Our history and background

We are a Stockholm-based startup that develops, launches, and acquires market-leading pet and horse marketplaces across Europe.

Our mission is to increase the trust, safety and convenience when selling or buying a pet through technology, infrastructure creation, access to capital and innovative business models.

The company was founded by two old-time Swedish friends Eyass Shakrah and Axel Lagercrantz. The two of them saw a strong need to make the process of buying or selling pets more trusted, safe and convenient.

The brands we choose to partner with and acquire are all market-leading and often times decades old. Through innovation, technology and access to capital, we believe we have a unique position to lead the modernization of pet marketplaces all over Europe.

Some quick facts




Avg. Customer


Team Members from 19 different countries


Years since


PMG has been profitable since its first year.


Present in 6 markets
across Europe


Pets find new loving homes through us each year


Of team consisting of Engineers

Backed by some of Europe’s most seasoned investors


Otiva is the private investment vehicle of the founders of Avito.ru (sold to Naspers for $4bn). Otiva has invested into many of Europe’s fastest growing companies.

Back in Black Capital

Back in Black is the investment vehicle of the Swedish Lundin family, along with some other notable Swedish technology investors.

Aligned VC

Aligned VC is a Swedish technology investor, founded by Christian af Jochnick and Eric Rydman Carlsson

Verdane Capital

Verdane Capital is a private equity fund focused on fast growing businesses, with total committed capital of €1.8bn since 2003.

Do you run a pet marketplace today?

contact pet media group

We would love to get in touch with you and tell you more about how we potentially can partner together. Our acquisition process is very simple and straight-forward, as we probably both have more important things to do than to read through page after page of legal documents!