Alvar Pet, a prominent Finnish direct-to-consumer pet food brand, has recently made waves in the pet industry by acquiring Verkkokauppa Kivuton (Kivuton), a leading Finnish online store specializing in pet health. This strategic move comes on the heels of Juuri Partners’ announcement of joining forces with Alvar Pet as a key strategic partner.
The amalgamation of Alvar Pet and Kivuton signifies a significant development in the Nordic pet market, as it brings together two influential players to form the region’s largest online store dedicated to pet health. A statement released by the company underscores their commitment to offering pet owners a diverse array of veterinarian-developed products and tailored diets designed to meet the unique needs of each pet.
Ilari Haataja, co-founder and CEO of Alvar Pet, expressed enthusiasm about the collaboration, stating, “We are thrilled to merge our expertise with Kivuton. With its origins as a veterinary clinic, Kivuton has long been dedicated to pet health. By uniting our strengths, we can provide unparalleled nutritional guidance and a comprehensive range of specialty diets for pet owners who prioritize the well-being of their beloved companions.”
Juuri Partners, a prominent Finnish growth investor, has also thrown its weight behind the venture as a strategic partner. Anita Ojala, a partner at Juuri Partners, highlighted the potential for growth in the online pet market, emphasizing the unique position that the combined entity holds in catering to pet health needs comprehensively.
The collaboration with Juuri Partners marks a pivotal moment for Alvar Pet, enabling the company to embark on its next phase of growth. Haataja emphasized the seamless cooperation between the parties, underscoring their shared vision of positioning the company as a leader in sustainable pet well-being across Europe.
Alvar Pet is poised to capitalize on significant growth opportunities within the premium pet product segment. Citing a Bloomberg Intelligence report, the global pet market is projected to reach a staggering US$500 billion by 2030, with a surge in demand for personalized pet diets. Drawing from its extensive database covering over 100,000 dogs, Alvar Pet has identified a growing trend wherein pet owners seek specialized nutrition to address their pets’ unique dietary requirements.
Haataja remarked, “Pet owners are increasingly inclined towards enhancing their pets’ health through tailored nutrition. Alvar Pet’s products, developed under the guidance of veterinarians, coupled with Kivuton’s extensive range of specialty diets, are poised to democratize access to premium, responsibly sourced pet foods across the Nordics.”
In the past three years, Alvar Pet has emerged as one of Europe’s fastest-growing startups in the pet industry. The combined annual sales of Alvar Pet and Kivuton have surpassed €10 million (US$10.8 million), boasting an impressive 60% annual organic growth rate. With a customer base spanning over 40,000 pet households across Nordic countries like Finland, Sweden, and Denmark, Alvar Pet is well-positioned to consolidate its position as a market leader in the region.
