Fressnapf | Maxi Zoo reorganizes operations in the Benelux

Fressnapf | Maxi Zoo will bring operations in Belgium, the Netherlands and Luxembourg together under a new Benelux cluster from 1 January 2027.

The new regional organisation will be led by Giane Van Landuyt, currently Country Manager for Belgium, who will oversee the cluster alongside a six-member management board. The team will be responsible for the region’s strategic development, focusing on closer cooperation across purchasing, marketing, e-commerce and market development.

According to the company, the move aims to create synergies between the three markets, strengthen relationships with suppliers and partners, and facilitate the exchange of expertise.

Regional integration

Fressnapf | Maxi Zoo operated 144 stores across the Benelux region at the end of the second quarter of 2026, including 76 in Belgium, 56 in the Netherlands and 12 in Luxembourg.

While the regional board will steer strategic development, local teams will continue to manage day-to-day operations and respond to the specific needs of their respective markets.

The move builds on earlier regional integrations. In 2021, Fressnapf | Maxi Zoo combined Austria and Switzerland into the Alps Region. In 2022, following its entry into Romania, the group established a joint organisation for Romania and Hungary.

In November 2025, the group announced the creation of Fressnapf Asia Limited in Hong Kong and plans for an Asia Sourcing Office to improve product development and strengthen relationships with suppliers in the region.

Logistics infrastructure 

The new structure follows investments in logistics infrastructure intended to support European operations.

In 2025, the group brought a new e-commerce logistics centre in Nörvenich into operation. The facility serves Germany, France, Belgium and Luxembourg, with the Netherlands also planned to join its network. This provides an existing operational link between the three countries as the retailer moves towards closer regional coordination.

Revenue in the first half of the year reached €1.9 billion ($2.13 billion), an increase of 6.9% year on year. Second-quarter revenue rose 7.1% to €930 million ($1.04 billion), while like-for-like sales increased by 3%.

However, the company has not disclosed separate financial results for Belgium, the Netherlands and Luxembourg, making it difficult to assess the cluster’s individual contribution to group growth.

Improving retail proposition 

In a recent interview with GlobalPETS, Group CEO Matt Simister explained that the company’s focus was shifting towards making better use of customer insights and improving its retail proposition.

“The single biggest priority is what we call customer centricity,” he said, highlighting the importance of offering the right product range at the right value.

Simister also highlighted that the group’s future growth would depend on strengthening its existing operations rather than simply entering additional markets.

“Our main focus will be on growing and consolidating where we are today. We’re already in 15 markets, and the priority is to strengthen our position in those rather than rushing into new territories,” he concluded.