Perwyn, the Paris and London-based private equity investor, has acquired the German petfood company Barfer’s Wellfood GmbH, located in Berlin. The Company is the most recognized direct-to-dog raw pet food brand in Germany. Barfer’s has posted strong growth since its creation in 2011. The Company operates through a mixed-model combining on-line sales (>90% of sales) and physical sales in a network of own retail stores. Thanks to its expertise in a number of digital direct-to-consumer businesses such as Gousto, Lookiero and Secret Sales, Perwyn intends to further support the Company in its developments in Germany and other EU countries.
Barfer’s was founded in 2011 by Mr. Norman Vogel, its current CEO, to meet the growing demands in raw pet feeding in Germany. Barfer’s specializes in raw feeding (« BARFing », « Biologically Appropriate Raw Food ») of domiciled dogs and cats. The Company produces, packages and sells high-quality raw meat products together with accessories. The premium brand offers more than 200 products sold mainly D2C via an online shop, but also in five own retail stores in Berlin.
Founded in 2013, Perwyn is an active Paris and London-based private equity investor, seeking Buyout opportunities where they can make a material impact on growth and profitability. They look to invest in established, cash generative market leaders headquartered in the UK or Western Europe, where they can support growth initiatives and businesses in transition. They target businesses with an Enterprise Value of £/€50-250m. Perwyn has a partnership approach to investing alongside management teams, taking on an active role in their businesses beyond that of a traditional “high-street” private equity firm. This includes working to develop a clear strategy for each business, ensuring the right management team and Board is in place, professionalising reporting and processes, seeking and evaluating M&A opportunities and, where appropriate, providing further capital to support company strategy. Perwyn is a generalist investor but with a focus on Digital Transformation, Consumer Brands, Business Services and Healthcare/Nutrition on a Pan-European basis.
Heinz Holsten, Perwyn’s Chief Investment Officer, commented: “We are delighted at the opportunity to partner with Norman and together build the next chapter in Barfer’s history. The business that Norman has built over the past decade is very well positioned to drive growth in the BARF category going forward. Perwyn has been following the pet category for a number of years and Barfer’s is particularly well positioned at the intersection of the humanization and premiumization trends in the category.”
The IMAP Germany team consisting of Marco Strogusch and Isabella Böing have acted as lead financial advisor to Perwyn together with the pet food team of Degroof Petercam (IMAP France) in this cross-border acquisition.
This transaction is another example of IMAP´s sector expertise in the attractive pet space in particular in Germany, France and in the US with deals in pet food, treats, hard goods and veterinary services.