Flamingo Pet Products has aquired Plenty Gifts
Antwerp – CFI is pleased to announce it has acted as the exclusive corporate finance advisor to Flamingo Pet Products in the acquisition of Plenty Gifts in the Netherlands.
About Flamingo Pet Products
Flamingo Pet Products, founded in 1972 and based in Geel, Belgium, is a wholesale supplier of approximately 8,500 pet accessories and snacks across categories including dogs, cats, birds, fish, reptiles, and small animals. The company exports to over 60 countries, with a focus on specialist pet retailers, garden centres, supermarkets, and grooming salons. Flamingo emphasises fast distribution—preparing same-day shipments for Benelux, France, Germany, and Italy—and maintains a service level above 95 %, supported by a 33,500 m² warehouse and more than 200 staff.
About Plenty Gifts
Ruijs Brothers B.V., operating under the name Plenty Gifts, and founded in 1996, is based in Voorschoten, the Netherlands. The company specialises in distributing small gifts, seasonal items, calendars, puzzles, and games, primarily aimed at owners of pets. Its customers include pet specialty stores, garden centres, bookstores, department stores, and online retailers across the Netherlands, Belgium, Germany, and France. Plenty Gifts also provides tailored merchandising solutions, such as customised displays and planogram designs, to support in-store presentation and seasonal promotions.
About the transaction
Thanks to this acquisition, Flamingo Pet Products extends its product range with complementary gift and seasonal items, expanding its offering for pet owners with new categories beyond its traditional portfolio. The transaction enables Flamingo Pet Products to leverage its established international distribution network to accelerate the sales of Plenty Gifts’ products. For Plenty Gifts, becoming part of Flamingo Pet Products provides access to a wider customer base and new export markets, supporting further growth opportunities.
CFI’s role in the process
CFI advised Flamingo Pet Products from the start of the discussions, including initial analyses, valuation, deal structuring, negotiations, supervision of due diligence, and support to the legal team in drafting the documentation. The transaction was signed and closed on 2 July 2025.
Mr Guy Toremans, CEO of Flamingo Pet Products: “We are grateful for the support provided by CFI throughout the entire transaction process. Their experience and dedication were instrumental in achieving our objectives and ensuring the deal was concluded in a positive atmosphere for all parties. We look forward to exploring new opportunities with Plenty Gifts.”
Related
This transaction was advised by:
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