Carmarthenshire-based premium dog treat brand JR Pet Products is under new ownership following a multi-million-pound deal. The business has been acquired by digital brand platform for premium pet food in Europe, AlphaPet.
Business advisory firm Quantuma acted for the shareholders of JR Pet Products on its acquisition, the exact value of which has not been disclosed.
Established in 2012, it offers wide range of natural dog chews and treats. The brand distributes its products via its own direct-to-consumer shop, as well as via business partners. In its financial year to the end of January, 2024, it increased revenues on a year earlier by nearly 10% to just under £16m. It posted a profit for a year of £4.59m.
Quantuma managing director Adrian Howells, director Calvin Bond and manager Duncan Moore led the sales process for JR Pet Products on behalf of the shareholders. Three was significant interest from both financial and trade investors, before AlphaPet Ventures were identified as the preferred bidder.
AlphaPet Ventures is a buy and build pet food platform focussed on strengthening its international footprint and further expanding its treats business. It is known for digitising the pet market and building and distributing premium brands across Europe. Its portfolio includes premium brands such as Wolfsblut, Wildes Land, Arden Grange, and Herrmann’s Manufaktur. AlphaPet’s strategy focuses on multi-channel distribution, with an emphasis on direct-to-consumer sales.
The acquisition of JR Pet Products is AlphaPet’s fourth acquisition since 2020.
Managing director of JR Pet Products Jonathan Davies said: “Adrian, Calvin, and Duncan from Quantuma were outstanding partners, making a very complex process seamless for us. Our partnership with the AlphaPet team marks an exciting new chapter for JR Pet Products. 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.”
Quantuma managing director Adrian Howells said: “This transaction delivers continuity for JR Pet Products as part of AlphaPet Ventures and allows the sellers to secure the shareholder value created by JR’s growth trajectory and stellar market reputation.
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"This was a comprehensive and very sizeable deal; it represents a true showcase of what the Quantuma corporate ginance team is capable of and is a brilliant way to start the 2025 M&A year. I look forward to watching the business flourish with its new owners and we wish them every success in their next chapter.”
The Quantuma team worked alongside Jason Varney, Rachel Macmillan and Joseph Hartland from Thomson Snell & Passmore who provided legals on the deal.