AlphaPet acquires UK-based premium dog treat brand JR Pet Products

UK – AlphaPet Ventures has announced the acquisition of JR Pet Products, a leading UK-based premium dog treat brand, for an undisclosed amount, marking AlphaPet’s fourth acquisition since 2020.

As one of Europe’s leading digital brand platforms for premium pet food, AlphaPet Ventures continues its buy-and-build strategy by acquiring JR Pet Products. 

The UK brand specialises in natural dog chews and treats and has built a loyal customer base through its focus on high-quality raw materials and products. JR distributes its offerings through its own direct-to-consumer (D2C) shop as well as B2B partnerships.

AlphaPet Ventures is focused on digitising the pet market by building and distributing premium brands across Europe. 

Its portfolio includes notable brands such as Wolfsblut, Wildes Land, Arden Grange, and Herrmann’s Manufaktur. The company’s strategy emphasises multi-channel distribution, with a strong focus on D2C sales via its own platforms, complemented by robust B2B partnerships with retailers.

JR Pet Products was founded in 2012 by Jonathan and Rebecca Davies, with an initial seed investment from Stephen Tandy. The brand has grown into one of the UK’s most recognised names in premium dog treats. 

With this acquisition, JR will benefit from AlphaPet’s resources and European distribution network, unlocking significant growth potential.

Marco Hierling, Founder and CEO of AlphaPet, commented: “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.”

Fritjof Franz, Partner at Capiton, added that by partnering with AlphaPet, JR will gain access to AlphaPet’s resources and European distribution network, unlocking substantial potential for future growth.

Jonathan and Rebecca Davies will both remain as managing directors of JR, and the entire JR team will stay on board.

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 stated: “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.”

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