Advisory to the shareholders of Animagus GmbH, known under the brand “Tierliebhaber”, on the trade sale to AlphaPet Ventures
Katharina und Philipp Smakman
Tierliebhaber wins AlphaPet as a partner to scale the brand and expand the pet health portfolio.
April, 2026. ox8 Corporate Finance exclusively advised the shareholders of Animagus GmbH, known under the brand “Tierliebhaber,” throughout the sale process of the company to AlphaPet Ventures (“AlphaPet”).
Over the past years, Tierliebhaber has developed into one of the leading providers of nutritional supplements and functional snacks for pets in Germany. With the sale to AlphaPet, the company gains a strong partner to further scale the brand, open up additional distribution channels, and expand its product portfolio in the fast-growing pet health and wellness segment.
Tierliebhaber was founded in 2016 by Philipp Smakman and Josefine Schmidt in Markranstädt. Katharina Smakman was closely involved in building the company from the very beginning and assumed the role of Managing Director in 2021. Together with her brother Philipp, she has since positioned Tierliebhaber as one of Germany’s leading brands for nutritional supplements and functional snacks for pets. The product portfolio includes natural solutions for digestion, tick protection, dental care, joint health, and calming support. With its strong focus on high-quality, natural preventive health solutions, Tierliebhaber has further strengthened its market position in the German pet supplements segment.
AlphaPet Ventures, financed by private equity including capiton, is a technology-driven brand platform for premium pet food in Europe. The portfolio includes brands such as Wolfsblut and Wildes Land. AlphaPet develops and distributes premium brands via digital channels as well as selected retail partners.
| Mandate: | Sell-Side |
| Client: | Animagus GmbH (Germany) |
| Investor: | AlphaPet Ventures (Germany) |
| Transaction: | Company Sale |
| Volume: | Not public |
Katharina Smakman says: “We founded Tierliebhaber with the conviction that pets deserve the same quality in health products as their owners. AlphaPet shares this vision and brings the platform, reach, and expertise to take Tierliebhaber to the next level together with us.”
Philipp Smakman adds: “Our strength from the beginning was combining high-quality products with a consistently digital business model. The merger with AlphaPet opens up new channels, markets, and competencies for us, while preserving what makes Tierliebhaber unique.”
Marco Hierling, Founder and CEO of AlphaPet, comments: “Tierliebhaber is an extremely valuable addition to our existing portfolio and significantly strengthens our position in the rapidly growing health and wellness segment. With Wolfsblut VetLine, we have already built a strong position in veterinary pet food – Tierliebhaber now complements this with a leading brand in prevention and provides natural products that support the health of pets on a daily basis.”
“Tierliebhaber is a prime example of the kind of company we look for: a category leader with exceptional growth potential and a strong management team. The addition of a specialized supplement brand to the AlphaPet platform creates substantial strategic value and marks an important step in expanding the platform beyond traditional pet food,” explains Fritjof Franz, Managing Partner at capiton.
Philipp Smakman emphasizes: “What impressed us most was the level of support: very personal, entrepreneurial, and perfectly tailored to our situation – always quickly accessible, clear in communication, and solution-oriented.”
Katharina Smakman adds: “Throughout the entire transaction process, ox8 supported us with practical, hands-on advice, clear guidance, and proactive coordination – and the whole team was fully committed.”
Operational responsibility remains unchanged: the entire Tierliebhaber team stays on board, and Katharina and Philipp Smakman will continue to drive future growth as Managing Directors.
