Alpha Pet Ventures acquires JR Pet Products

Alpha Pet Ventures has acquired JR Pet Products, the UK's leading premium brand of natural chews and snacks for dogs. This was announced yesterday lunchtime by Europe's leading digital brand platform for premium pet food.

Alpha Pet digitises the pet market, developing and distributing premium brands across Europe. Its portfolio includes established brands such as Wolfsblut, Wildes Land, Arden Grange and Herrmann's Manufaktur. Alpha Pet's multi-channel strategy combines strong digital direct sales (D2C) with a customer-centric approach via its own platforms and partnerships with leading retailers in the B2B segment.

JR Pet Products (JR) was founded in 2012 by Jonathan and Rebecca Davies, backed by a seed investment from close family friend Stephen Tandy. Over the past few years, JR has become one of the UK's leading premium natural dog treat brands. The range includes high quality, natural chews and snacks sold through its own D2C shop and selected B2B partners.

Marco Hierling, founder and CEO of Alpha Pet, said: “JR ideally complements our commitment to healthy, high quality pet food and adds a leading brand of dog snacks to our range.” The entire JR team will remain on board and Jonathan and Rebecca Davies will continue as managing directors.

The acquisition of JR Pet Products is Alpha Pet's fourth acquisition since 2020, and a further step in strengthening its position as the leading European platform for premium pet food and snacks. “With Alpha Pet, JR gains access to extensive resources and an established European distribution network, which opens up great growth potential for the brand,” said Fritjof Franz, Partner at Capiton.

The acquisition was financed through a combination of equity and debt. Patria Investments, an existing partner of Capiton, acted as lead investor, supported by Venture Stars and existing Alpha-Pet shareholders. Debt financing was provided by CVC.