Premium pet food platform AlphaPet acquires British Arden Grange
The takeover will allow the German company to position itself as a global player in the European region and internationalize its healthy pet food portfolio.
Following the acquisition, both companies intend to advance further their shared vision of establishing healthy, high-quality pet food in the European market.
The UK brand will be developed independently under the umbrella of AlphaPet Ventures. The company also said that AlphaPet’s digital expertise will supplement sales in the UK, and international sales of the brand in DACH will be expanded via AlphaPet’s subsidiary Premium Pet Products GmbH and its offline sales team.
“With the acquisition of Arden Grange, we strengthen our position as the leading digital brand platform for premium pet food in Europe. We are building on the existing and long-standing supplier and customer relationships in the UK and look forward to expanding these further in the coming years,” commented Marco Hierling, Founder and Managing Director at AlphaPet Ventures.
While AlphaPet is strongly positioned in online sales and generates over 50% of its sales directly to end customers (D2C), Arden Grange shows a huge potential to increase its currently low share of D2C sales.
The company will contribute to the further growth of Arden Grange through the digital know-how, direct end-customer access, and access to over 13,000 points of sale in Germany, Austria, and Switzerland.
The acquisition is still subject to regulatory approval.