CFI advised Pet Supplies Beheer (‘Beezties’) on the acquisition of Karlie Flamingo

Amsterdam – CFI is pleased to announce that it acted as the exclusive buy-side corporate finance advisor to Pet Supplies Beheer B.V. (“PSB”), the Dutch holding and mother company of Beeztees, on the acquisition of the German based pet supplies company Karlie Flamingo GmbH (“Karlie Flamingo”).

PSB started in 1969 as a traditional wholesale company in pet supplies and has grown into a leading B2B partner with customers in over 45 countries. PSB operates primarily in North West Europe, with the Netherlands, Belgium and Germany as its main markets. With the second generation of the founding family joining PSB in 2006 the company also ushered in a shift from wholesaler to value adding supplier. PSB started creating a strong foundation for its organisation and designing its own products in-house. Additionally PSB added retail services and fulfilment services to unburden retail partners. Nowadays Beeztees has grown into a successful consumer brand. Its organisation is marketing driven whereby conceptual thinking, category management, consumer insights, trend adoption and branding are important competences. Its retail partners recognize Beeztees as the number 1 brand in the Netherlands.

Karlie Flamingo has been a well established international supplier of pet supplies and a manufacturer of collars and leashes for over 40 years. With an assortment of more than 7,000 items for dogs, cats, rodents, birds and fish they are currently the number two player in the German market. The 100 employees service a broad and diverse customer base, with category management as one of its core competences.

Karlie Flamingo will initially remain operating as a stand-alone company post-transaction, with its own brand, premises, logistics and staff. With the support of PSB, Karlie Flamingo will be able to further raise its service level as well as further improve its product development.

The owners of PSB, Guusje and Job van Riel, commented: “By acquiring the Karlie company we saw a unique opportunity to reinforce our European market position. As a strategic investor we have strong belief in the Karlie brand and its current organisation. We are anxious to work with the team to bring the ‘old’ Karlie back which was known for its reliability, innovative nature and top service level.”

CFI initiated discussions and negotiations with the shareholders of Karlie Flamingo in a process that ultimately resulted in a successful transaction with PSB, which closed 1 June 2017. MBCF also advised on the funding and structuring of the transaction.

Consumer Goods & Retail

has acquired

Transaction details

Pet Supplies Beheer, the Dutch holding and mother company of Beeztees, has acquired its industry peer Karlie Flamingo, a Germany-based supplier of pet supplies and manufacturer of collars and leashes