It all began in 1998 with “MultiFit” – the first private label brand of dogand cat food. Today, the Fressnapf Group speaks of exclusive brands, which aremanaged like real brands, permanently developed qualitatively and innovated.In doing so, they consciously set themselves apart from comparable industrialbrands.

Today, the 16 brands with several thousand articles represent a turnover shareof over 50 percent in the company. In the past year, the exclusive brandscracked the one billion Euro mark in sales for the first time.

The past few months, a high-performance concept has been developed whichenables distribution and sales in other countries, including non-Europeancountries. For this purpose, the Fressnapf Group is in permanent talks tocarefully evaluate the opportunities and potential according to country,region and customer needs. The aim is to significantly increase the reach ofthe exclusive brands and to build up a network of cooperations in the petretail sector and to expand these cooperations to other areas if necessary.

“Our aim is to offer strategic partners a broad and deep range of productswith a clearly disproportionate margin without having to go through theenormous effort of building up an exclusive brand portfolio theirselves and atthe same time to participate in the volumes and synergies of the FressnapfGroup’s purchasing activities,” says Fressnapf founder and owner TorstenToeller of the advantages for both sides.

As first strategic partner the Fressnapf group presents the Croatian petsupplies retailer “Zoo Hobby”. The company has been active in the pet foodsector since 1974 and specializes in its own locations and wholesale inSerbia, Slovenia and Croatia.

The Fressnapf group will initially offer products of its exclusive brandsPREMIERE, MultiFit and later also other brands in the markets of Zoo Hobby fortheir customers.

The partnership starts immediately and is to be expanded further and furtherafter close observation and joint evaluation.

Source: Pets International magazine

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