Page 50 - PET worldwide issue 1/2021

Suppliers

Spectrum Brands

acquires Armitage

The addition of Armitage complements Spectrum Brands’
existing portfolio and provides synergies with the existing dog

and cat food range.

Armitage is based in Nottingham, dogs and cats. Today, with our ties to combine the companies’
UK, and was founded in the late four brands Good Boy, Meowee, strengths and competencies,”
1700s as a retail and grocery Wildbird and Wafcol, we are proud states the company in a press
store. The year 1963 marked the to be one of the leading suppliers notice.
beginning of its pet food business of treats, toys and seasonal pet Armitage is well established
with the acquisition of Good Boy, care in the UK.” in British retailing and offers
a brand specialising in dog food Spectrum Brands is a lead- an attractive assortment of not
and treats. ing consumer products com- only dog products, but also cat
Mark Andrews, CEO of pany. The pet care portfolio in- chews, treats and toys. Spec-
Armitage, says: “Since then, we cludes brands like Tetra, 8in1, trum Brands is strong in pet spe-
have expanded our business Furminator, Iams and Eukanuba, ciality in the UK and has gained
with a strong focus on treats for DreamBone and SmartBones. increasing market share in the
dog chews and treats market,
especially with the SmartBones
brand.

Armitage began its pet “The Armitage dog chews
food business with the and treats will nicely comple-
acquisition of Good Boy. ment our brands and their po-

sition in the market,” concludes
Eric Beukeboom, vice-president
of Spectrum Brands Pet EMEA.
The Spectrum Brands He adds that “by joining forces
headquarters in Germany.
with Armitage, we can leverage
even more the huge potential in
the growing chew and treat mar-
ket for cats and dogs – not only
in the UK, but across continental
Europe and beyond.”
Strategic opportunities From a global perspective,
By adding Armitage and its brands this addition is a very good fit,
to the portfolio, Spectrum Brands as Spectrum Brands has defined
is pursuing its objective of of- the chew and treat category
fering innovative pet products to globally as a strategic growth
customers and consumers. “The opportunity in the pet care port-
acquisition will create opportuni- folio. n

PET worldwide 1|2021

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