In order to follow its strategy of expansion of premium brands, AlphaPet Ventures has acquired the pet food brand Herrmann’s Manufaktur by Herrmann GmbH.
According to AlphaPet, the German manufacturer founded in 2006 leads the organic wet pet food sector for 17 years. The producer is focused on the local production of high-quality dog food, cat food, pet supplements and treats out of organic ingredients. Overall, it keeps a loyal consumer base.
AlphaPet is a digital platform for the premium pet food market implying brands like include Wolfsblut, Wildes Land, Müllers Naturhof and the UK-based brand Arden Grange.
“Herrmann’s Manufaktur is a fantastic, well-established brand with a great team behind Erich Herrmann,” stated Alpha Pet’s founder and managing director Marco Hierling. “With the acquisition of the brand, AlphaPet strengthens its position as the leading premium digital pet food platform in Europe and continues its growth path with a projected turnover of around €200 million ($212 million USD) in 2023. We will build on the existing and long-standing supplier and customer relationships and look forward to realizing the great potential of the brand together with our partners.”
By its own account, AlphaPet and Hermann’s Manufaktur both concentrate on high-quality premium food, sustainability and pet health. After the acquisition, the digital platform intends to support Herrmann’s by using its distribution network and online DTC distribution. The subsidiary Premium Pet Products GmbH will be responsible for the distribution.
Herrman GmbH will still be in charge of the production facilities and keep the ownership ownership of its private label pet food manufacturing business.
“I see great potential for the Herrmann’s Manufaktur brand through the structures of the AlphaPet Group,” explained Erich Herrmann, founder of Herrmann GmbH and Herrmann’s Manufaktur. “By handing over the brand, I can focus even more on the expansion of production, even better products and the private label business with Herrmann GmbH. I am convinced that this will allow us to optimally exploit the potential of both Herrmann GmbH and the Herrmann’s Manufaktur brand.”
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