Sweden’s Voff Premium Pet Food has appointed fashion industry veteran Anders Kristiansen as its new CEO.

He succeeds Mårten Bernow, who took up the post in 2019.

Kristiansen said he saw “significant growth potential” in Voff, which supplies raw pet food, treats, chews and supplements, and suggested M&A would form a significant part of his growth strategy.

The business generates annual revenue of SEK1.1bn (US$110m) and employs around 300 staff.

Kristiansen said: “In just a short time, Voff has undertaken an impressive journey and built up a strong platform for consolidating the European premium natural pet food segment. Voff consists of very strong brands, offering raw pet food, treats, chews and supplements through multiple channels, both online and offline, with significant growth potential.

“Leveraging my previous experience, I am very much looking forward to joining the team and expanding the business through both organic growth and acquiring leading brands, to establish the company as the leading consolidator in the European natural pet food market.”

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By GlobalData

Voff has largely built its business through M&A, with Leo & Wolf its only in-house brand. Last month it entered the Dutch cat and dog food market when it purchased Energique. Financial terms were not disclosed for the Energique transaction, which marked Voff’s ninth since the business was founded in 2014.

Last year it also acquired UK peer Nova Dog Chews. The Scotland-based company manufactures and supplies dog treats, snacks and chews, and has an office in France.

Kristiansen joins following two years as group CEO of global high-street fashion brand Esprit, and almost five years as CEO of UK retail chain New Look. He has also worked in China.

The Harvard Business School graduate is also chair of the board at German frozen-meals manufacturer Hoffmans and an adviser at Nordic private-equity firm Axcel, which bought a majority stake in Voff last year.

Voff chairman Asbjørn Hyldgaard, also a partner at Axcel, said: “We believe that Anders’ background and experience as a senior executive within several international consumer goods companies makes him highly qualified to take over as CEO of Voff in this next phase of the company’s journey. The board welcomes Anders Kristiansen and expects that Voff will continue to thrive in its expansion journey under his leadership.”

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