The pet supplies industry in the Nordics is a vibrant sector characterized by a mix of traditional and innovative companies. This industry includes retailers, manufacturers, and service providers focused on pet food, health products, and grooming supplies. As pet ownership rises in the region, businesses are expanding to offer organic, sustainable, and tech-driven products that cater to health-conscious pet owners. Consumers are increasingly seeking solutions tailored to their pets' well-being, driving growth in premium and specialty products. Additionally, e-commerce is rapidly gaining traction, making pet supplies more accessible and competitive than ever before.

This article highlights 19 prominent investors in the Nordics' pet supplies sector. A mix of private equity firms and venture capitalists, these investors are primarily based in Stockholm, Oslo, and Copenhagen. Ranging in size from boutique firms to multinational corporations, they have varying founding years, from 1983 to 2021. In 2024, these investors completed between 0 and 45 deals, showcasing their active involvement in enhancing the pet supplies market through innovative and strategic investments.

Top 19 Pet Supplies 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. In the pet supplies context, EQT has made several notable investments, including the acquisition of Musti ja Mirri Group, a leading pet specialty retailer in the Nordic countries, and Evidensia Djursjukvård, the Nordic market leader in veterinary services. They also invested in Bought By Many, a leading pet insurance provider, as part of a significant funding round. These transactions highlight EQT's strategic focus on the pet industry, showcasing their commitment to enhancing and expanding their portfolio in this sector.

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, and provides capital and hands-on support to help businesses scale. Verdane focuses on digitalization and decarbonization trends, 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 funding round in August 2019, indicating their engagement in the pet supplies sector. This investment showcases their interest in companies that cater to pet owners and the broader pet industry, despite their primary focus on technology.

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 health issues such as dental care and anxiety. Swedencare operates an online store for direct consumer sales. In recent years, the company has made several strategic acquisitions to enhance its portfolio in the pet healthcare sector. Notable transactions include the acquisition of NaturVet for $447.5 million, which specializes in therapy supplements for pets, and Nutravet for 375 million SEK, a producer of animal healthcare products. Additionally, Swedencare acquired Animal Pharmaceuticals Inc. for approximately 131 million SEK and Stratford Pharmaceuticals for about $16.99 million. Most recently, they acquired Vet Buyers Direct, a company focused on veterinary clinic memberships, further expanding their sales channels in the veterinary industry. These transactions highlight Swedencare's active role in the pet supplies market and its commitment to enhancing pet health through innovative products.

4. Nordic Capital

• Website: nordiccapital.com
• Type: Private Equity
• Headquarters: Stockholm, Stockholm, Sweden
• Founded year: 1989
• Headcount: 201-500
• Number of deals in 2024: 10
• LinkedIn: nordic-capital

Nordic Capital is a private equity firm based in Stockholm, Sweden, founded in 1989. The firm specializes in investments across various sectors, including healthcare and technology, and is known for partnering with management teams to drive growth and operational improvements in portfolio companies. Nordic Capital has a strong focus on creating long-term value and sustainability in its investments. Notably, they have made significant investments in the pet industry, including the acquisition of AniCura in 2014, a leading provider of veterinary care in Europe, and their involvement in United Veterinary Care, which raised funds in 2021. These transactions highlight their engagement in the pet supplies and veterinary care sectors, aligning with their broader investment strategy.

5. eEquity

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

eEquity is a Stockholm-based venture capital firm founded in 2010, specializing in growth equity investments. The firm focuses on digitally enabled business models primarily in the Nordics, partnering with entrepreneurs in the technology and retail sectors to provide capital and strategic support for scaling businesses. Notably, eEquity has made investments in the pet supplies industry, including Zoo.se, a pet supply retailer, which raised an undisclosed amount in a private equity round in January 2022. Additionally, eEquity invested SEK 50 million in PS of Sweden, a retail business that, while focused on equestrian products, operates within the broader pet supplies market. These transactions highlight eEquity's engagement in the pet supplies sector, alongside their broader investment strategy.

6. 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 focuses on enhancing operational efficiency and sustainable growth for its partners through tailored investment strategies and digital transformation solutions. Altor has been involved in various sectors, including technology and consumer products. Notably, they acquired Hamlet Protein, a Danish producer of animal and aquaculture feed, in 2015, positioning the company as a leader in high value-add young animal feed. This investment highlights Altor's engagement in the pet supplies industry, particularly in animal nutrition, which is essential for pet care. Other transactions include investments in brands like Ideal of Sweden and Aarke, which, while not directly related to pet supplies, showcase Altor's diverse investment portfolio.

7. Katapult

• Website: katapult.vc
• Type: Venture Capital
• Headquarters: Oslo, Oslo, Norway
• Founded year: 2017
• Headcount: 11-50
• Number of deals in 2024: 8
• LinkedIn: katapult-accelerator

Katapult is an impact investment firm based in Oslo, Norway, founded in 2017. They specialize in supporting tech startups that tackle global challenges through investment, accelerator programs, and mentorship. Katapult has been involved in various sectors, including climate-tech and ocean-tech. Notably, they invested in Alvar Pet, which raised $157,681 in a seed round in December 2022, indicating their engagement in the pet supplies industry. This investment showcases their interest in diverse sectors, including pet supplies, while still maintaining their broader focus on impactful technology startups.

8. 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 focuses on building long-term relationships with entrepreneurs to help them achieve their business goals. Heartcore has been involved in various transactions, including notable investments in the pet supplies industry, such as Front of the Pack, a European pet health startup. They participated in both a seed funding round of $3.5 million in September 2020 and a Series A funding round of $10 million in July 2021 for the same company. These investments highlight Heartcore's engagement in the pet supplies sector, alongside their broader investment strategy in technology-driven businesses.

9. Vimian Group

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

Vimian Group is a corporate investor based in Stockholm, Sweden, founded in 2021. The company is dedicated to improving animal health through innovative diagnostics, treatments, and veterinary services. Vimian serves both veterinary professionals and pet owners, addressing unmet medical needs in the animal health sector. Notably, Vimian has made several strategic acquisitions that enhance its presence in the pet supplies industry. For instance, the acquisition of Laboratoire de Dermo-Cosmétique Animale (LDCA) in September 2021, a French pet dermatology specialist known for its Dermoscent® brand, significantly bolstered Vimian's dermatology product offerings. Additionally, their acquisition of Vertical Vet, LLC in April 2022, which provides procurement and support services to veterinary clinics in the US, further strengthens their position in the veterinary services market. These transactions illustrate Vimian's commitment to expanding its influence in the pet health and supplies sector.

10. Priveq

• Website: priveq.se
• Type: Private Equity
• Headquarters: Stockholm, Stockholm, Sweden
• Founded year: 1983
• Headcount: 11-50
• LinkedIn: priveq-investment

Priveq is an investment management and private equity firm based in Stockholm, Sweden, founded in 1983. The firm specializes in providing growth capital to companies across various sectors, with a history of investing in over 130 companies. Priveq focuses on helping growth-stage companies achieve their objectives through strategic guidance and financial support. Notably, Priveq has made investments in companies such as Equestrian Stockholm, which caters to the equestrian community, indicating their engagement in the pet supplies sector. Additionally, they have participated in funding rounds for companies like Trendhim and Mediplast AB, although these are not directly related to pet supplies. Their diverse investment portfolio suggests a willingness to explore various markets, including those related to pet supplies.

11. 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 multiple 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 significant strides in the pet supplies industry, exemplified by its investment in BioCraft Pet Nutrition, which raised funds in a seed round in April 2021. This investment highlights Orkla's strategic interest in the pet nutrition market, complementing its broader portfolio of consumer goods. Additionally, Orkla has engaged in various acquisitions to enhance its growth platform in the food industry, although these transactions primarily focus on food ingredients and health products rather than pet supplies. Nevertheless, the investment in BioCraft Pet Nutrition positions Orkla as a relevant player in the pet supplies sector.

12. Sealand Capital

• Website: sealandcapital.com
• Type: Venture Capital
• Headquarters: Copenhagen, Denmark
• Founded year: 2008
• Headcount: 1-10
• LinkedIn: 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 various industries, providing capital, strategic guidance, and operational support to help startups grow and succeed. Notably, Sealand Capital participated in the Series A funding round for Epet.com, which raised approximately $22.6 million on June 27, 2016. Epet.com is a platform that caters to the pet supplies market, indicating Sealand's engagement in this sector. Additionally, they have invested in Mecindo Ltd and Airshells, although these companies are not directly related to pet supplies. Overall, Sealand Capital's involvement with Epet.com highlights their potential relevance to the pet supplies industry.

13. 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 a corporate 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 made significant investments in the pet supplies sector, particularly in plant-based pet food startups. They participated in a $1.5 million seed funding round for OMNI, a plant-based dog food startup, which aims to expand its product line to include plant-based dog treats. Additionally, they invested in THE PACK, which raised $1.01 million to launch its first nutritionally complete oven-baked dried dog food. These transactions highlight Kale United's active role in the pet supplies industry, particularly in promoting sustainable and health-focused pet food options.

14. Novo Holdings

• Website: novoholdings.dk
• Type: Venture Capital
• Headquarters: Hellerup, Denmark
• Founded year: 1999
• Headcount: 51-200
• Number of deals in 2024: 45
• LinkedIn: novo-a-s

Novo Holdings A/S is a not-for-profit investment firm based in Hellerup, Denmark, founded in 1999. It manages the assets of the Novo Nordisk Foundation and primarily invests in life science companies at various stages of development. The firm provides capital and strategic support to enhance healthcare solutions. Notably, Novo Holdings has participated in significant transactions related to pet healthcare, such as its investment in Invetx, which raised US$60.5 million to develop monoclonal antibody therapeutics for chronic and serious diseases in dogs and cats. This involvement highlights Novo Holdings' commitment to advancing health solutions not only for humans but also for pets, thereby establishing its relevance in the pet supplies sector.

15. Lifeline Ventures

• Website: lifelineventures.com
• Type: Venture Capital
• Headquarters: Helsinki, Uusimaa, Finland
• Founded year: 2009
• Headcount: 1-10
• Number of deals in 2024: 14
• LinkedIn: 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, providing financial backing and advisory services to entrepreneurs across various sectors. Lifeline Ventures focuses on supporting resilient founders from the inception of their ventures. Among their notable transactions, they invested in OneMind Dogs, which raised around €400,000 to produce training videos for dog owners, showcasing their engagement in the pet supplies industry. Additionally, they have participated in various other funding rounds across different sectors, indicating a diverse investment portfolio.

16. Nordic Eye Venture & Growth Capital

• Website: nordiceye.com
• Type: Venture Capital
• Headquarters: Copenhagen, Denmark
• Founded year: 2016
• Headcount: 11-50
• LinkedIn: nordic-eye

Nordic Eye Venture & Growth Capital is a venture capital firm based in Copenhagen, Denmark, founded in 2016. The firm specializes in investing in growth companies within the technology and lifestyle sectors, providing capital and strategic support to help startups scale and achieve market fit. Notably, Nordic Eye has invested in Alpha Paw, a pet food and wellness line company based in Austin, Texas, which raised $8 million in Series A funding to expand its product line and acquire other pet brands. This investment highlights Nordic Eye's engagement in the pet supplies industry, showcasing their commitment to high revenue potential ventures. The firm collaborates closely with its portfolio companies to drive growth and successful exits, making them a valuable partner for startups in the pet supplies market.

17. Creandum

• Website: creandum.com
• Type: Venture Capital
• Headquarters: Stockholm, Stockholm, Sweden
• Founded year: 2003
• Headcount: 11-50
• Number of deals in 2024: 17
• LinkedIn: creandum

Creandum is a venture capital firm based in Stockholm, Sweden, founded in 2003. The firm specializes in supporting early-stage entrepreneurs in building global, category-defining companies. They provide venture capital investment, strategic support, and networking opportunities to startups across various sectors, including fintech and health tech. Notably, Creandum has been involved in several transactions relevant to the pet industry, particularly with FirstVet, a Swedish online veterinary clinic. They participated in multiple funding rounds for FirstVet, including a Series A round of approximately $5.9 million in June 2018, a Series B round of about $20.5 million in November 2019, and a Series C round of $35 million in November 2020. This consistent investment in FirstVet highlights Creandum's interest in the pet services sector, showcasing their commitment to nurturing companies that cater to pet health and care.

18. Nextmune

• Website: nextmune.com
• Type: Corporate
• Headquarters: Stockholm, Stockholm, Sweden
• Founded year: 2015
• Headcount: 51-200
• Number of deals in 2024: 1
• LinkedIn: artuvet-animal-health-b.v.

Nextmune is a corporate investor based in Stockholm, Sweden, founded in 2015. As a veterinary pharmaceutical company, Nextmune is dedicated to enhancing the health of dogs, cats, and horses through a range of products focused on allergy management, dermatology, and specialized nutrition. The company serves veterinarians and pet owners across more than 70 countries, providing high-quality solutions for various pet health issues. In 2021, Nextmune 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 aimed to strengthen their dermatology product offerings in France. In early 2024, Nextmune further expanded its portfolio by acquiring Vetbiotek, a move that underscores its commitment to enhancing its dermatology product range. These strategic acquisitions position Nextmune as a significant player in the pet supplies market, particularly in the health and wellness segment.

19. BackingMinds

• Website: backingminds.com
• Type: Venture Capital
• Headquarters: Stockholm, Stockholm, Sweden
• Founded year: 2016
• Headcount: 1-10
• Number of deals in 2024: 5
• LinkedIn: backingminds

BackingMinds is a venture capital firm based in Stockholm, Sweden, founded in 2016. The firm focuses on investing in early-stage tech companies and supports high-performing founders, particularly those from diverse backgrounds and outside traditional networks. Their investment strategy emphasizes social, environmental, and financial impact, aiming to empower overlooked entrepreneurs in the Nordics and Baltics. Notably, BackingMinds has invested in Denjo Dogs, a pet-related startup, in multiple seed rounds, indicating their engagement in the pet supplies industry. Additionally, they have invested in Mylla, a food startup, which showcases their interest in innovative marketplaces, although it is not directly related to pet supplies. Overall, their involvement with Denjo Dogs highlights their relevance in the pet supplies sector.

Pet Supplies Insights: Key Investors in the Nordics

Want to find more investors focusing on the pet supplies industry?

With Inven, you'll also get to know:

• Deal History: Number of deals and their sizes.
• Portfolio: Companies they've invested in.
• Contact data: Key dealmakers, including their emails and phonenumbers.
• ...and much more!