Czech pet-food group Vafo has made another acquisition, buying German direct-to-consumer brand Pets Deli.
Financial terms were not disclosed
In a statement, Vafo said the deal “strengthens” its position in Germany and adds an “important digital growth platform” to the group’s portfolio in Europe. Vafo added that the acquisition is “strategically important” because it combines Pets Deli’s consumer brand, direct customer relationships and data-led model with its own manufacturing scale, R&D, sourcing and category expertise. Pets Deli sells wet and dry food, as well as snacks and supplements for dogs and cats through its digital platform.
Vafo chairman Pavel Bouška said: “Germany is one of the most important pet-food markets in Europe, and for us, Pets Deli is the right partner to strengthen our position there.” Berlin-based Pets Deli, which generates a turnover of more than €40m ($46.1m), will continue to operate under its own brand. Its new owner said the “future focus will be on accelerating D2C growth, strengthening customer retention, [and] expanding the product portfolio”. Pascal Haenle, Pets Deli managing director and COO, said: “Vafo gives us operational firepower we couldn’t have built on our own.