What VAFO Group’s Pets Deli acquisition says about D2C in Europe
D2C offers convenience and options for a growing premium customer base in the region.
BY Lindsay Beaton, Founder/Principal
Beaton Path Communications LLC
Europe’s growing D2C market offers opportunities for companies willing to take the leap. | Christian Lue, Unsplash
In August 2026, European premium pet food manufacturer VAFO Group acquired Germany-based D2C (direct-to-consumer) premium pet food brand Pets Deli in a move VAFO said will strengthen its presence in Germany as well as give it an important foothold in the D2C space.
“Pets Deli fits our group really well: a strong brand, close to consumers, with a clear digital mindset and significant growth potential,” said Pavel Bouška, chairman of the board of VAFO, in a press release. “Germany is one of the most important pet food markets in Europe, and for us Pets Deli is the right partner to strengthen our position there. Our goal is to support the team and help the business grow further while preserving its brand identity and entrepreneurial spirit.”
The state of pet D2C in Europe
According to a Proteine Resources report on the D2C market in Europe, “the distribution of D2C brands is strikingly uneven. Five markets — the United Kingdom, France, Germany and the DACH region, Poland, and Iberia — account for roughly half of all brands mapped [in the report].” Each hub, according to the report, has developed a distinct competitive identity. “The UK leads in fresh-cooked innovation and venture capital, France remains the stronghold of premium kibble, Germany commands the highest per-kilogram prices, and Poland has quietly assembled an Eastern European cluster that rivals several Western markets in ambition,” said Proteine Resources.
Germany commanding premium prices in the D2C space may be part of the drive to acquire a D2C brand there; Pets Deli’s annual turnover is over €40 million (US$44.9 million), according to VAFO, making it an attractive prospect for a company whose goal is to build a strong portfolio across multiple key channels.
Germany is actually the fourth-largest D2C pet food market in Europe, according to Proteine Resources’ report, accounting for 6% of all D2C brands in the region, behind the United Kingdom (19%), France (11%) and Poland (7%), and tied with Spain (6%). In all of Europe, according to the report, there are 118 brands across 28 countries, accounting for €811 million (US$911.1 million) in disclosed funding for the market segment.
D2C in Europe is growing for the same reason it’s growing elsewhere: it’s convenient and offers access to premium and superpremium formulas that feel more customized, since D2C companies often conduct a quick quiz before recommending the perfect formulation for someone’s pet. Pets Deli’s website, for example, asks for a dog’s age, breed and any potential health concerns (digestion, allergies, skin and coat, etc.) in order to customize ideal options for purchase. And while D2C inevitably comes in at a higher price point (convenience does have a price tag, after all) it’s one many pet owners are okay with.
Acquisition vs. launching a new brand
Acquiring an established D2C brand clearly comes with benefits for both sides of the equation. The acquirer gets a ready-to-roll (and perhaps scale) operation with an established customer base, all the operational kinks worked out and knowledge of the unique quirks of selling pet food directly to consumers. The company being acquired gets more resources and access to a whole new potential customer base.
“VAFO gives us operational firepower we couldn’t have built on our own,” said Pascal Haenle, managing director and COO of Pets Deli, in the press release. “Access to world-class manufacturing, R&D and procurement means better products for our customers, faster — and at a stronger margin — without ever compromising on the quality they trust us for. For our team, it’s the chance to scale what we’ve built alongside a partner who understands pet food at every level.”
If a company has the formula for a successful D2C business locked in, there’s no reason to re-invent the wheel. And with nearly 120 brands in Europe giving D2C a go, with a large untapped consumer base available (as D2C doesn’t have nearly the reach that in-store purchasing does yet), it seems worthwhile to keep an eye on the possibilities in the region.