AlphaPet Ventures acquires Herrmann’s Manufaktur brand

AlphaPet Ventures has further expanded its international brand platform with the acquisition of the Herrmann’s Manufaktur brand from Herrmann GmbH. Herrmann’s Manufaktur was launched as a leading organic premium pet food brand in Germany more than 17 years ago and enjoys great popularity among its loyal customers. The production of the Herrmann’s Manufaktur brand as well as the private label business will remain with Herrmann GmbH and its managing partner Erich Herrmann.

capiton acquired a significant stake in AlphaPet Ventures as well as the Wolfsblut brand in 2020. Following the acquisition of UK-based Arden Grange in 2022 and this third acquisition, AlphaPet is now targeting sales of c. EUR 200 million in 2023, further strengthening the Group’s position as a leading digital premium pet food platform with strong multi-channel distribution.

Marco Hierling, Founder and Managing Director of AlphaPet Ventures, comments: “Herrmann’s Manufaktur is a well-established, strong brand led by a great team. With this acquisition, AlphaPet strengthens its position as the leading premium digital pet food platform in Europe. 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.”

Christoph Karbenk, Managing Partner at capiton, adds: “We are delighted to support AlphaPet in its strategy of consolidating the premium pet food market in Europe. We look forward to execute on this proven acquisition model.”

Transaction summary

AlphaPet acquires Herrmann’s Manufaktur brand with financing provided by lender CVC Partners. AlphaPet was advised by LutzAbel (Legal), Allen & Overy (Financing Legal), Deloitte (Financial) and Sonntag & Partner (Tax & Structure).

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