AlphaPet completes second takeover in Europe: a German pet supplement brand

AlphaPet Ventures has acquired Tierliebhaber, a German pet supplements and functional snacks brand headquartered in Markranstädt (180 km from Berlin).

According to the Munich-headquartered firm, the integration of the new company marks a milestone in its strategic expansion beyond traditional pet food.

“Tierliebhaber is a highly complementary addition to our existing portfolio and significantly strengthens our footprint in the fast-growing health and wellness segment,” says Marco Hierling, Founder and CEO of AlphaPet.

Hierling adds that while AlphaPet’s Wolfsblut VetLine had already established a “strong foothold” in veterinary food, Tierliebhaber now complements it as a “leading brand in preventive care.”

The acquisition was financed through a combination of equity and debt. Patria Investments was the lead investor in the financing round, with contributions from Munich-based Venture Stars and existing shareholders.

Company background

Founded in Berlin in 2016 by Philipp Smakman and Josefine Schmidt, Tierliebhaber focuses on natural, high-quality products designed for preventive pet care. Key offerings include specialized solutions for digestion, tick protection, dental care, joint health and calming support.

Their focus on premium ingredients has secured Tierliebhaber a strong position in the German pet supplements market, serving customers through a direct-to-consumer (D2C) online shop, Amazon and key B2B retail partnerships.

“We built Tierliebhaber with the belief that pets deserve the same quality in health products as their owners,” says Managing Director Katharina Smakman.

6 acquisitions in 6 years

The acquisition of Tierliebhaber follows closely on the heels of another deal. AlphaPet recently announced the acquisition of Cpro Food , a Belgian premium dog and cat food brand.

This transaction marked AlphaPet’s sixth acquisition since 2020 and further strengthened its position as a platform focused on premiumization and digitalization in the European pet market.

AlphaPet Ventures also strengthened its position in the DACH region by acquiring Herrmann’s Manufaktur, a leading German premium organic wet food brand, in early 2023.