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Pet Media Group acquires Italian pet site

The purchase of the Italian site which boasts more than 1.5 million users per month, also includes AllevamentiRazze.it, a website tailored specifically for the needs of breeders and rescue centres

Pet Media Group, which operates UK online store Pets4Homes, has announced the acquisition of Italian pet classifieds site, AnnunciAnimali.it for an undisclosed sum.

The purchase of the Italian site which boasts more than 1.5 million users per month, also includes AllevamentiRazze.it, a website tailored specifically for the needs of breeders and rescue centres.

The acquisition falls in line with the group’s strategy to become the “dominant destination” globally for pets and their caregivers. Turnover for the company has reportedly more than doubled each year since inception in 2018, it saw a 200% increase from £500,000 in Q4 2019 to £1.5m in Q4 2020.

The acquisition will see Pet Media Group invest 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 finding new animal companions each month across the UK, Sweden and Italy.”

During 2020, Pet Media Group has introduced “several new innovative solutions” to facilitate a safe rehoming process, such as digital contract signing, automatic fraud detection, two-step verification of IDs, and the “first-ever” safe deposit functionality to be introduced for a pet marketplace in Europe.

Marino Tilatti, founder of AnnunciAnimali and AllevamentiRazzi, added: “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.

“I look forward to working with Pet Media Group to continue the journey I started more than 15 years ago.”

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