Musti ja Mirri, the Helsinki-based pet food retailer, has announced its acquisition of Animail, an online pet food retailer based in Stockholm.
No financial details have been disclosed of the transaction, which will help Musti ja Mirri to attain a 20 per cent share of the market for pet food. It is reported in various online media that according to CEO David Rönnberg, the sector average for online retailing is 10 to 12 per cent.
The Animail online shop was established in 2007 under the direction of CEO Alexander Olsson. The company has received backing from investors such as Verdane, Nordic Etail and Optimizer Invest, who will now all leave the company, according to media reports.