Targeting European growth

Agrobiothers is an experienced pet product manufacturing company based in Cuisery, France. Founded in 1880 under the name Girard & Cie, the company was active in the seed business until the 1960s and only moved into the pet product sector in the 1970s and 1980s. Under the leadership of CEO and proprietor Julien Jenoudet, Agrobiothers enjoyed a rapid upturn in its fortunes. In addition to its original plant in Cuisery, which produces food for birds and small animals along with pet litter, bird sand and grit products for pets, it acquired two other factories in the space of a few years. One of these is in Bizerte in Tunisia, where accessories such as collars, leashes, beds, cushions and loungers are manufactured. The other is in Soultz, Alsace and turns out an extensive range of care and hygiene products for pets.

Outside of France, Sweden is the main sales market for Agrobiothers. This is no surprise, for the acquisition of Swedish wholesale company Gibbon created a good basis for Agrobiothers to expand across Scandinavia. On 1 July, the company appointed an experienced sales director, Gebhard Mang. His brief is to target growth in the German-speaking countries. This is no easy task; after all, Germany is considered a difficult market with especially fierce competition. However, the French intend to take their time developing the business in Germany. The family firm has a well-stocked war chest and appears to know what it wants, with acquisition offering one possible option for growth in the German-speaking region. Initially Gebhard Mang will look after customers in Germany alone, but as the business expands a strong sales team is to be developed in stages. 

"Agrobiothers is a company that carefully considers the needs of the customers in the development of its products," says Mang. Taking hygiene products as an example, CEO Jenoudet explains his corporate philosophy: "Many customers wonder why sprays and other care products for pets cost so much more than the equivalent products for humans. We have decided in view of this to bring products onto the market that are of good quality, yet not too expensive." 

Agrobiothers delivers both to pet stores and supermarkets, with a dedicated brand portfolio for…