AlphaPet Ventures, a European digital brand platform for premium pet food, has acquired UK-based JR Pet Products, a leading premium dog treat brand, with the shareholders of JR advised by Kent law firm Thomson Snell & Passmore on the transaction.
AlphaPet is digitising the pet market and successfully building and distributing premium brands across Europe. Its portfolio includes premium brands such as Wolfsblut, Wildes Land, Arden Grange and Herrmann’s Manufaktur.
The company’s strategy focuses on multi-channel distribution, emphasising direct-to-consumer (D2C) sales through its own platforms. This is complemented by a highly customer-centric approach and strong B2B partnerships with retailers.
JR was founded in 2012 by Jonathan and Rebecca Davies with seed investment from Stephen Tandy. Today, it offers a wide range of high-quality, natural dog chews and treats.
With a strong focus on top-quality raw materials and products, JR has built a loyal and strong customer base. The brand distributes its products over its own D2C shop and via B2B partners.
Marco Hierling, founder and CEO of AlphaPet, said: “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.”
Jonathan and Rebecca Davies added: “Our partnership with the AlphaPet team marks an exciting new chapter for JR. 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 whole JR team will stay on board, and Jonathan and Rebecca Davies will continue as managing directors of JR.
The acquisition of JR is AlphaPet’s fourth acquisition since 2020 and the next step to strengthen its position as the leading European premium pet food and treats platform.
The acquisition was financed through a combination of equity and debt. Patria Investments, an existing capiton LP, acted as lead investor, alongside Venture Stars and existing AlphaPet shareholders.
Debt financing was provided by CVC, demonstrating their ongoing support of AlphaPet’s buy and build strategy.
Jason Varney, partner in the corporate department, led the transaction team at Thomson Snell & Passmore. He was supported by Joseph Hartland and Rachel Macmillan in the Corporate team.
Due to the nature of the transaction, the deal necessitated a multidisciplinary project team, which included Ben Stepney in the employment team and Alisa Sweeney and Sunjay Issur in the real estate team.
Jason Varney said: “This deal shows the breadth and strength of not only our core corporate M&A team but also our wider commercial group, as well as our expertise in PE-backed international transactions.
“It is always rewarding to work on transactions where there are so many clear synergies between the parties. We wish JR all the very best and have no doubt the business will continue to thrive as part of AlphaPet.”
JR was also advised by Quantuma Advisory (Lead Advisory). AlphaPet was advised by Ashfords (Legal UK), LutzAbel (Legal Germany), Deloitte (Financial and Tax), Allen & Overy (Financing Legal) and Sonntag & Partner (Tax Germany).
