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YPOG advised Pet Media Group, a leading European group of digital pet marketplaces, on the acquisition of ehorses, a leading digital horse marketplace operated by GmbH & Co. KG. The transaction was completed on August 1, 2026.
ehorses is the world’s largest digital horse marketplace and has been developed into an internationally leading platform for horse trading over the past 15 years under the leadership of Managing Director Lena Büker. Headquartered at Rittergut Osthoff in Georgsmarienhütte near Osnabrück, the company has approximately 2.4 million monthly users and lists more than 100,000 horses for sale each year. In addition to its core marketplace, ehorses operates the platforms edogs and ecats, which together reach millions of pet enthusiasts every month.
Founded in 2019 by Axel Lagercrantz and Eyass Shakrah, Pet Media Group is a portfolio company of leading European growth equity investor Verdane and pursues a buy-and-build strategy in the segment of specialized digital pet marketplaces. YPOG had previously advised the group on the acquisition of Deine Tierwelt. With the acquisition of ehorses, Pet Media Group strengthens its presence in the European equestrian segment and continues its buy-and-build strategy in specialized digital pet marketplaces.
“We are delighted to have advised Pet Media Group once again on an important step in its growth strategy,” says Dr. Tim Schlösser, Partner at YPOG.
Pusch Wahlig Workplace Law advised on employment law aspects.
Team
Dr. Tim Schlösser (Lead, Transactions), Partner, Berlin
Xinyi Qiu (Transactions), Senior Associate, Berlin/Hamburg
Jörg Schrade (Tax), Partner, Munich
Ninetta Kleindienst (Tax), Associate, Munich
Anna Eickmeier (IP/IT/Data Protection), Associated Partner, Berlin
Konstantina Nathanail (IP/IT/Data Protection), Associate, Berlin
Rabea Intemann (Transactions), Legal Trainee, Hamburg
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About us
YPOG stands for You + Partners of Gamechangers. As a leading law and tax firm, YPOG supports founders, investors, companies and funds in Germany and internationally in bringing visionary ideas to life in the tech ecosystem and dynamic future markets.
YPOG advises on the structuring of venture capital and private equity funds, financing rounds and complex transactions, as well as on regulatory and tax matters relating to digital assets and financial innovation. As a strategic partner, YPOG develops practical solutions of the highest legal standard.
The firm combines legal and tax expertise with legal tech, digital workflows and AI-based systems to provide efficient and scalable advice.
YPOG and its professionals are regularly recognised by JUVE, Chambers and Partners, The Legal 500, Best Lawyers and Leaders League. More than 380 lawyers, tax advisers, tax specialists, one notary and business professionals work for YPOG across its offices in Berlin, Cologne, Hamburg and Munich.
Further information: www.ypog.law/en/ and www.linkedin.com/company/ypog