Zesty Paws launches in Europe, targets Middle East and Asia

Zesty Paws, which is incorporated under the umbrella of the nutrition corporation H&H Group, has launched in the UK, France, Italy and Germany through a listing on Amazon. 

The company’s portfolio also became available across 457 brick-and-mortar locations through British pet retailer Pets at Home and Europe’s largest pet e-commerce player, Zooplus.

Akash Bedi, H&H Group’s Rotating CEO and Chief Executive Officer of North America and Europe, calls it a “major milestone” in the global expansion of the firm’s footprint.

“Both Zooplus and Amazon are a core part of our omnichannel strategy, with plans to expand to new countries across Europe,” a company spokesperson from the Hong Kong-based firm tells GlobalPETS.

Within the next 2 years, Zesty Paws will leverage innovation to enhance its product portfolio to boost its consumer share and growth in the European market. “We have plans to expand into the cat market, as well as other complementary categories of pet health such as oral health and skin health.”

Omnichannel approach

The brand is “firmly focused” on an omnichannel approach, including the direct-to-consumer (DTC) retail model. 

GlobalPETS learned that even though brick-and-mortar stores remain the largest driver of sales, a strong growth trajectory in the e-commerce pet care market offers “huge opportunities” for the brand.

“We are committed to optimizing our current channels alongside robust marketing plans to support these, alongside an overarching brand awareness campaign,” the company admits.

Asia and the Middle East

In 2023, Zesty Paws launched a comprehensive product range in Singapore, listing itself with retailers including Shopee, Lazada and other pet specialty stores.

Following a successful launch, it will soon expand its retail channels in Singapore with Pet Lovers Centre, the country’s largest pet specialty chain store.

The company shares that Zesty Paws plans to expand its portfolio to the Middle East later this year.