Alvar Pet Acquires Kivuton to Form Nordics' Largest Online Pet Health Store

Finnish direct-to-consumer pet food brand Alvar Pet has acquired Ecommerce platform and pet health product supplier Kivuton. The combined entity will create the Nordics' largest online store specialising in pet health, offering a wide range of veterinarian-developed products and individually tailored diets for pets.

Transaction snapshot

  • Deal value: N/A
  • Deal multiples: N/A
  • Deal type: Acquisition
  • Investors: Alvar Pet

The European pet tech market is expected to grow at a rate of 20.7% annually until 2028. Kivuton started as a pet health clinic before its founders digitised their services and shifted towards distributing health products. The acquisition allows Alvar Pet to reach a growing number of pet owners whose dogs have special needs.

Alvar Pet co-founder and CEO Ilari Haataja commented, "Pet owners are showing increased interest in supporting the health and special needs of their pets through nutrition. Products of Alvar Pet are developed under our veterinarian's guidance, and Kivuton offers the most extensive range of special diets in the country. Together, we aim to make individual and responsible premium pet foods more accessible to pet owners across the Nordics."

Juuri Partners' partner, Anita Ojala, stated, "We have closely followed the development of the pet market and see interesting growth opportunities, especially in the online segment. By combining a strong brand in pet wellbeing with an online store specialised in veterinary pet diets, we're creating a unique player in the market that caters to pet health comprehensively. We are excited to be part of this fantastic growth story together with the entrepreneurs."

The joint annual sales of Alvar Pet and Kivuton have surpassed 10 million euros, exhibiting a 60 percent annual growth rate. Alvar Pet serves more than 40,000 pet households across Nordic countries such as Finland, Sweden, and Denmark.

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