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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
Pressekontakt
About us
YPOG stands for You + Partners of Gamechangers – forward-thinking legal and tax advice. Supporting companies that are focused on emerging technologies, YPOG embraces change as an opportunity to develop cutting-edge solutions. The YPOG team offers comprehensive expertise in the areas of Funds, Tax, Transactions, Corporate, Banking, Regulatory + Finance, IP/IT/Data Protection, Litigation, and Corporate Crime + Compliance + Investigations. YPOG is one of the leading law firms in Germany for venture capital, private equity, fund structuring, and the implementation of distributed ledger technology (DLT) in financial services. Both the firm and its partners are regularly recognized by renowned national and international publications such as JUVE, Best Lawyers, Chambers and Partners, Leaders League, and Legal 500. YPOG is home to more than 180 experienced attorneys, tax advisors and tax specialists as well as a notary, working across offices in Berlin, Cologne, Hamburg, Munich and London.
Further information: www.ypog.law/en/ and www.linkedin.com/company/ypog