Pet Media Group – the company behind the online pet sales site Pets4Homes – has acquired Italy’s largest specialised marketplace for pets, AnnunciAnimali.it.
The Swedish-based group says the acquisiton will allow it to strengthen its presence across European pet markets, as well as aiding the improvement of international animal welfare policies.
The AnnunciAnimali.it site boasts more than 1.5 million users per month.
The purchase also includes AllevamentiRazze.it, Italy’s largest website tailored specifically for the needs of breeders and rescue centres. The acquisition is in line with Pet Media Group’s strategy to become the dominant destination globally for pets and their caregivers.
Since 2005, AnnunciAnimali.it and AllevamentiRazze.it have been the go-to online destinations for Italian prospective pet owners and breeders alike to rehome animals, whether it be dogs, cats or horses. In concurrence with Pet Media Group’s other websites, Pets4Homes (UK market) and Hästnet (Nordic market), the Italian websites enforce strict listing rules to ensure that animal welfare standards are met, and have a strong focus on education and guidance for their users.
The acquisition will see Pet Media Group investing into the teams of AnnunciAnimali and AllevamentiRazze, building their products and services, and introducing innovative new technology to the Italian pet marketplace.
Axel Lagercrantz, co-founder and CEO of Pet Media Group, said: “This acquisition cements Pet Media Group’s position as the world’s leading operator of pet and equestrian related marketplaces, with the Group now helping more than 10 million people to find new animal companions each month across the UK, Sweden and Italy.
“Through using innovative technology and by attracting the best talent in the industry, we believe that we are in a good position to be the undisputed leader of the digitalisation of the European pet rehoming market.”
Mr. Marino Tilatti, founder of AnnunciAnimali and AllevamentiRazzi, said: “Having seen how Pet Media Group has managed to grow both its UK and Nordic presence while having a relentless focus on improving animal welfare makes me confident that the websites are in good hands, and I look forward to working with Pet Media Group to continue the journey I started more than 15 years ago.”
