AlphaPet Ventures GmbH

was founded in 2011 by Marco Hierling and has established itself as a leading provider of premium pet food. "We recognized three crucial trends: the desire for healthy nutrition, the increasingly close bond with one's own pet, and digitization," explains Marco Hierling. Against this background, the vision was born to offer healthy and high-quality pet food online and establish it in the mainstream. AlphaPet has continuously evolved and is today successful not only in Germany but also internationally.

Synergies within the Group

AlphaPet has grown from a small start-up to a company with over 200 employees. The success is based on a clear corporate structure that allows for managing rapid growth while simultaneously promoting innovation. Particularly noteworthy is the brand-centered organization introduced in 2023 to preserve each brand's identity while maximizing synergies within the group. The corporate culture at AlphaPet is characterized by values such as 'Passion for Pets and Technology.' This is reflected in the selection of employees, who bring both a passion for animals and for data-driven work. The company's success is largely due to the motivated and committed team that continually develops to meet the demands of a rapidly growing market. 

Growth and Digitalization

By 2025, AlphaPet anticipates a revenue of approximately 200 million EUR. This is the result of a well-thought-out growth strategy based on two main pillars: successful organic brand development in core markets and an acquisition strategy. AlphaPet Ventures started as an online-only retailer and has established its brands such as Wildes Land and Wolfsblut not only online but also in large premium chains like Fressnapf, DM, Rewe, and Edeka.

A crucial step for the company was the acquisition of brands like Wolfsblut, Arden Grange, and Herrmann's Manufaktur, which now positions Alpha-Pet also on international markets like the United Kingdom and other European countries. Focusing on brand building, multi-channel strategy and clear positioning in the premium segment, AlphaPet has continuously expanded its market share and plans to continue to grow strongly organically in the coming years, supported by targeted acquisitions.

Most recently, in January, Alphapet acquired JR Pet Products, the leading provider of natural dog snacks in the United Kingdom. Digitalization plays a central role in AlphaPet's strategy. The company uses modern technologies and artificial intelligence in customer service and marketing to enhance customer experience and optimize processes. Thanks to a data-driven strategy, AlphaPet remains flexible and can quickly respond to market changes and continuously expand its presence.