M&A in the pet industry heats up with strategic deals
Veterinary services, pet treats, and online retail dominate the investment landscape this summer.
In the past month, pet players have pursued mergers and acquisitions (M&A) to accelerate growth, diversify portfolios and deepen their market reach. GlobalPETS rounds up the most notable deals.
Rover Group
Mad Paws, Australia’s largest online pet care marketplace and pet pharmacy, has entered into a Scheme Implementation Deed (SID) with American pet online marketplace Rover.
Under this agreement, Rover will acquire 100% of Mad Paws’ shares at a value of $62 million (€53.7M). The acquisition remains subject to the divestment of Pet Chemist and the successful wind-down of Sash and Waggly.
“This transaction marks a pivotal moment for Rover’s international growth and underscores our global leadership in the pet care space. With a pet market worth approximately A$30 billion ($19.4B/€16.8B), Australia represents a significant market opportunity beyond North America and Europe,” says Brent Turner, CEO of Rover.
Once finalized, the company will continue to operate under its own brand, with headquarters based in Sydney.
Whistle
GPS tracking and health monitoring platform Tractive, the winner of the GlobalPETS Forum Award in 2024, has acquired pet tracker brand and a subsidiary from Mars Petcare.
The transaction aims to strengthen Tractive’s product offerings and expand its reach in the US market. “Our goal is to approach integration thoughtfully and strategically,” says to GlobalPETS Michael Hurnaus, CEO of Tractive.
The company will offer free devices to former Whistle customers to transition them onto the Tractive platform to encourage a smooth customer experience.
Hurnaus also highlights the synergies in subscription models and data platforms: “Tractive always had superior coverage based on using multiple cellular carriers in the US, something that will help current Whistle customers in areas with suboptimal coverage, who can now switch to Tractive for free.”
Looking ahead, Hurnaus notes that product innovation will be a key driver for the company, stating, “You’ll see deeper insights into pet behavior and wellness, more seamless app features, and potentially new hardware offerings that combine the strengths of both brands.”
VetPartners
VetPartners has agreed to acquire Mad Paws’ Pet Chemist Online business for $13 million (€11.3M) on a cash-free and debt-free basis.
The acquisition will expand VetPartners’ portfolio and presence in the pet care segment across Australia and New Zealand.
“Pet Chemist Online brings valuable expertise and services that will seamlessly complement our existing clinic network, ensuring pet parents have access to the comprehensive care their beloved companions deserve,” says a company spokesperson.
Archway Pet Food
Minnesota-headquartered Bright Planet Pet has been acquired by Chicago-based Archway Pet Food. The deal expands Archway’s portfolio and adds a vegan, eco-friendly option.
Bright Planet Pet will keep its brand name, with support from Archway’s operations and distribution.
“Bright Planet Pet has been a trailblazer in the plant-based pet category, and their ethos aligns perfectly with our vision: that better treats for dogs don’t have to come at the expense of the planet. Together, we’re going to redefine what sustainability means in pet care,” says Gabe Huertas del Pino, Co-Founder and CEO of Archway Pet Food.
Founded in 2020, Bright Planet Pet offers plant-based, carbon-negative dog treats with meat flavoring without animal ingredients.
Biofarm
The South African veterinary wholesaler and distributor is the new owner of the pet food range Nutribyte.
“Nutribyte is a trusted brand with a strong market presence and a reputation for quality,” says Peet Steenkamp, CEO of Biofarm. “At Biofarm, we deeply value that legacy. Our intention is to uphold the high standards for which Nutribyte is known and to build upon them.”
Nutribyte is a Pretoria-based manufacturer of cat and dog food and treats. Biofarm is a distributor of pet food, feed additives and pharmaceuticals, with operations in the Western Cape, Gauteng, Eastern Cape, KwaZulu-Natal, Namibia, and the Free State, Northern Cape and North West provinces.
Neftys Pharma
French animal health products distributor Neftys Pharma Group acquired a majority stake in DDL, a Croatian wholesaler of veterinary products, pet food and supplements based in Zagreb.
Financial details of the deal were not disclosed.
DDL reported revenue of nearly €14 million ($16.4M) in 2024, an 18% increase from the previous year. Net profit reached €1.4 million ($1.2M), nearly doubling from 2023.
In addition to its wholesale business, the company owns Pet Home Shop, a retail chain offering pet food, accessories and veterinary products. It also operates in Serbia and Slovenia through subsidiaries, serving more than 1,000 customers.
Neftys Pharma has a presence in more than 12 countries around the world with 650 employees.
Greenfarm Group
German pet food manufacturer Mühldorfer has acquired 100% of Greenfarm Group, an animal health and nutrition player in Spain, as part of its international expansion strategy.
This acquisition strengthens the group’s portfolio with two significant assets: Grupo Omega, a manufacturer of feed premixes for livestock and pets based in Madrid, and Provesa, a logistics and distribution partner in Murcia, 200 km south of Valencia.
The move marks a milestone in Mühldorfer’s efforts to evolve into a fully integrated, technology-enabled nutrition group, positioning the company for continued growth.
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