Fressnapf | Maxi Zoo merges Benelux markets into one cluster

Fressnapf | Maxi Zoo is combining its operations in Belgium, the Netherlands and Luxembourg into a single BeNeLux cluster with effect from 1 January 2027. The cluster will be headed by Giane Van Landuyt, who joined the Krefeld-based retailer last year as Country Manager Belgium after serving as CEO of the home and garden retailer Beliving and, before that, of furnishing chain Casa International. According to the company, the aim is closer cross-border cooperation, particularly in purchasing, marketing, e-commerce and market development, as well as with partners and suppliers.

The national organisations in the three countries will remain in place and continue to run day-to-day operations, while a BeNeLux management board steers the region’s strategic development. Alongside Van Landuyt as Country Manager BeNeLux, the board comprises Nick Horstmann (Director Finance), with the group since 2012 and most recently VP Transformation Office; Tom De Man (Director Local Customer Experience), responsible for e-commerce and loyalty and involved in the integration of Jumper in the Netherlands; Tom Arnauts (Director Sales), currently Sales Director Belgium; Luc Verschueren (Director Local Customer Offer), who joined in late 2025 and will oversee assortment, supplier relations and category management, including the integration of the group’s exclusive brands across the region; and Katrien Janssens (Director Human Relations), currently HR Director Belgium.

Fressnapf | Maxi Zoo has used the cluster model before: Austria and Switzerland were combined into an Alps region in 2021, and Hungary and Romania have been run as a joint organisation since the market entry in Romania a year later. According to Patrick Bontenakels, Managing Director Western, Central and Eastern Europe, the experience from those regions has shown the value of cross-border collaboration, while proximity to local markets remains a key success factor.

‘Belgium, the Netherlands and Luxembourg each bring different experiences, perspectives and strengths. That is precisely what makes our new cluster such a great opportunity,’ says Van Landuyt. ‘Together, we want to connect this expertise more closely, learn from one another and develop solutions that benefit both our customers and our teams across all three markets.’