Carlsquare advised the founding shareholders of Tales & Tails GmbH, a fast-growing premium D2C pet food brand in the German market, on its sale to petsnova Group, a German manufacturer of high-quality branded and private label pet food. This transaction marks a significant step in Tales & Tails’ continuous growth trajectory leveraging a joint sourcing and distribution network to drive product innovation and continuous market penetration.
Founded in 2018, Tales & Tails has established itself as a premium German D2C pet food brand, with a broad product portfolio of dry food, wet food, functional snacks and supplements for dogs and cats. Selling its products predominantly via its own web shop with a strong share of subscription customers, the brand differentiates itself from competitors in its premium quality and sustainably sourced ingredients especially suitable for hypoallergenic and other health concerns.
Founded in 2019 by entrepreneurs, petsnova Group manufactures and distributes premium pet food, supplements and accessories for dogs and cats under in-house brands as well as private label. Leveraging its extensive distribution network across online and offline channels, the Group is a leading, agile pet food player in the DACH market.
“With petsnova as a strategic partner by our side, we will be able to unlock a new growth phase, realizing sourcing and distribution synergies while preserving our brand DNA of delicious dog and cat food of the highest quality. We highly appreciate Carlsquare’s expertise in the market and guidance throughout this process.” – Stella Mohr, Kaja Ringert and Cathrin Wellens, Founders, Tales & Tails GmbH
“We are excited to have Tales & Tails, a brand which we share many values with, joining our Group. Tales & Tails further strengthens our Groups D2C marketing expertise, and we look forward to supporting the management team to take the brand to the next level via our broad distribution network.” – Jörg Wasel, CEO, petsnova Group
Carlsquare acted as the exclusive financial advisor to Tales & Tails and its shareholders.
