Subscription dog food supplier Pure Pet Food has received a £15m capital investment to support further expansion.
The company, which provides personalised dog food recipes delivered to customers’ doors, was founded in 2013 by childhood friends Daniel Valdur Eha and Mathew Cockroft with a £300 loan and now employs over 100 team members at its manufacturing site and offices in Cleckheaton, West Yorkshire. Pure serves 40,000 regular customers paying a monthly subscription, and sales have grown by over 200% in the last two years to reach £25million.
The latest investment round, which was led by Felix Capital and includes backing from Mercia Ventures, is intended to fuel further expansion both in the UK and new markets, as well as develop distribution channels and product categories. Following the investment, the company’s new board now comprises Miles Hill (chairman), Roz Cuschieri (CEO), Dan Valdur Eha (Co-Founder and COO), Mat Cockroft (Co-Founder and CGO), Jan Oosthuizen (Investment Director, Mercia Ventures), Antoine Nussenbaum (Co-Founder and Investor, Felix Capital) and Sarah Doyle (Non-Exec Director).
Cockroft said: “We are thrilled to partner with Felix Capital, whose team have demonstrated exceptional support and collaboration. Having one of Europe’s leading consumer investors involved in the business marks a significant milestone for us, and we are excited to shape the future of Pure together.”
Nussenbaum added: “The longstanding relentless drive from Mat and Dan, combined with Roz’s amazing experience in consumer-packaged goods, is a true recipe for success. We will be supporting the whole team at Pure with their mission to become a leading, high-quality, sustainable, and distinctive modern brand for pets.”
