Voor Mijn Dier and Healthy Pets Group Merge to Expand Online Pet Retail

Voor Mijn Dier, part of the e-Luscious group, and Healthy Pets Group have merged as of April 1, 2026, consolidating their online pet specialty retail operations in the Benelux market. This strategic union integrates Healthy Pets Group’s platforms TIMS and Huisdieren.nl with Voor Mijn Dier’s extensive product assortment and operational capabilities.

The deal does not disclose financial terms but represents a significant step toward establishing the largest online pet specialty retailer in the Benelux region. The combined entity will operate under the Healthy Pets Group name, maintaining trusted brands including Huisdieren.nl, TIMS, and Voor Mijn Dier.

Voor Mijn Dier is recognized for its broad veterinary nutrition and non-food pet product assortment, supported by a professional organizational structure. Healthy Pets Group, co-founded by Renate Gerschtanowitz-Verbaan, is known for its strong social media presence and platforms that engage a large community of pet owners. Together, they serve over 100,000 customers, aiming to enhance their market position through complementary strengths.

CEO of e-Luscious, Marten Strikwerda, highlights the synergy: “By combining Healthy Pets Group’s social media reach with Voor Mijn Dier’s operational expertise and product range, we can better serve our customers and become the online equivalent of a traditional pet specialty store, offering advice, nutrition, and joy for pets.” Joost van Beveren, CEO of Healthy Pets Group, adds that the merger supports growth ambitions by expanding the product portfolio and customer base across multiple platforms.

Market trends indicate increasing consumer preference for online pet retail, driven by convenience and a growing focus on pet health and wellness. This merger positions the combined company to capitalize on these trends by offering a wider assortment and improved service quality. The integration also aims to streamline operations, including procurement, logistics, and marketing, to achieve cost efficiencies.

Financial details such as deal value and funding structure remain undisclosed. However, the merger is expected to generate revenue synergies through cross-selling veterinary nutrition and non-food products, leveraging Healthy Pets Group’s social media channels to attract new customers, and expanding the product offering to a broader audience.

Looking ahead, the new Healthy Pets Group plans to focus on seamless integration of IT systems, unified customer service, and enhanced data analytics to better understand and meet customer needs. The companies acknowledge challenges such as aligning organizational cultures and maintaining customer experience during the transition.

Overall, this merger marks a significant consolidation in the Benelux online pet retail sector, increasing competitive pressure on smaller players and accelerating industry consolidation. The combined entity aims to deliver sustainable growth and continuously improve offerings for pet owners across the region.