AlphaPet Ventures acquires JR Pet Products, the leading premium dog treat brand in the UK

January 2025 – AlphaPet Ventures, Europe’s leading digital brand platform for premium pet food, has acquired JR Pet Products, the leading premium brand of natural chews and treats for dogs in the UK. This acquisition marks another significant milestone in AlphaPet’s successful buy and build strategy and strengthens its footprint in the UK market.

AlphaPet Ventures (AlphaPet) is digitizing 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. AlphaPet’s strategy is based on a multi-channel distribution approach with a high level of direct to consumer (D2C) sales and a highly customer focused approach, through its own D2C platforms, accompanied by strong retail partners (B2B).

JR Pet Products (JR) was founded in 2012 by Jonathan and Rebecca Davies and Stephen Tandy. Today the JR brand is UK’s leading premium dog treat brand, offering 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, on the acquisition: “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.”

“By partnering with AlphaPet, JR will gain access to AlphaPet’s resources and European distribution network, unlocking substantial potential for future growth.” Fritjof Franz, partner at capiton explains.

Jonathan and Rebecca Davies, founders and managing directors of JR: “We are looking forward to growing JR in the next years together with the AlphaPet team and make it even stronger than it is already today. We have a strong partner and supplier network that will help us to reach our future growth plans.”

The whole 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. Mark Nicolson, Partner and Head of Primary Investments at Patria: “We are excited to enable the next chapter of value creation for AlphaPet and very much look forward to continuing our successful partnership with AlphaPet’s exceptional management team and capiton, one of the top performing managers in European private equity today.”

Debt financing was provided by CVC, demonstrating their ongoing support of AlphaPet’s buy and build strategy.

AlphaPet was advised by Ashfords (Legal UK), LutzAbel (Legal Germany), Deloitte (Financial and Tax), Allen & Overy (Financing Legal) and Sonntag & Partner (Tax Germany).

The acquisition is still subject to regulatory approval.

About AlphaPet Ventures

AlphaPet Ventures is Europe’s leading technology-driven brand platform for premium pet food. Combining multi-channel distribution, digital brand building, and end-to-end technological solutions, AlphaPet is transforming the pet market. The company excels in direct-to-consumer (D2C) and business-to-business (B2B) sales, leveraging expertise in technology, business intelligence, digital marketing, and logistics.

Through a combination of organic growth and a successful buy-and-build strategy, AlphaPet has built a steadily growing portfolio of leading European premium brands. AlphaPet’s subsidiaries and brands continue to advance the digitization of the pet market, driven by the vision of providing every pet with healthy nutrition.

About JR Pet Products

JR Pet Products is a UK-based company offering natural chews and high-quality treats for dogs. Founded in 2012 by Jonathan and Rebecca Davies and Stephen Tandy, JR Pet Products has become a leader in the premium dog market.

The company has a strong focus on quality and innovation and built a successful multi-channel distribution with a strong network of B2B partners and direct consumer access (D2C).

About capiton

capiton is an independent, owner-managed private equity firm with over €1.6 billion in managed funds. Its current portfolio includes 18 mid-sized companies, supporting management buyouts and growth financing for established businesses.

About Patria Investments

Patria is a leading alternative investment firm with over 35 years of history specialized in key resilient sectors. With over US $44 billion in assets under management and a global presence, it aims to provide consistent returns in attractive long term investment opportunities while creating sustainable value for society.

About Reimann Investors

Reimann Investors is a family office and corporate group representing members of the Reimann entrepreneurial family. The firm focuses on highly liquid capital market investments and direct investments in high-growth digital businesses in areas like digital commerce, FinTech, and SaaS.

About Venture Stars

Venture Stars is a Munich-based venture capital fund specializing in early-stage investments in innovative B2C and B2B digital business models. Founded by Martin Junker, Florian Calmbach, and Stefan Pfannmöller, the firm manages three funds, with investments typically ranging between €0.5 million and €5 million per portfolio company. As a former company builder, Venture Stars offers support beyond capital, including strategic know-how, networking, and operational advice in areas such as organizational development and financing.

Pressemitteilungen

January 2025 – AlphaPet Ventures, Europe’s leading digital brand platform for premium pet food, has acquired JR Pet Products, the leading premium brand of natural chews and treats for dogs in the UK. This acquisition marks another significant milestone in AlphaPet’s successful buy and build strategy and strengthens its footprint in the UK market. AlphaPet Ventures […]

Berlin, January 2025 – AEMtec GmbH, a global leader in micro- and optoelectronics, is pleased to announce the acquisition of aSpect Systems GmbH, a renowned provider of semiconductor testing solutions. This merger enables both companies to combine their respective strengths and offer customers even more comprehensive solutions. While AEMtec brings global reach and expertise in […]

RAITH Group (“RAITH”), a leading developer and manufacturer of maskless nanofabrication systems and characterization solutions, announces the acquisition of Xnovo Technology ApS (“Xnovo”), an innovative technology development company specializing in advanced imaging methods and materials characterization. Xnovo was founded in 2012 as a spin-out from Denmark Technical University (DTU) and is headquartered in Køge, Denmark. […]

Oktober 30, 2024 – capiton AG hat seine Beteiligung an der GRITEC TopCo GmbH („GRITEC”) erfolgreich an die Viessmann Generations Group („Viessmann”) veräußert. GRITEC ist der größte Lösungsanbieter für schlüsselfertige Technikgebäude und -stationen für Energie-, Wasser- und Industrie-Infrastruktur in Deutschland. Das Unternehmen ist spezialisiert auf intelligente Infrastrukturlösungen und entscheidende Komponenten für die Transformation hin zu […]

KD Pharma Group (“KD Pharma”), a leading CDMO in pharmaceutical and nutritional lipids, announces the acquisition of dsm-firmenich’s Marine Lipids business. As part of the transaction, dsm-firmenich will obtain a minority stake in KD Pharma and become co-shareholder alongside the capiton Omega continuation fund vehicles and other minority shareholders. The transaction will close in the […]

capiton portfolio company Dec Group is proud to announce the acquisition of the activities of Hainspitz-based BAUSCH Germany, a specialist for the design, manufacture, and supply of high-quality pharmaceutical aseptic fill-finish packaging solutions. With almost 25 years of experience, BAUSCH Germany has built a reputation as an innovative and reliable partner for pharmaceutical companies around […]

As of 29 February 2024, capiton portfolio company Betonbau presents itself under the new company name GRITEC. This is a significant step, underlining the company’s development to date, its current positioning, and its long-term strategic direction. Derived from „Grid“ and „Technology“, the name reinforces the clear positioning as a full-service provider of system-relevant grid infrastructure […]

Raith, the leading manufacturer of precision technology for nanofabrication Instrumentation and part of capiton’s just recently, in January 2023 closed continuation vehicle Quantum, is pleased to announce the successful acquisition of NBF GmbH & Co. KG, a renowned supplier of precision technology, mechanical engineering, and system technology. The acquisition marks an important milestone in Raith’s […]

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 […]

Successful Closing of Continuation Fund “capiton Quantum” for two leading German high-tech companies We are pleased to announce the closing of the €248m continuation fund “capiton Quantum”. capiton Quantum invested in Raith and AEMtec, two leading companies within the industrial technology space, originally acquired by capiton Fund V in 2016 and 2018, respectively. The continuation […]

capiton AG appoints Christoph Karbenk to the Management Board capiton AG is pleased to announce the appointment of Christoph Karbenk to the position of Managing Partner and Member of the Management Board, joining Frank-Markus Winkler and Manuel Hertweck. Christoph joined the firm in 2001 from Roland Berger Management Consultants, where he gained considerable operational expertise in […]

HR Group sells retail stores, repositions business to focus on successful system solutions business and logistics division As a result of realigning its strategic focus, HR Group is pleased to announce the sale of its RENO store network in Germany, Austria and Switzerland, as well as the RENO online business – to retail specialist cm.sports […]