Alvar Pet acquires Verkkokauppa Kivuton to form pet health superstore

Finnish pet food brand Alvar Pet has acquired e-commerce platform and pet health product supplier Verkkokauppa Kivuton. The enlarged company will form the Nordics’ largest online store for pet health. 

The European pet tech market is forecasted to grow at a rate of 20.7% per year until 2028. Kivuton originated as a pet health clinic before its founders digitised their services and pivoted towards the distribution of health products. 

The joint annual sales of Alvar Pet and Kivuton have surpassed 10 million euros, exhibiting a 60 percent AGR, and acquiring Kivuton allows Alvar to reach the increasing number of pet owners whose dogs have special needs.

The acquisition follows previous news of an investment from Juuri Partners, wherein Juuri became a majority stakeholder in the new entity.

“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,” commented Alvar Pet co-founder and CEO Ilari Haataja.

“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,” said Juuri Partners' partner, Anita Ojala.