PE invests in Chinese pet food brand Enova
L Catterton announced an investment in the Shanghai-based premium pet food company to continue to build the company’s domestic premium pet brand Pure & Natural.
The investment, L Catterton’s foray into China’s pet food market, will “catalyze” the next stage of their growth.
“We are excited about the journey ahead as we continue working to offer premium pet food that brings delight to consumers and their beloved pets,” said Enova founder and CEO Herman Zhao.
Enova’s Pure & Natural is now the top domestic premium dog food brand in China and has helped fuel Enova’s sales growth over the past five years.
Their products are present across offline and online channels in China, including major e-commerce platforms through its direct-to-consumer Tmall and TikTok flagship stores, as well as various distribution partners including JD.com and Tmall Supermarket.
The company said that Enova capitalizes on digital marketing avenues to amplify Pure & Natural’s brand visibility and reach.
Shanghai Enova Pet Products was established in 2009 with a mission to improve pets’ and their owners’ quality of life by providing products based on pets’ natural diets and international best practices.