Armitage Pet Care

Deal summary

Armitage Pet Care is the largest independent manufacturer and supplier of premium branded pet treats and accessories in the UK. The business has a strong branded portfolio, including GoodBoy, a leading premium dog treats brand. From its manufacturing and distribution base near Nottingham, Armitage supplies over 2,000 products across the dog, cat, small domestic pets, bird and fish categories to a broad customer base including the major supermarkets and pet specialist retailers. 

Armitage Pet Care is a leading UK name in fun and indulgent treats for dogs and cats. It manufactures and sources a wide range of products from treats through to toys and accessories for cats, dogs and small animals, sold under a  variety of well-known brands including GoodBoy, GoodGirl, Wafcol, Rotastak, Wild Bird, Gussie Goldfish.

The business has an enviable customer base of leading blue chips; it is key supplier to all the major supermarkets, leading specialists and independents and is well positioned to capitalise on consumers’ demand for fun and indulgent pet treats.

What difference did we make?

Armitage has outperformed a growing market in recent years through being at the forefront of positive market trends such as the “humanisation of pets” and premiumisation of pet products. The business has successfully driven innovation in the category and adopted a partnership approach with its key customers.

Private equity investor Rutland Partners made a significant investment to back the buy-out of Armitage Pet Care. Catalyst advised on the buy-out and debt raise, adding to our growing list of recent transactions in the pet and wider food and drink sector. The pet sector is viewed as a highly desirable growth niche, given the underlying trend of pet ‘humanisation’.

Our M&A role encompassed advising Rutland Partners on bid tactics, deal structure and entry pricing. Our sector insights, robust business planning support and rapport with management were crucial in helping Rutland evaluate the future business opportunities supporting their offer price and overall investment structure in the business.

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What our client said
"Catalyst were immensely helpful with their realistic and sector-rich approach to getting this deal done. They added value throughout the process, challenging and supporting our business plan." Paul Bousfield, Managing Director
Armitage Pet Care