About us

Marketplaces built for pets and horses

Pet Media Group runs nine pet and equestrian brands in seven countries. Each year 1.7 million pets and horses find new families through them.

Pets4Homes · United Kingdom
Pets4Homes homepage, our marketplace in United Kingdom
Lancaster Puppies · United States
Lancaster Puppies homepage, our marketplace in United States
Deine Tierwelt · Germany
Deine Tierwelt homepage, our marketplace in Germany
PuppyPlaats · Netherlands
PuppyPlaats homepage, our marketplace in Netherlands
Annunci Animali · Italy
Annunci Animali homepage, our marketplace in Italy
Mundo Animalia · Spain
Mundo Animalia homepage, our marketplace in Spain
Hästnet · Sweden
Hästnet homepage, our marketplace in Sweden
ehorses · Global
ehorses homepage, our marketplace in Global
Breedera · Global
Breedera homepage, our marketplace in Global

Our story

How we got here

Pet Media Group started with a plain observation: buying or rehoming a pet was slow, unclear, and too easy to get wrong.

Founded by longtime friends Axel Lagercrantz and Eyass Shakrah, who both thought finding a pet should feel a lot less like a gamble.

So we built the thing we wanted to exist. Breeders are ID-verified before they can list, adverts are moderated, payments are protected through PawCover, and there is a human on support at any hour.

Today that work runs across nine brands in seven markets, and 1.7 million pets and horses find homes through them each year.
Axel LagercrantzEyass Shakrah

Axel Lagercrantz & Eyass Shakrah

Founders of PMG

2018
Founded
84
Team size
7
Markets
19
Nationalities

Why we exist

A single purpose across every marketplace

Pet Media Group was founded to make rehoming pets and horses safer, simpler and more transparent. Today that purpose is delivered by nine brands, one shared platform, and 84 people across seven markets.

We believe the right match between a family and a pet starts with trust. That means clear listings, verified breeders, protected payments and support that continues after a pet arrives home.

Our model is straightforward: we partner with founders who have built a trusted brand in their market, then invest in product, safety and data to help them grow without losing what made them special.

The result is a network that combines local expertise with shared standards. A family looking for a puppy in Pennsylvania gets the same welfare checks and the same customer care as one looking for a horse in Sweden.

Our people

Meet the team

A few of the 84 people building trusted pet and equestrian marketplaces across seven markets.

Join the team

Questions

Frequently asked questions

The things people most often ask about our group, our marketplaces and how we work.

Pet Media Group is a group of nine pet and equestrian brands operating across seven markets. Founded in Stockholm in 2018, we build the most trusted marketplaces for rehoming pets and horses, connecting families with verified breeders and rehomers.

Our portfolio includes Pets4Homes in the UK, Lancaster Puppies in the US, PuppyPlaats in the Netherlands, Annunci Animali in Italy, Mundo Animalia in Spain, Hästnet in Sweden, Deine Tierwelt in Germany, ehorses globally, and Breedera, our breeder software platform.

Through our platforms each year, 1.7 million pets and horses find homes across our seven markets.

Every marketplace shares the same trust and safety foundation: ID-verified breeders, moderated listings, protected payments through PawCover, and dispute support. Safety is built into the product rather than added on top.

Yes. We partner with founders who have built the most trusted brand in their market, then invest in product, technology and safety so the business can grow while keeping its local character. You can reach our team through the contact page.

We have offices in Stockholm and Berlin, with a team of 84 people from 19 nationalities working across our seven markets.

Join us

Want to be part of our story?

We are always looking for people who care about pets, product and doing things the right way.

View open roles