Pet Media Group buys world's largest horse marketplace ehorses
What's the deal? Pet Media Group, a European group of digital pet marketplaces, has acquired ehorsesDealroom has a profile for this one. Try Dealroom →, the world's largest digital horse marketplace. The transaction closed on 1 August 2026, with law firm YPOGDealroom has a profile for this one. Try Dealroom → advising the buyer.
What does ehorses do? Based at Rittergut Osthoff near Osnabrück, ehorses has been built into an internationally leading horse-trading platform over 15 years under managing director Lena Büker. It draws roughly 2.4 million monthly users and lists more than 100,000 horses for sale each year.
The company also runs edogsDealroom has a profile for this one. Try Dealroom → and ecatsDealroom has a profile for this one. Try Dealroom →, sister platforms that together reach millions of pet enthusiasts each month.
Who's buying? Founded in 2019 by Axel Lagercrantz and Eyass Shakrah, Pet Media Group is a portfolio company of European growth equity investor VerdaneDealroom has a profile for this one. Try Dealroom →. It pursues a buy-and-build strategy in specialised digital pet marketplaces.
Why now? The deal extends a run of acquisitions; YPOG previously advised the group on its purchase of Deine TierweltDealroom has a profile for this one. Try Dealroom →. Adding ehorses deepens Pet Media Group's foothold in Europe's equestrian segment.
"We are delighted to have advised Pet Media Group once again on an important step in its growth strategy," said Dr. Tim Schlösser, partner at YPOG.
The signal: Consolidation continues to reshape Europe's fragmented online marketplaces, as backers like Verdane roll up niche platforms into larger, category-spanning groups. By folding in a category leader with a loyal user base, Pet Media Group is betting that scale and specialisation can coexist.
Read more: YPOG
Image credit: Lav Ulv
