Today marks the successful completion of Sera’s takeover of Interpet.
German aquarium brand Sera announced news of its takeover of—or “asset purchase agreement” with—Interpet back in April. The acquisition also sees Sera take control of the continued running of Interpet-owned pond brand Blagdon. However, other brands under the Interpet umbrella have not been so lucky. The merger marks the end of its Petlove and Comfort Zone businesses.
The future of other brands also operating alongside Interpet and Blagdon remains unclear. These brands include the pet products business Mikki, which is stocked most notably by Pets at Home. Sadly, while Sera has no plans to put the core Interpet brand to bed, its takeover does mark the somewhat untimely end of Interpet Publishing. Interpet Publishing is arguably one of the most prominent and important aquarium-focused publishing companies of past decades.
A Brand Over Half a Century in the Making
Dr Neville Carrington, a British chemist and the inventor of Liquifry fry food, founded Interpet in the 1950s. The company would go on to become a leading supplier of aquarium air pumps, filters, heaters, and medications in the UK, including early on in the rise of the fishkeeping hobby. Despite its British roots, the brand has been controlled by American pet care behemoth Central Garden and Pet for over two decades. Sera, meanwhile, has been around since the 1970s and followed a similar trajectory to British-born Interpet in its native Germany.
Discussing the Sera-Interpret asset purchase agreement—advised upon by legal and business consulting services provider Rödl & Partner in London and Cologne—back in April, Heinsberg-headquartered Sera’s managing director Maximilian Deharde said, “The focus is on a passion for fishkeeping and a commitment to the highest quality and innovation.”
“Our partnership with Interpet is an important step towards a successful future,” he went on. “Together we will combine our strengths and offer our customers an even more comprehensive range of products.”
Meanwhile, Adrian Exell, commercial director at Interpet, remarked, “This partnership with Sera marks an exciting new chapter for our aquatic brands. By aligning with a company that shares our values and vision for the aquatic category, we are confident this move will deliver enhanced value and continuity to our retail partners and loyal customers.”
UK Operations at Interpet to Continue for Now
Interpet’s UK-based team will continue to support new and existing retail and wholesale customers, at least for now. Supply chain changes are expected in the coming weeks and months, as are a number of new products. These products—expected to come with a heavy focus on the pond sector—are touted to represent an even more comprehensive and innovative range for both Interpet and Sera brands, which together now boast over 120 years of combined experience.
It’s hoped that today’s now-completed merger will help to increase Sera’s presence in the UK while also boosting decades-old British-founded Interpet’s profile in Germany and elsewhere across mainland Europe.