MUNICH — AlphaPet Ventures recently announced its acquisition of JR Pet Products (JR), the United Kingdom’s leading premium dog treat brand, according to AlphaPet.
Founded in 2012 by Jonathan and Rebecca Davies, JR offers a range of natural dog chews and treats, with the brand placing a strong focus on high-quality raw materials and products. The brand distributes its products through its own direct-to-consumer shop and via business-to-business partners.
“Jonathan and Rebecca have built a fantastic brand. JR is an excellent addition to AlphaPet’s brand portfolio, aligning with our commitment to healthy and premium pet food, while offering a highly complementary product range,” said Marco Hierling, founder and chief executive officer of AlphaPet.
Following the acquisition, all JR employees will stay on board and Jonathan and Rebecca Davies will continue as managing directors of the brand.
“Our partnership with the AlphaPet team marks an exciting new chapter for JR,” said Jonathan and Rebecca Davies. “Together, we look forward to building on the strength of the brand, supported by our trusted suppliers and customers, to achieve our growth goals in the years ahead.”
The acquisition was financed through a combination of equity and debt, with debt financing provided by CVC. Patria Investments acted as lead investor, alongside Venture Stars and existing AlphaPet shareholders.
“We are excited to enable the next chapter of value creation for AlphaPet and very much look forward to continuing our successful partnership with AlphaPet’s exceptional management team and captain, one of the top performing managers in European private equity today,” said Mark Nicolson, partner and head of primary investments at Patria.
The acquisition of JR is AlphaPet’s fourth acquisition since 2020, including its acquisitions of Herrmann’s Manufaktur brand and Arden Grange. According to AlphaPet, this acquisition is the next step toward strengthening its position as the leading European premium pet food and treats platform.
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