OC&C supports Eurazeo Brands on Ultra Premium Direct exclusivity agreement

Tuesday 13 April 2021 | News

We are pleased to congratulate Eurazeo Brands on the successful signing of an exclusivity agreement to acquire majority of Ultra Premium Direct. 

Ultra Premium Direct (UPD) is a French premium petfood brand founded in 2013. The business offers a direct-to-consumer proposition in premium dog and cat products, sold through its own e-commerce channel and supported by its vertically integrated supply chain comprising production logistics facilities. The business generated EUR 21m in FY20 with ambitious growth plans in the next few years. Eurazeo Brands, a division of Eurazeo, would invest in the business alongside founders and existing minority shareholders. 

Eurazeo’s investment would support UPD’s digital and e-commerce capabilities, strengthen the brand and its community, and enhance UPD’s product and service offering. Eurazeo would also be able to leverage its global network to help UPD in its international expansion, especially in Europe. 

OC&C was able to offer its unparalleled experience in the pet sector to Eurazeo during this process, helping to identify the asset and providing outside-in due diligence on UPD. We are delighted to have continued to deepen our relationship with Eurazeo and offer ongoing support to the fund as it pursues its pan-European strategy. 

For more details on this transaction or OC&C's broader experience in this space, please contact our team.