Lildog takes over Telenor MittSpor's customer base - taking control of the Nordic market.

Investor post update: After Telenor Mitt Spor shut down its service and application on October 1, 2025, we have seen a clear increase in the influx of new users to Lildog . Since the acquisition in August, we have already welcomed around 1,500 users via the discount system that was distributed to Mitt Spor customers, and we are now experiencing that the migration is accelerating following the shutdown.

For Lildog, this marks an important turning point: we are now the only all-Norwegian player with scale in GPS pet tracking in the Nordics. This gives us more customers, strengthens our network of partners in the region, and reduces marketing and distribution costs – as competition in Nordic channels has become significantly less.

Our main competitor Tractive acquired its largest American competitor, Whistle GPS , this summer. With these two acquisitions – one in the US and one in the Nordics – we see a clear consolidation in the market. The future belongs to those players who manage the transition to 5G and further develop the technology. Lildog is now positioning itself as one of the few European brands with the strength to compete with the global players, while ensuring a robust foothold in our home market.

Trondheim, August 26, 2025 – Lildog, a leading player in GPS tracking and pet technology, today announced that the company has acquired the customer base of Telenor-owned Mitt Spor – one of the largest players in the Norwegian pet tracking market. The acquisition marks an important step in Lildog’s growth strategy, where expansion is taking place both organically and through targeted acquisitions.

– This is a strategic and important move to create further growth for Lildog. We are now taking over the customer base of Mitt Spor and providing users with a seamless transition to the Lildog platform – with new functionality, better support and access to more additional services, says Morten Sæthre, CEO and founder of Lildog.

Telenor passes on the baton

– Telenor has been part of the market for GPS tracking of pets for more than seven years, and we strongly believe in the importance of the technology also in the future. At the same time, we have a broad portfolio and are continuously assessing which businesses best support our long-term strategy. After a thorough process, we have chosen to hand over the baton and the Mitt Spor customer base to Lildog. This gives customers a very good alternative, and we are confident that Lildog will take good care of them, says Tom Nilsen Hvammen, Chairman of the Board of Telenor Tracking Solution.

Hvammen adds: – Lildog has a clear product focus, control over the value chain and a high pace of development. They have good conditions for success in the market, and we are confident that customers will receive a valuable continuation through their platform.

Part of a larger acquisition strategy

The acquisition comes just a year after Lildog took over Norwegian, Danish and Swedish player Den4Dogs . According to the company, this is part of a deliberate M&A strategy, with the goal of consolidating the market while the company continues to expand in Europe and the US.

– We will not only grow through our own sales, but also through acquisitions of players with solid customer bases that have not gained momentum in distribution. Where we see potential, we are ready to act, says Sæthre.

New capital and international expansion

Earlier this summer, Lildog raised 36.3 MNOK in an IPO – a record-breaking capital raise for the company, significantly exceeding the previous record on the Folkeinvest platform. Lildog has also recently launched its products in Germany through Amazon, and is planning a major expansion in Europe throughout the fall.

– With the acquisition of the Mitt Spor customer base, we are effectively taking control of the Norwegian market. It gives us revenue, market share and distribution exactly when we need it most – now as we scale in Europe. At the same time, we are strengthening the value for both new and existing shareholders, says Sæthre.

About Lildog

Lildog develops GPS and health solutions for pets, with the goal of making everyday life safer and easier for pet owners. The company was established in Trondheim and has quickly established itself as a leading player in the Nordic region, with rapid international growth.

Press contact:
Morten Saethre
Managing Director, Lildog
ms@lildog.com

For comments from Telenor:
Tom Nilsen Hvammen
Chairman, Telenor Tracking Solution
+47 414 79 538

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