Laroy Group | BELGIUM

Accelerating development

Aiming to become one of the leading producers and providers of quality pet products, Laroy offers goods that resonate with shoppers worldwide. The development of its Duvo+ brand in 2009 and acquisitions of the once publicly traded Witte Molen in 2013 and Europet Bernina International in 2015 put the company on the map internationally. Currently, Laroy Group employs 225 people at four operational sites and has a yearly turnover of around €60 million ($67 million). The company supplies pet retail partners in more than 60 countries.

Creating the future

But how did it get there? In the mid-noughties, the company changed its business strategy. Laroy Group does not believe in an impersonal overly corporate approach. So, in line with the times, they wanted to build a durable business with a human touch, together with stakeholders. This meant they refused to shoehorn their entire portfolio into a mono-brand because of the cost savings it could yield. Instead, product development focused on differentiation and own exclusive brands in mass market and premium segments. To forge solid long-term relationships, Laroy invested a lot of time in almost familial contact with consumers, trade partners and employees. The goal was to expand internationally and break out of the mature Benelux market. This strategy proved successful, with an expanding exclusive portfolio, newly found international distributors for the company’s own brands and happy clients all around.

Focus on new IP

This success allowed the company to invest heavily in the acquisition of Witte Molen and Europet Bernina in recent years, further advancing the product development capabilities of the group. The fruits of this labour were highly visible at this year’s Interzoo, where an unusually innovative offering of new IP was presented. For example, the inspirational Coockoo range of dog toys by EBI and the at the time recently launched upmarket Witte Molen PUUR range of pure ingredients food and snacks for birds and small mammals.

Next steps

In the coming years, Laroy Group aims to further integrate its business units and reinforce its portfolio to maintain growth and consolidate its position in the Benelux. As a next milestone, the group wants to expand its direct activities in the neighbouring German and French markets. Export wise, focus is firmly on working with current and future distributors of its CéDé, EBI, Witte Molen and Duvo+ brands to make these globally appreciated brands with pet lovers.