Pets Choice acquires Animate

Pets Choice has acquired the assets and goodwill of The Animate Company for an undisclosed sum.

The West Yorkshire distributor and manufacturer of dog products will operate as usual prior to 1 November, then all of its operations will be carried out by Pets Choice.

Paul Sivyour, managing director of Animate, said he was happy to leave the business “in the secure hands of Pets Choice”.

He added: “Our company brands have huge potential, and I am sure that Pets Choice will continue to drive sales, develop the range and take Animate to the next level.’’

Tony Raeburn, CEO of Pets Choice, said: “This is a very exciting acquisition for us that increases our offering to the trade. 

“We are excited to be expanding into pet accessories and are looking forward to building on the solid base that Paul and Jackie [Animate’s current directors] have created and working to develop the brands further.”