Page 78 - PET worldwide issue 02/2022

Suppliers

Alpha Pet acquires

Arden Grange

Alpha Pet Ventures, a leading technology-driven brand platform
for premium pet food based in Munich (brands including

Wolfsblut and Wildes Land), has acquired Arden Grange, a UK
manufacturer of premium pet food.

Springboard into panding these further in the next
the UK market few years.”
While Alpha Pet is well posi- Wendy Stephens, co-founder
tioned online and generates over of Arden Grange, comments: “To-
50 per cent of its sales directly gether with my late husband Gra-
to end customers (D2C), Arden ham, we established the Arden
Grange displays great potential Grange brand 25 years ago to of-
for expansion of its currently fer a high-quality, nutritious dog
small D2C share. This was the food to rival the dog food offer-
message communicated in a ing of the big manufacturers. Ar-
press release covering the ac- den Grange’s claim of ‘nutrition
Better together: both Alpha Pet Arden Grange is an independent quisition of Arden Grange. Marco without compromise’ demon-
Ventures and Arden Grange focus family-owned company estab- Hierling, founder and managing strates this clearly and we have
on high-quality premium pet food.
lished in 1996 by dog enthusi- director of Alpha Pet Ventures, remained true to this throughout.
asts and breeders Graham and said: “Arden Grange is a strong, We have been able to create a
Wendy Stephens. The company well-positioned premium brand large and loyal customer base
is based not far from Brighton for which we perceive great po- in the UK in this way for Arden
in the south of England and spe- tential, not only in the UK but also Grange.”
cialises in premium pet food for in the German-speaking region. Emma Stephens, daughter of
dogs and cats. Following the Through our digital know-how Wendy Stephens and managing
takeover of the pet food producer in particular and direct end cus- director of Arden Grange, says:
– the transaction is still subject tomer access as well as via our “The high quality and innova-
to approval by the authorities – marketing team in the German- tive recipes have enabled us to
the Arden Grange brand is ex- speaking countries with access establish the brand success-
Marco Hierling, founder and pected to be developed sepa- to over 13 000 points of sale, fully in the premium market and
managing director of Alpha Pet
Ventures, views the acquisition rately under the umbrella of Al- we can have a strong input into make it one of the most popular
of Arden Grange as a good oppor- pha Pet Ventures. Distribution in growing the brand further. By dog food brands in the UK. With
tunity to become stronger in the the UK will be aided by the digital acquiring Arden Grange we con- the team of Alpha Pet, I perceive
UK market. expertise of Alpha Pet, while dis- solidate our position as a leading great potential for expanding the

tribution of the brand in the Ger- digital platform for premium pet brand further, not just nationally
man-speaking countries will be food in Europe. We will build on but also internationally. I am con-
expanded via the Alpha Pet sub- the existing, long-standing sup- vinced that together we can fully
sidiary Premium Pet Products plier and customer relationships exploit the potential of Arden
and its offline marketing team. in the UK and look forward to ex- Grange.” n

78 PET worldwide 2|2022

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