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. Access to world-class manufacturing, R&D and procurement means better products for our customers, faster – and at a stronger margin – without ever compromising on the quality they trust us for.”
The transaction is the latest in a run of deals by Vafo as it builds out its European pet-food portfolio.
In 2024, the company bought Austria-based PetCo and Finland’s Dagsmark Petfood, having acquired UK brand Pooch & Mutt and taken a controlling stake in Swedish wholesaler Lupus Foder in 2023.
Earlier this year, Vafo also restructured its business into separate branded, private-label and production units, saying the move would support further expansion and sharper management focus.
With a turnover exceeding €700m, Vafo employs more than 1,500 people across nine European countries.
Its brands include Brit and Carnilove, with products sold in more than 90 countries.
