Alantra advised Rutland Partnerson the acquisition of Armitages Pet Products Limited

Dec 2017

Buy-side advisory

Alantra has advised Rutland Partners on its acquisition of Armitage Pet Care, the largest independent manufacturer and supplier of premium branded pet treats and accessories in the UK.

The business, which was granted the Royal Warrant in 1976, has a strong brand portfolio, including “GoodBoy”, a leading premium dog treats brand. From its manufacturing and distribution base in Colwick, 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.

Rutland’s investment in Armitage represents an exciting scale opportunity to support and invest behind a successful incumbent management team and to build on current expansion plans. Further investment in infrastructure of the business, including brand support, new product development and IT, will allow the business to better serve its customer base and enable Armitage to develop substantial future opportunities.