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  • Our Brand Platform

    Brand Plattform

    AlphaPet is the leading digital brand platform for Premium Pet Food in Europe. Our unique business model is largely composed of the following components: 

    • Own brand portfolio with five strong focus brands
    • Multi-channel distribution with strong direct-to-consumer (D2C) business
    • More than 10 years of experience in digital building
    • Scalable organizational, IT and logistics intrastructure
    • Buy and build strategy with successful track record

    Digital Brand Building

    Data-driven and contemporary brand building of premium brands. AlphaPet develops its brand and product portfolio based on data. In doing so, we use data generated on general market data as well as on AlphaPet's online stores in order to always hit the zeitgeist with our brands and products.


    Digital brand building is done through a combination of several building blocks at all digital touchpoints:

    AlphaPet's own online platforms
    • Text and video content
    • Customer opinions and surveys
    • Product reviews
    External platforms and pages
    • Blogs and forums
    • Influencer
    • Social media
    Furthermore, this approach is completed by the right mix of classic marketing:
    • TV
    • Display-Ads
    • SEA
    • AdWords
    • Print

    As a result, AlphaPet achieves a leading position in the development and digital marketing of its brands. On its own platforms, but also via digital channels such as Instagram, Facebook, Google and its own influencer network with a reach of now over 10 million contacts.



    AlphaPet distribution cycle
    Social Media performance of pet brands

    Multi-Channel Distribution:
    Our distribution channels

    AlphaPet's roots lie in eCom and digital brand development. The in-house multi- and mono-brand online shops serve several thousand end customers every day and generate half of the AlphaPet Group's total revenue. Access to end customers enables direct dialogue, provides valuable market insights and allows the company to react flexibly and quickly to changing circumstances in a challenging environment.

    Due to the high demand for AlphaPet's own brands from offline retailers, AlphaPet began successfully scaling its B2B business in 2016. Today, several thousand sales partners with a total of over 18,000 points of sale sell AlphaPet's own brands. B2B customers include over 1,500 independent specialist retailers, specialist retail chains (e.g. Fressnapf, Pets at Home or Futterhaus), food retailers (e.g. EDEKA or REWE), drugstore chains (e.g. dm or Rossmann) and DIY stores (e.g. Obi or Globus).

    D2C brands of AlphaPet
    B2B sales partners of AlphaPet

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