eEquity, a private equity firm, completed the acquisition of a minority stake in ZOO.se, a pet stores operator. Financial terms were not disclosed. “We expect online penetration within the pet sector to increase by 200% in the coming five years. Meanwhile, ZOO.se is greatly benefited by long-term consumer trends such as increasing pet ownership and pet humanization, both of which have accelerated further during the pandemic. We see a gap in the market for a player like ZOO.se, and we look forward to challenging the current market leader in the Nordics. We are impressed by what Suzanne and Christer have built and look forward to accelerating the company’s growth towards a target of SEK2bn in sales," Patrik Hedelin, eEquity Managing Partner.