Overview
Fressnapf, known as Maxi Zoo in many countries, is Europe's leading retailer of pet food and pet supplies. It runs close to 2,900 stores in 15 European countries, together with online shops and an app. For a pet food, pet care or pet accessories brand, Fressnapf is one of the most important retail partners in Europe.
Who is behind Fressnapf
Fressnapf was founded by Torsten Toeller and is headquartered in Krefeld, Germany. In 2025 Fressnapf | Maxi Zoo grew revenue by 2.5% to EUR 3.7 billion, and its operating result rose about 11% to EUR 380 million. It operates 2,888 stores, including franchise stores and joint ventures, and is market leader in nine of its 15 countries. About 65% of its revenue comes from outside Germany. In Germany most stores are run by independent franchise partners, while in other countries the stores are owned directly.
Growing in stores and online
Fressnapf opened close to 200 new stores in 2025, especially in France, Italy and Poland, and tested smaller urban stores in Copenhagen and Paris. It built a new e-commerce centre to serve several European markets and introduced a pick-from-store model to deliver online orders faster. Its loyalty programme, Fressnapf Friends, is a central lever for 2026. Fressnapf has long said it wants to become "the" marketplace for everything around pets.
How brands can work with Fressnapf
Fressnapf works with brands as suppliers for its stores and online shops, alongside its own brands. A brand approaching Fressnapf should be ready with:
- Pet products with clear benefits, such as food, treats, care or accessories.
- EU pet food and product compliance, including correct labelling for each country.
- Product content and packaging in many languages for Fressnapf's 15 markets.
- Supply capacity for a large store network and online shops.
- Marketing support, including for Fressnapf's loyalty programme.
Why Fressnapf matters for brands
Fressnapf combines Europe's largest pet store network with growing online sales, giving pet brands access to pet owners in 15 countries.
How eBrands looks at Fressnapf
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you have a pet brand and want to see how Fressnapf could sit alongside the channels you already use, we are happy to talk it through.
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