Both companies are family-owned, both are managed by the second generation of the family and both have a good reputation in the pet supplies sector. At the end of 2016 Allco Heimtierbedarf announced its intention to restructure the company under self-administration. The range was substantially streamlined during the previous year by removing mass-market products such as cat litter or low-priced pet food products, and the workforce was also trimmed. "We had to clear a number of obstacles out of the way," said Lefers, explaining the difficult situation at his company, which now has annual sales of around 7 million euros.
Relief at Allco
The company from Lower Saxony will now concentrate on its premium pet food line Christopherus, its treat range for dogs and cats, the Monties horse feed brand and its pond food programme. In future Allco Heimtierbedarf will also sell products of Vafo Praha in Germany and Austria, kicking off with the super-premium brand Carnilove for dogs and cats and the small animal food brand Brit Animals in January. Allco will market these in both German-speaking countries. Cooperation will also extend to the private label business, which plays a key role for Vafo Praha in the German market.