Inspired Pet Nutrition To Buy Ultra Premium Direct

Ultra Premium Direct pet food. Credit: Eurazeo

Investor-backed Inspired Pet Nutrition (IPN) is buying into France-based direct-to-consumer business Ultra Premium Direct (UPD).

CapVest Partners-backed IPN said it has entered “exclusive discussions” pinch asset-management patient Eurazeo and different number shareholders to get nan online pet-food company.

Eurazeo said UPD has established itself arsenic a awesome subordinate successful nan French premium pet-food marketplace and is regarded arsenic 1 of nan apical direct-to-consumer (D2C) online brands successful nan category.

IPN’s projected acquisition of UPD seeks to create a awesome independent and world branded pet-food level successful Europe, pinch a position to building a “powerful omnichannel strategy” to “further fortify loyalty and engagement”.

It comes arsenic Inspired Pet Nutrition acquired Sopral past month arsenic it looks to grow its operations successful France and Europe.

Since acquiring a liking successful UPD successful 2021, Eurazeo has supported UPD’s founders and guidance successful strengthening its marque positioning, expanding its premium merchandise range, and reinforcing its activity team.

The woody is group to beryllium finalised successful nan 4th quarter, though it is taxable to nan conclusion and consultation process pinch nan company’s waste and acquisition unions, arsenic good arsenic support from nan title authorities.

CEO of IPN, Arthur van Benthem, said: “UPD has delivered awesome maturation successful some income and profitability and represents a beardown strategical summation to IPN.

“It brings pinch it a sophisticated, proven e-commerce level pinch important world maturation potential, a quickly expanding mono-brand shop network, and different outstanding marque to our portfolio.”

He added: “The business is highly complementary to some IPN and Sopral. By combining UPD’s direct-to-consumer strengths pinch Sopral’s extended manufacturing capabilities and IPN’s broader web and customer base, we unlock powerful opportunities to accelerate our eager maturation plans crossed Europe.

Head of Eurazeo’s Elevate division, Pierre Meignen, said: “We are very proud to person supported nan founders and guidance squad of UPD done each cardinal shape of their improvement and to person stood by their side successful creating a French leader successful nan pet-food ecosystem.

“We thank IPN for nan spot they person shown successful UPD and are assured that this partnership will alteration nan institution to embark connected a promising caller shape of growth.”