Private Equity Group Invests In Treats And Accessories Firm



Private equity group invests in treats and accessories firm
13th September 2017

By Sandra Pearce

Private equity firm Rutland Partners has invested in Armitage Pet Care with the existing management team.

In a statement, it said the investment represents ‘an exciting scale opportunity to support and invest behind a successful incumbent management team and to build on current expansion plans’.

The venture will allow further investment in infrastructure of Armitage, including ‘significant brand support, new product development and IT’, which will allow the business ‘to better serve its customer base and enable the business to develop substantial future opportunities in conjunction with its key partners’.

In 2015, Rutland Partners backed a management-buyout of the Gardman Group, which supplies wild bird care products, tooling, lighting and gardening sundries to the garden sector.

Ben Slatter, partner at Rutland, said: “We are delighted to have completed our investment in Armitage. The business has built a strong position in a growing market and is well positioned for future growth. We are looking forward to supporting the management team and working with them to further develop the business over the coming years.”

Armitage Pet Care is an independent manufacturer and supplier of premium branded pet treats and accessories with a turnover of around £45 million. It has ambitious plans to support its key customers and ‘provide continuous innovation for the consumer’.

It was granted the Royal Warrant in 1976 and has a strong brand portfolio including GoodBoy, a leading premium dog treats and accessories brand. From its manufacturing and distribution base in Colwick, near Nottingham, Armitage supplies more than 2,000 products across the dog, cat, small domestic pets, bird and fish categories to a broad customer base including specialist retailers and the supermarkets. 

Under the leadership of CEO Paul Bousfield, Armitage has outperformed a growing market in recent years. It says it has ‘successfully driven innovation in the pet market underpinned by its category management principles and partnership approach with its key customers’.

Paul said: “We are proud of developing Armitage into the leading high-quality treats and accessories business that has significantly changed the shape of the pet category.  We are delighted to be partnering with Rutland who we are confident will be able to support us in our ambitious plans for the next phase of growth.”