated in other ventures such as Needit and Airshells, although these are not directly related to pet accessories. Their focus on scalable business models and disruptive technologies positions them as a valuable partner for businesses in the pet accessories manufacturing industry.


9. Heartcore Capital

  • Website: heartcore.com
  • Type: Venture Capital
  • Headquarters: Copenhagen, Denmark
  • Founded year: 2007
  • Headcount: 11-50
  • Number of deals in 2024: 17
  • LinkedIn: heartcorecapital

Heartcore Capital is a venture capital firm based in Copenhagen, Denmark, founded in 2007. The firm specializes in investing in early-stage technology companies and emphasizes building long-term relationships with entrepreneurs. Heartcore has been involved in various transactions, including notable investments in the pet accessories and health sector. For instance, they participated in funding rounds for Front of the Pack, a startup that focuses on pet health, contributing to both a $3.5 million seed round and a $10 million Series A round. This involvement highlights Heartcore's interest in the pet industry, particularly in innovative solutions that cater to pet health and wellness, which often overlaps with pet accessories manufacturing.


10. Kale United

  • Website: kaleunited.com
  • Type: Corporate
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2018
  • Headcount: 1-10
  • Number of deals in 2024: 2
  • LinkedIn: kaleunited

Kale United is an investment firm based in Stockholm, Sweden, founded in 2018. The firm specializes in sustainable food production through impact investments in plant-based and foodtech companies. It caters to both individual and institutional investors who are interested in supporting the transition to a plant-based lifestyle while achieving financial returns. Notably, Kale United has participated in significant transactions within the pet industry, including investments in OMNI, a plant-based dog food startup, and THE PACK, which focuses on plant-based pet food. These investments highlight their commitment to the pet sector, particularly in developing innovative and health-focused products for pets. Kale United's involvement in these ventures underscores its role in promoting sustainable practices within the pet accessories manufacturing context.


11. Nextmune


Nextmune is a corporate investor based in Stockholm, Sweden, founded in 2015. The company specializes in veterinary pharmaceuticals aimed at enhancing the health of dogs, cats, and horses. With a focus on allergy management, dermatology, and specialized nutrition, Nextmune serves veterinarians and pet owners across more than 70 countries. In 2024, they made a significant acquisition of Vetbiotek to expand their dermatology product portfolio. Additionally, in 2021, they acquired Laboratoire de Dermo-Cosmétique Animale, a French specialist in pet dermatology, known for its Dermoscent® brand, which generated approximately EUR 5 million in revenue. These transactions highlight Nextmune's strategic efforts to strengthen its position in the pet health market, particularly in areas that may intersect with pet accessories related to health and wellness.


12. Lifeline Ventures


Lifeline Ventures is a venture capital firm based in Helsinki, Uusimaa, Finland, founded in 2009. The firm specializes in early-stage investments in startups across various sectors, providing financial backing and advisory services to entrepreneurs. Lifeline Ventures focuses on supporting resilient founders from the inception of their ventures. Notably, they have invested in OneMind Dogs, which raised around €400,000 to produce training videos for dog owners, showcasing their engagement in the pet industry. Additionally, they have participated in funding rounds for other companies, such as Sulapac, which, while not directly related to pet accessories, demonstrates their diverse investment portfolio. Their active involvement in the pet sector through OneMind Dogs positions them as a potential investor in the pet accessories manufacturing space.



Pet Accessories Manufacturing Insights: Key Investors in the Nordics


InvestorHeadquarterSizeFoundedDeals 2024
EQT GroupStockholm, Stockholm, Sweden1001-5000199430
VerdaneOslo, Oslo, Norway51-20019857
SwedencareMalmo, Skåne, Sweden11-5020001
Altor Equity PartnersStockholm, Stockholm, Sweden51-20020036
eEquityStockholm, Stockholm, Sweden11-5020100
Vimian GroupStockholm, Stockholm, Sweden1001-500020210
Orkla ASAOslo, Oslo, Norway10001+20171
Sealand CapitalCopenhagen, Denmark1-1020080
Heartcore CapitalCopenhagen, Denmark11-50200717
Kale UnitedStockholm, Stockholm, Sweden1-1020182
NextmuneStockholm, Stockholm, Sweden51-20020151
Lifeline VenturesHelsinki, Uusimaa, Finland1-10200914


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