When Vaaka Partners bought Finnish pet food and accessories chain Musti ja Mirri in 2010, the company needed outside help to develop further. Following investment, Vaaka installed a new and experienced management team to modernise the company. Musti ja Mirri has since been brought up to date with an improved store concept, together with enhanced product selections, procurement and customer service.
The chain has opened 17 new stores, taking the tally to over 100 in Musti ja Mirri’s home market. It also expanded into Sweden with the acquisition of the Grizzly Zoo chain, and is now Scandinavia’s largest pet goods retailer. These measures have dramatically improved performance. Vaaka partially exited the business in 2014, when private equity firm EQT joined as an investor. Since then, the company has grown further, acquiring the Djurmagazinet and Arken Zoo chains in Sweden, and expanded into Norway.
Musti ja Mirri Group
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