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February-April 2021

Nordic startups make advances in pet tech

The Nordics have already played a prominent role in introducing the term “pet tech”, and now its startup protagonists are hoping that leads to the region shaking its “testing ground” status to become top dog of the burgeoning sector. The tag of being a playground to trial new applications and sub-sectors is nothing new; the region’s market size naturally lends to it being a stepping stone towards larger-scale international traction. However, when it comes to the rise of digitisation across pet ownership and management, the events of last year have accelerated these Nordic players towards the top of the international food chain. One of these leaders is internationally renowned business, Pets4Homes – a UK-born company now benefiting from Nordic ownership and entrepreneurship as it looks to innovate and expand. Axel Lagercrantz, CEO of Pet Media Group, who acquired the business together with co-founder Eyass Shakrah back in August 2019, explained: “I think the Nordics are driving development of this pet-tech trend, because of that ...

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