Pet treat supplier Sniffers Pet Care has secured an additional £850k in private equity backing to support continued growth.
The funding comes from Traditum Private Equity and follows an initial investment of £1.75m by the West Yorkshire-based private equity house in September 2022. Sniffers, which is based near Halifax, supplies natural pet treats including Walter Smith products and its new brand NAW, which was successfully launched last year.
The business has experienced rapid growth in the past 24 months, with a 40% year-on-year increase in turnover and an 85% growth in headcount in the last 12 months, taking full-time employee numbers to 37. The new funding will enable Sniffers to accelerate production at its site in Elland and deliver an incremental uplift of £3.3m in annual revenue, says the company.
Sniffers ceo Simon Brown said: “The follow-on funding from Traditum is a real endorsement of our plan and the launch of our brand NAW last year.
“It will enable us to accelerate our growth in 2024 and make a real impact in the pet market with some exciting launches ahead.”
Iain Marlow, head of investments for Traditum, added: “Following on from our investment into Sniffers in 2022 the business has successfully launched the NAW brand, expanded the senior management team and entered into new distribution channels, which have delivered transformational growth for the business.
“At Traditum we seek to invest in and support exceptional management teams and we could not be prouder to support Simon Brown and his whole team at Sniffers. We are delighted to be able to provide further funding to the business to support continued growth in what are exciting times for the business.”
