AlphaPet to discontinue sale of third-party brands

Munich-based AlphaPet Ventures will discontinue the distribution of third-party brands on its online stores, including petspremium.de and hundeland.de, by the end of 2023.

The retailer will now shift its marketing focus exclusively onto its own animal food brands like Wolfsblut, Wildes Land, Herrmann’s, Müller’s Natural Farm and Arden Grange.

“With this strategic decision, we are taking the consistent path to make AlphaPet Ventures even more focused on becoming the leading technology-driven brand platform for premium pet food,” says AlphaPet’s CEO, Marco Hierling.

The move is expected to enhance brand building overall and increase the company’s focus on customer experience through high-quality products and better digital services.

Branding investment

AlphaPets also hopes to strengthen relations with its stationary partners and establish its brand through successful multichannel online sales.

“By sharpening our focus on digital sales, we can be even closer to our customers. This enables us to strengthen the innovative strength and sustainability of our brands. We see that focus and also a relevant investment in branding is essential for successful and sustainable brand building,” adds Managing Director Jochen Missel.

AlphaPet acquired organic pet food manufacturer Herrmann’s Manufaktur earlier in February to expand its premium pet food range in German-speaking countries and Asia.