Pets4Homes acquires Breedera to support responsible breeders
The acquisition builds on Pets4Homes’ efforts to promote transparency and welfare across pet ownership
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Pets4Homes, the UK’s largest online pet marketplace, has acquired Breedera, a British app designed to help dog breeders manage records and ensure compliance.
As part of the deal, Breedera founder Mike White joins Pets4Homes as head of breeder success, overseeing integration of the platform and supporting breeders across the UK and Europe.
Breedera will continue to operate under its own name, backed by Pets4Homes’ technology and reach.
Founded in Hull, Breedera allows breeders to track heat cycles, pregnancies, whelping, feeds, and medical treatments, bringing administrative and welfare data into a single digital tool. The platform has around 5,000 monthly active users in 91 countries, including the UK, US, Canada and Australia.
The acquisition builds on Pets4Homes’ efforts to promote transparency and welfare across pet ownership. The platform, used by more than seven million people each month, rehomes over 2,700 animals daily in the UK.
Breedera was founded by White and software developer Chris Hill, who created the app in consultation with breeders. The company has received support from the European Regional Development Fund and the Northern Powerhouse initiative.
Both companies said the partnership reflects a shared commitment to ethical breeding and better use of technology to improve animal welfare.
White said: “The partnership would enable the company to expand its mission of simplifying responsible breeding. I started Breedera because breeders were drowning in paperwork. Our purpose has always been to relieve responsible breeders from overwhelm and give them back time for their dogs. Joining Pets4Homes means we can support breeders from the first signs of a heat cycle to the day each puppy finds their home.”
Axel Lagercrantz, Pets4Homes chief executive, added: “We’ve known Mike and Breedera for years and have always admired their commitment to responsible breeding. This acquisition allows us to support breeders throughout the process and extend our safeguarding systems further up the chain.”
