The Petstop Superstore has launched a new Internet arm, Petmad.com. The online Irish pet store will target the $20 billion (€20.6 billion) European pet market. It will sell a range of pet accessories and carry pet related content.

Set up last November, the site now employs 10 people in Dublin but, according to the company, this number is expected to grow to more than 100 by October.

Distribution will operate initially from Britain. A second facility is scheduled to open in Belgium by June. Operating around the clock, Petmad.com says all its online orders will be filled within 48 hours.

Mr Anthony Gallagher, founder of the Petstop Superstore in 1995, will act as chief executive officer of PetMad.com. The new venture has been financed internally by existing investors - Mr Gallagher, chairman Mr Bernard Somers, and non-executive directors Mr Liam Booth, Mr Shay Garvey and Mr Sean Melly.