Vitakraft acquires Hobby Program

In acquiring the Hobby Program group of companies with outlets in Slovenia and Croatia, Vitakraft is taking over one of the biggest suppliers of products for pets and garden ponds in the region. In addition to leading brands in the European pet supplies industry, Hobby Program also markets its own products in Slovenia and Croatia under the names “Hobby Dog”, “Hobby Cat”, “Hobby Vit”, “Hobby Aqua” and “Hobby Plus”. When asked by PETonline, Vitakraft confirmed that other wholesale brands including Sera, Trixie, Eheim and Ferplast would remain part of the range and that the suppliers had already been informed in advance of the takeover. Negotiations are continuing regarding the speciality chain Tukano, which belongs to Hobby Program. The central office of the new Vitakraft marketing company in Slovenia is based close to Maribor, while the new company in Croatia is located in the capital Zagreb. Vitakraft aims to strengthen its position in the central European market by establishing these companies in Slovenia and Croatia.