Nestlé’s petcare division is taking over the majority of shares of British dog nutrition web shop Tails.com. Both Purina Petcare and Tails.com are convinced that a partnership will be mutually beneficial.
Personalised pet nutrition
Nestlé Purina has acquired a majority in the British company, hoping to further its online sales figure. Tails.com offers a subscription-based business model in personalised pet nutrition: “Custom-made pet nutrition is a high-growth market in which we have been wanting to invest for some time,” says Bernard Meunier, CEO at Nestlé Purina Petcare. His company is the world’s leading petcare company and owner of such brands as Felix and Purine One.
Tails.com, which expects to see sales rise well over 20 million pounds (23 million euros) this year, sees in Purina’s support a chance to further expand in and beyond the United Kingdom. The company will continue to operate as a stand-alone entity, with the same London-based management team at the helm.
