Vital Gears Up For A Robust Future


Vital gears up for a ‘robust’ future
13th March 2017

By Sandra Pearce

The new owners of Vital Pet Products say they plan to make the pet wholesaler more competitive and will look at ways to structure the business for growth. The Subura Group, which bought Vital for £12.8m on March 1, says this will create a more stable and secure future for the business and its employees.

One of Subura’s directors is Sunny Sharma, co-owner of pet accessories company Pet Brands. Bruce Steuart, who was MD at the family-run Vital Pet Products, is also a director of the Subura Group.

Sunny told pbwnews the newly set-up Subura Group would operate as an independent business. Other executive directors will join the board, bringing together ‘some of the industry’s leading experts’ in the wholesale market.

After a review of business operations, Subura will look ‘to improve processes and embrace new technology’ to ensure that customers receive the ‘best-in-class service they need for their businesses to be successful’.

Vital Pet Products employs 280 staff and has more than 2,800 customers in the UK and Europe, with warehouses across the UK. In 2007, it merged with Batley Pet Products and currently distributes 28,000 products.

Sunny said: “While we have no immediate plans to cut the number of SKUs, we will be reviewing what products are in demand from retailers and listening to their feedback. Equally, we will also be looking to add exciting and relevant new products to give retailers choice and to ensure they can select from a portfolio that sells well and drives profit.”

He added: “This acquisition demonstrates our commitment to the pet sector in the UK and further afield. We aim to bring clients and suppliers a more robust distribution business able to support the changes in demand driven by a competitive marketplace.

“Our first priority is to focus on putting the right processes in place to improve the operational side of the business. Improving our supply to customers and developing our partnerships with key brands is our core objective.”


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