Pet Equity Holding
Behind the Scenes of the Pet Industry
The Italian pet industry has reached an estimated value of nearly €7 billion, with an average annual growth rate approaching 10%. More than half of Italian households own a pet, and the sector currently boasts nearly 27,000 active companies.. Within this market, spending breaks down as follows:
- Pet Food: Over €3 billion annually, driven by a strong shift toward organic and premium nutrition.
- Care & Wellness Services: Veterinary services have grown by 39.4%, while groomers, pet sitters, and dog trainers have experienced a 32% boom.
Think high finance isn't paying attention? They operate on a single motto: maximize revenue as much as possible—a goal often made easier by the naivety of many pet owners.
Think high finance isn't paying attention? They operate on a single motto: maximize revenue at all costs—a goal made possible by the naivety of many pet owners.
That’s why we created Pet Equity Holding: to pull back the curtain with a lighthearted touch and reveal what really goes on inside the industry’s corporate giants.
From ruthless CEOs down to upper management and front-line staff, we built a cast of characters who navigate situations that mirror real life—all at the expense of dedicated professionals, who end up as victims of both the system and the clients themselves.
Our Very First Comic Strip
A highly skilled independent vet, pushed to the brink of financial ruin, finds himself forced to humor overly obsessive "Fur Mamas."
His loyal receptionist figures out the game and tries to turn the practice's fortunes around.
