Interpet has entered into an asset purchase agreement with Sera GmbH to transfer ownership of the Interpet, Blagdon and Aquagarden aquatic brands, effective from July 1, 2025.
The existing Interpet UK-based sales team, along with the marketing and development teams, will continue to support the aquatic brands throughout the transition. Additionally, Sera will continue to use Interpet’s UK logistics partner, Great Bear, to ensure uninterrupted service and supply, the company maintained.
The move follows a “strategic realignment” of Interpet’s business operations, which will see the Nylabone, Kaytee, Four Paws and K&H brands supplied to the UK and EU markets via direct ship distribution from the USA and China instead of warehousing products locally, while the Petlove, Comfort Zone, and Interpet Publishing brands will be discontinued as of July 1. Interpet is currently evaluating options for the Mikki brand, with an update to follow before July.
Adrian Exell, commercial director at Interpet Ltd, said: “This partnership with Sera GmbH marks an exciting new chapter for our aquatic brands.
“By aligning with a company that shares our values and vision for the aquatic category, we are confident this move will deliver enhanced value and continuity to our retail partners and loyal customers.”
Sera hailed the two companies’ new agreement as “A testament to their shared commitment to quality, innovation, and customer satisfaction.”
The statement continued: “Sera brings its strong market presence in Europe as well as a high-quality range of food and care products. Interpet complements the portfolio with innovative solutions, a strong market position in the UK, and contributes to the diversity of the offerings with its brands Interpet, Blagdon, and Aquagarden.
“The combination of Interpet’s expertise with sera’s proven food products creates an even better selection for customers. The pond segment, in particular, will be significantly expanded through Interpet’s products.”
Maximilian Deharde, managing director of Sera, said: “Our partnership with Interpet is a significant step toward a successful future. Together, we will combine our strengths and offer our customers an even more comprehensive range. We look forward to the upcoming developments.”
The two company’s expanded range will be available to view on Sera’s stand at next month’s Zoomark trade fair. The exhibition takes place in Bologna, Italy, on May 5-7.
