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#RRA26 Tony Raeburn TONY’S PET PROJECT


Tony Raeburn is looking ahead to the next big milestone for his business and smashing the £200m turnover mark as it continues on its impressive growth journey.


He became the major investor in Blackburn- based Pets Choice in 2002 and as its chief executive has created the largest privately owned pet care manufacturer in the UK.


Under his leadership, Pets Choice sales have increased 25 times. Today the business has £120m turnover and a driving ambition to take that figure over £200m.


Strategic brand acquisitions sit at the heart of its growth journey. The deals have come thick and fast over the past two years.


Last year the business completed the purchase of several brands, including Pettex cat litter, which joined the portfolio in April. This was followed in August by the acquisition of Mikki, the pet grooming and accessories brand.


September saw the business acquire several brands from the administrators of UK pet product wholesaler and distributor Kennelpak, adding to a stable that already includes well- known names such as Bob Martin and Webbox.


Pets Choice supplies the pet speciality, grocery, independent retail, e-commerce and veterinary sectors with high-quality products in a variety of formats.


The aim of its buy to build strategy – Tony


says acquisitions have been running at four or five over the last two years – is to grow the company’s share of the premium sector.


Entrepreneur and adopted Lancastrian Tony travels from his Essex home to oversee his business empire from its headquarters on the Whitebirk industrial estate in Blackburn.


He says: “When it comes to acquisitions, we look at smaller brands that we can develop. They have to fit into our portfolio. It’s a good mix and it is working for us.


“To develop a brand from concept is quite hard and it takes a lot of investment. We look at brands that are already on their journey. They maybe haven’t had the acceleration they anticipated, for whatever reason.”


trust us to give them a fair price and to grow their brands, which is what they want to see.”


The acquisitions are part of an overall growth plan that operates on a number of fronts. Tony explains: “We have always had a combination of strategies in terms of growing our own products and our own manufacturing capabilities. We have invested heavily in our sites.”


Pets Choice has just launched a business brand it has created from scratch. Vetrina is working to develop a new range of nutraceuticals for dogs. Exports are also a big part of the overall growth story.


Pets Choice now employs some 400 people at three manufacturing sites across the UK – with its office and main manufacturing site based in


We are privately owned and don’t have the


money of the big equity boys. If a brand is motoring, they will come in and pay silly money


Other factors also make up the equation. Tony says: “We are privately owned and don’t have the money of the big equity boys. If a brand is motoring, they will come in and pay silly money for the brands.


“We look at smaller, family-run businesses. Some don’t come on the market, the owners


Blackburn – where the original company has a heritage dating back some 144 years.


While the business now exports to more than 50 countries, Blackburn remains at the epicentre of Tony’s pet care empire. He launched Pet Range, its first factory outlet, in the town in September.


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