Pet Media Group

At the heart of Pet Media Group (PMG) lies a profound commitment to revolutionizing the pet rehoming industry through unwavering principles of trust, safety, and transparency. Founded in a small Stockholm basement in 2019 by long-term friends Axel Lagercrantz and Eyass Shakrah, PMG was born from a shared vision to address an urgent need: to improve the journey of finding pets a loving, forever home. This journey, they believed, should be a secure, clear, and supportive experience for every individual and animal involved. Historically, the pet rehoming landscape has been fragmented and often lacked the robust safeguards necessary to protect breeders, buyers, and, most critically, the animals themselves. As society increasingly turned to online platforms for finding companion animals, the necessity for dependable, innovative, and transparent solutions became paramount. PMG embarked on a mission to entirely rethink the pet rehoming experience, placing trust and safety at the forefront of every decision and process. From its inception, the company meticulously designed systems to thoroughly vet breeders, verify listings, and offer explicit guidance to prospective pet owners, empowering everyone to make informed and confident choices.

The significance of PMG's mission was further underscored during the COVID-19 pandemic, a period that saw an unprecedented surge in demand for pets and a corresponding explosion in digital transactions. Today, Pet Media Group proudly stands as an industry leader, facilitating secure, transparent, and humane pet rehoming experiences across some of the world's largest pet markets. The company operates market-leading pet and equestrian marketplaces across Europe and beyond, with a dedicated team, a significant portion of which is focused on product, technology, and data. This global team, representing diverse nationalities, works tirelessly to enhance their platforms, such as Pets4Homes in the UK and Hästnet in Sweden. Every month, over 10 million current and prospective pet owners visit PMG's various platforms. The journey is an ongoing one, and with every pet successfully rehomed, PMG moves closer to its ultimate vision: a world where finding a pet is as safe, trustworthy, and joyful as welcoming a new friend into one's life. As devoted pet owners themselves, the founders and the entire PMG team deeply understand the importance of ensuring every pet is placed in loving and capable hands, driven by a foundational pillar of animal welfare.