AlphaPet Ventures digitises the pet market

AlphaPet Ventures GmbH is a technology-driven brand platform that stands for the digitalisation of the pet market as well as the successful brand building and multi-channel distribution of premium pet food.

The AlphaPet Ventures brand portfolio comprises eight premium brands, including WolfsblutWildes LandPRIMUM and Müller’s Naturhof. The brands belonging to AlphaPet are sold through the in-house multi-brand shops petspremium.de and hundeland.de as well as through the mono-brand shops wolfsblut.com and wildes-land.de. Through the AlphaPet platform and the four connected eCommerce shops, AlphaPet now has direct access to over one million end customers in direct sales.

The subsidiary Premium Pet Products GmbH is the sales company and contact for all B2B partners and offline retailers. With its 20-strong office and field sales team, it already serves more than 1,200 independent specialist retailers, key accounts / partners such as Fressnapf, Hagebau, EDEKA, dm and many more – with a total of more than 13,000 connected point-of-sales.

Through its digital roots and platforms, AlphaPet Ventures has developed strong expertise in digital brand building. AlphaPet’s core areas can be summarised as (digital) brand building, multi-channel distribution and brand platform services & scaling.

Digital Brand Building


We combine our strong expertise in (digital) brand building with a value-based marketing approach and scale this both to our own brand portfolio, consisting of eight innovative premium brands, and to brands of partners who trust our expertise.



We sell our brands and products directly to more than 1,000,000 end customers through our four online shops and to more than 13,000 stationary point-of-sales through our B2B Shop and our strong sales team.


Brand Platform Services & Scaling

As a technology-driven brand platform, we provide our brands with a broad portfolio of shared services, for example in the areas of technology, business intelligence, marketing, brand building, end customer sales (D2C) and B2B logistics.


AlphaPet Ventures Company Brands

Pets Premium

Premium Pet Products


Premium Pet Products Brands

Wildes Land

Muellers Naturhof



daily choice


Ziwi Peak

Alphapet Ventures in the final ,,EY ENTREPRENEUR OF THE YEAR”.

For the 23rd time, the audit and consulting firm EY selects the best owner-managed companies in Germany and AlphaPet Ventures is a finalist in 2019 learn more