TL;DR
Fressnapf | Maxi Zoo plans to bring its Belgium, Netherlands and Luxembourg operations together under a Benelux cluster from 1 January 2027. The regional team will coordinate strategy across purchasing, marketing, e-commerce and market development, while local teams retain day-to-day management. The company has not published separate financial results for the three countries.
Fressnapf | Maxi Zoo will combine its operations in Belgium, the Netherlands and Luxembourg under a new Benelux regional organisation from 1 January 2027, bringing 144 stores within one shared leadership structure. The change is intended to increase coordination across the three markets, while local teams will continue to oversee daily operations and address local market needs.
The company’s new cluster will be led by Giane Van Landuyt, currently Fressnapf | Maxi Zoo’s country manager for Belgium. She will oversee the region alongside a six-member management board. The board will guide strategic development and coordinate work in purchasing, marketing, e-commerce and market development, according to the report by GlobalPETS.
Fressnapf | Maxi Zoo had 144 stores across the Benelux at the end of the second quarter of 2026: 76 in Belgium, 56 in the Netherlands and 12 in Luxembourg. The company says shared regional leadership is intended to create synergies between the markets, strengthen supplier and partner relationships, and support the exchange of expertise.
The structure separates regional strategy from local execution. Local teams will retain responsibility for day-to-day operations and for responding to the needs of their respective markets. The report does not describe changes to store locations, staffing or customer-facing services as part of the reorganisation.
The plan shifts coordination of three national operations to a single regional structure, which could make it easier for the retailer to align decisions on assortment, marketing and online commerce. Those areas are named as priorities for closer cooperation; the company has not provided specific targets or quantified expected savings.
For suppliers and business partners, a regional management structure may provide a more coordinated point of contact across the three countries. Fressnapf | Maxi Zoo says the arrangement is designed to strengthen those relationships and make expertise easier to share. These are stated aims, not reported outcomes: the organisation will not take effect until January 2027.
For shoppers, the immediate practical effect is less certain. The company says local teams will continue managing daily operations, suggesting national market needs remain part of the model. It has not announced specific changes to prices, product ranges, delivery, loyalty programmes or store operations.
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Earlier Regional Moves and Logistics
The Benelux cluster follows previous regional integrations at the retailer. Fressnapf | Maxi Zoo combined its Austria and Switzerland operations in 2021 as the Alps Region. In 2022, after entering Romania, it established a joint organisation for Romania and Hungary. The Benelux plan extends a pattern of grouping nearby markets under shared regional coordination; the report does not provide performance results for those earlier structures.
Logistics also provides an existing link among parts of the region. In 2025, the group began operating an e-commerce logistics centre in Nörvenich, serving Germany, France, Belgium and Luxembourg. The Netherlands is also planned to join its network, according to GlobalPETS. The facility is a relevant operational development, but the report does not say the new Benelux leadership structure will change its role or delivery arrangements.
The retailer reported first-half revenue of €1.9 billion, up 6.9% year on year. Second-quarter revenue rose 7.1% to €930 million, while like-for-like sales increased 3%. Those figures cover the group, not the Benelux cluster. Fressnapf | Maxi Zoo has not disclosed separate results for Belgium, the Netherlands or Luxembourg, so the figures cannot show how much those markets contributed to growth.
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Details Yet to Be Disclosed
The company has not disclosed the six management board members beyond naming Van Landuyt as cluster leader, nor has it outlined the board’s individual responsibilities or reporting arrangements. The report also does not specify whether the restructuring will change headcount, existing country-level roles or internal processes.
There are no announced measures showing how the company will judge whether the cluster meets its aims. Expected cost savings, sales effects and supplier outcomes have not been quantified. Because financial results are not broken out by country, the current group revenue figures do not establish the performance of the Benelux business or provide a baseline for measuring the new structure’s impact.
It is also unclear whether customers will see any changes after implementation. The company’s statement that local teams will continue day-to-day management offers some detail on operational continuity, but does not address possible adjustments to product selection, promotions, e-commerce services or store-level processes.
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Implementation Begins in January 2027
The new Benelux organisation is scheduled to begin on 1 January 2027. Until then, the existing national operations remain in place, based on the timeline reported by GlobalPETS. The company has not announced further transition milestones or a detailed implementation schedule.
Further information to watch for includes the full composition of the regional management board, how it will work with country teams, and whether the Netherlands will join the Nörvenich e-commerce logistics network as planned. Any later disclosure of market-level financial results or operational targets could also help show how the retailer measures the cluster’s performance.
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Key Questions
When will Fressnapf | Maxi Zoo’s Benelux cluster start?
The shared regional organisation is scheduled to take effect on 1 January 2027.
Who will lead the new Benelux organisation?
Giane Van Landuyt, currently country manager for Belgium, will lead the cluster alongside a six-member management board. The other board members were not named in the report.
How many stores are included?
The retailer had 144 stores in the region at the end of the second quarter of 2026: 76 in Belgium, 56 in the Netherlands and 12 in Luxembourg.
Will local operations or customer services change?
The company says local teams will continue managing day-to-day operations and responding to the needs of their markets. It has not announced specific customer-facing changes.
What financial impact is expected?
No specific financial impact or savings target has been disclosed. The company has not reported separate financial results for Belgium, the Netherlands and Luxembourg, so the cluster’s contribution to group revenue cannot be determined from the figures provided.
Source: rss
