Alvar Pet has merged with Kivuton to establish the largest Nordic e-commerce platform dedicated to pet health, supported by investment from Juuri Partners.

Target Information

Alvar Pet, a prominent Finnish company, specializes in a subscription service for dog food. It has recently merged with Kivuton, a domestic online store, to create the largest e-commerce platform in the Nordic region focused on pet health. This new platform will provide pet owners across Finland and the broader Nordic area with a wide array of Nordic products developed by veterinarians, as well as customized diets tailored to the specific needs of pets.

Ilari Haataja, CEO and co-founder of Alvar Pet, expressed enthusiasm for the merger, stating, "We are excited to combine our strengths and experiences with Kivuton. Kivuton has its roots in a veterinary clinic, which means that a focus on animal health is part of their DNA. Together, we offer unique nutritional expertise alongside the widest selection of specialized diets for pet owners who prioritize their pets' well-being."

Industry Overview in Finland

The global pet market is projected to exceed $500 billion by 2030, according to Bloomberg (2023). In Finland, there has been a significant increase in demand for customiz