Following the acquisition of aniMate in November, Pets Choice has completed a month-long transition of the aniMate assets from its base in Ripponden, West Yorkshire to Pets Choice headquarters in Blackburn, Lancashire.
Bringing aniMate into the fold adds an additional 1,250 product lines to the Pets Choice portfolio and signifies its expansion into the pet accessories market.
Brand manager Michael Haigh, who has been leading the integration of aniMate into Pets Choice, said: “As with any acquisition there were challenges to face, such as increasing our warehouse capacity and stockholding very quickly to not only house the products but to ensure a smooth transition and continued high levels of service and reliable deliveries to our customers.
“We met the task head on and with lots of logistical thinking and hard work from the team, we have completed a successful move with limited disruption.”
NEW JOBS
The transition of the brand has also created several new jobs in Blackburn at a variety of levels, from warehouse operatives through to head office staff, and sees the company employ its first in-house seamstress.
“It was incredibly important to us that we take on the manufacturing of the ‘Made in Britain’ products,” Michael continued, “so we are creating a dedicated seamstress room in our factory to accommodate the manufacturing of fleece crate mats and pet blankets right here in Lancashire.
“This is a really exciting move for the business as we expand our expertise from the manufacturing of pet food and treats into accessories too.”
The acquisition of aniMate and the continued expansion of Pets Choice will soon allow for more jobs to be created in Blackburn.
Pets Choice says it has big plans for all three brands – aniMate, WalkingMate and Outhwaite Pets – that sit under the aniMate umbrella. It plans to invest in a full brand refresh to put them ‘in prime position to be market leaders for mid-market and premium dog accessories and home furnishings’.
