Following a comprehensive review of market opportunities and long-term growth strategies, Interpet Limited a leading provider of pet and aquatic products, has today announced a strategic realignment of its business operations, effective from 1st July 2025.
As part of this initiative, Interpet has entered into an asset purchase agreement with Sera GmbH, a respected leader in aquatic care and fishkeeping. The agreement includes the transfer of the Interpet, Blagdon and Aquagarden aquatic brands, aligning two companies with a shared passion for aquatics. The collaboration combines Sera’s strong European and International market presence and premium aquatic food and care products with Interpet’s established product ranges and market leadership in the UK.
“This partnership with Sera GmbH marks an exciting new chapter for our aquatic brands,” said Adrian Exell, Commercial Director at Interpet Ltd. “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.”
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 leverage Interpet’s trusted UK logistics partner, Great Bear, to ensure uninterrupted service and supply.
Other key updates on the Strategic Business Realignment include:
- The Nylabone, Kaytee, Four Paws, and K&H brands in the future will be supplied to the UK and EU markets via direct ship distribution from the USA and China, moving away from warehousing products locally. This shift is designed to offer more efficient service and competitive value to retail partners. Jason Booker, Sales Director, will remain with Central to lead sales efforts alongside a dedicated UK-based support team.
- The Petlove, Comfort Zone, and Interpet Publishing brands will be discontinued as of July 1st, 2025.
- Interpet is currently evaluating strategic options for the Mikki brand, with an update to follow by 1st July.
These changes are part of Interpet’s commitment to delivering exceptional service, fostering innovation, and creating value for both customers and retail partners.
Interpet Ltd. remains dedicated to ensuring a smooth transition and minimal disruption for its customers during this business transition.
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Alex Randell at Big Bark PR E: alex@bigbarkpr.co.uk T: 07932 158869