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Fressnapf | Maxi Zoo plans to bring its operations in Belgium, the Netherlands and Luxembourg under a shared Benelux structure from 1 January 2027. Belgium Country Manager Giane Van Landuyt will lead the cluster alongside a six-member board, while local teams retain day-to-day management.
Fressnapf | Maxi Zoo will combine operations in Belgium, the Netherlands and Luxembourg under a shared Benelux regional organisation from 1 January 2027, bringing 144 stores under common strategic leadership. The company named Giane Van Landuyt, its current Belgium country manager, to lead the cluster with a six-member management board, while local teams will continue running daily operations.
The new board will oversee the region’s strategic development and closer coordination in purchasing, marketing, e-commerce and market development. Fressnapf | Maxi Zoo says the arrangement is intended to create synergies among the three markets, strengthen relationships with suppliers and partners, and support the exchange of expertise. These are stated aims; the company has not provided targets for cost savings or other measurable results.
At the end of the second quarter of 2026, the retailer operated 144 stores across the Benelux: 76 in Belgium, 56 in the Netherlands and 12 in Luxembourg. The regional board will set direction across those markets, but local teams are to remain responsible for day-to-day operations and adapting to country-specific customer needs.
The announcement does not describe changes to store locations, staffing or consumer-facing brands. It sets out an organisational change rather than a stated store-consolidation plan. The company has also not disclosed separate financial results for the three countries, so the Benelux region’s contribution to group performance cannot be isolated from the available figures.
How the Benelux Structure May Work
The change gives the retailer a common leadership framework across three neighbouring markets while keeping local operating teams in place. Coordinating purchasing and marketing could give the group more scope to align decisions across countries, and shared e-commerce planning may help connect online operations. Those are potential effects of the structure, not outcomes the company has yet reported.
For suppliers and business partners, a regional board may create a more coordinated point of contact. For customers, the immediate effect is less certain: Fressnapf | Maxi Zoo has not announced changes to prices, product ranges, services or store operations. The announcement matters chiefly as a management and coordination change, with any effect on the retail offer still to be established.
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Earlier Regional Integration Steps
The Benelux plan follows earlier efforts by the group to organise some markets regionally. In 2021, it combined Austria and Switzerland into the Alps Region. In 2022, after entering Romania, it established a joint organisation for Romania and Hungary. The Benelux announcement extends that approach to another group of neighbouring markets; it does not, by itself, signal a change in the retailer’s geographic footprint.
Logistics also provides an existing connection across parts of the region. Fressnapf | Maxi Zoo put a new e-commerce logistics centre in Nörvenich into operation in 2025. The facility serves Germany, France, Belgium and Luxembourg, with the Netherlands also planned to join its network. The company’s reported first-half revenue was €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%. These figures cover the group, not the Benelux markets separately.
In a recent GlobalPETS interview, CEO Matt Simister said the group was prioritising stronger operations in markets where it already operates. He said the company was active in 15 markets and that its focus was on strengthening its position in them rather than rushing into new territories. That strategy provides context for the regional reorganisation, though the company has not said the Benelux plan is tied to a specific financial target.
Details Still to Be Set Out
The announcement does not identify the other five members of the six-person management board or explain how responsibilities will be divided among them. It also gives no detail on reporting lines between the regional board and local teams, or on whether roles and processes will change before the planned start date.
It remains unclear whether the shared structure will lead to changes in suppliers, product selection, marketing activity or e-commerce services in any of the three countries. The company has not published country-level sales or performance measures that would allow an assessment of the cluster’s financial contribution. The stated benefits—such as synergies and stronger partner relationships—are company aims, not reported results.
The January 2027 Start
The planned next milestone is the launch of the Benelux organisation on 1 January 2027. Before then, further information may clarify the board’s membership, how it will work with country teams and what practical coordination will look like across purchasing, marketing and e-commerce. Fressnapf | Maxi Zoo has not provided a public implementation schedule or named additional milestones in the source report.
After the structure begins, evidence of its effects will depend on what the company reports about regional operations and performance. The group’s published revenue figures currently do not separate Belgium, the Netherlands and Luxembourg, leaving the results of the reorganisation difficult to measure from public financial data alone.
Key Questions
When will Fressnapf | Maxi Zoo’s Benelux structure begin?
The company plans to start the shared regional organisation on 1 January 2027.
Which countries are included?
The cluster covers Belgium, the Netherlands and Luxembourg.
Who will lead the regional organisation?
Giane Van Landuyt, currently Fressnapf | Maxi Zoo’s country manager for Belgium, will lead it alongside a six-member management board. The announcement does not name the other board members.
Will local teams continue managing stores?
Yes. The company says local teams will retain responsibility for day-to-day operations and the needs of their respective markets, while the regional board guides strategic development.
Will the change affect prices, stores or products?
The announcement does not specify changes to prices, store locations, staffing, products or customer services. Its stated focus is closer coordination in purchasing, marketing, e-commerce and market development.
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