Musti Group strengthens its position in own and exclusive product assortment

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Musti Group plc                        Press release    16 June 2021 at 9.30 a.m.

Musti Group strengthens its position in own and exclusive product assortment

A core element of Musti Group’s strategy is growing the share of sales of own and exclusive products sold only in Musti Group’s channels. Musti Group’s own brands are unique and tailored to be best-in-class products specifically designed for Pet Parents. In October 2020 – March 2021, 51.4% of Musti Group’s sales were generated through the company’s own and exclusive brands. In response to Pet Parents’ continued demand for an increased variety of high-quality products, Musti Group has further strengthened its assortment of own and exclusive products.

To support and grow Musti Group’s own brand portfolio development and production, Musti Group is investing in pet food factory (Premium Pet Food Suomi Oy) in Lieto, Finland. The investment gives Musti Group an opportunity to respond to an increasing consumer interest towards locally produced pet food and responsibly sourced raw materials with excellent traceability.  Sustainability of the factory has been in a big role in the investment. All the energy used at the factory is fully renewable, and the factory has its own solar power sources. The waste energy from production is also reused at the factory, and all waste disposal is minimized.

In Sweden, Musti Group is building stronger exclusivity foothold with strengthening the Nordic partnership with VAFO Group, as VAFO Group and Musti Group have agreed on exclusive distribution for VAFO Group’s biggest brand Brit Care. The agreement follows a long and fruitful collaboration between Musti Group and VAFO Group in Finland, where Musti Group has built the brand as one of the most popular brands in the portfolio.

The Brit Care exclusive distribution in Sweden will give Musti Group accelerated growth opportunities and improve the strong foothold in Musti Group’s largest market by clearly strengthening Arken Zoo’s and Vet Zoo’s market positions. Chief Commercial Officer Ellinor Persdotter Nilsson: “The agreement puts us in an excellent position to keep serving Pet Parents even better in Sweden as the only chain selling this popular brand on the Swedish market. We have big hopes for the brand and believe this will have a big impact on both our customer offering and sales. In line with our mission to serve Pet Parents in the Nordics with high quality pet foods, we are happy to put extra focus on Brit Care.”


Additional information:

David Rönnberg

CEO, Musti Group

tel. +46 70 896 6552


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Musti Group in brief
Musti makes the life of pets and their owners easier, safer and more fun. We are the leading Nordic pet care company and we operate an omnichannel business model to cater for the needs of pets and their owners across Finland, Sweden and Norway. We offer a wide, curated assortment of pet products. We also provide pet care services such as grooming, training and veterinary services in selected locations.

Musti Group’s net sales were EUR 284 million in the financial year 2020. At the end of the financial year 2020, the company had 1,162 employees, over one million loyal customers and 293 stores.