Musti ja Mirri

EBITDA: EUR 10 million in 2015
Number of Employees: 900
Sales: EUR 117 million in 2015

Musti Group is the leading pet specialty retailer in the Nordics. The company operates 115 stores in Finland, 115 in Sweden and 4 in Norway and it’s product assortment comprises a wide range of pet supplies and accessories as well as pet foods.

Musti Group was founded in 1988 in Finland and entered the Swedish market in 2012. In March 2015, Musti Group acquired the franchisor of 91 Arken Zoo and Djurmagazinet pet stores and 11 Vettris veterinary clinics in Sweden. Musti Group opened its first stores in Norway in October 2016. The Musti stores offer a wide assortment of products including high quality pet food and accessories for dogs, cats, rabbits, rodents, birds and aquarium fishes.

The successful and well-developed retail concept is based on a wide assortment of pet food and accessories in combination with a strong culture of dedicated, knowledgeable and service minded employees.

To Musti ja Mirri

Market trends and drivers

The ongoing pet humanization trend is driving an increasing demand for high quality food and premium brands as well as a higher spend on accessories. Pet owners are increasingly viewing pets as family members and are becoming more focused on the pet’s wellbeing and comfort, which increases the awareness of high quality food ingredients resulting in pet owners purchasing healthier, high protein foods from premium brands and manufacturers. These trends are also supporting the positive development of the pet specialty retail channel taking market share from other sales channels such as grocery stores and independent retailers.

Investment potential

EQT Mid Market’s strategy is to accelerate the growth of Musti Group through continued expansion of the store network across the Nordics, further development of the online and omni-channel platform and further development of adjacent pet related services.