Eurazeo has begun exclusive discussions with Inspired Pet Nutrition (IPN) regarding the sale of its stake in Ultra Premium Direct (UPD), a top online petfood company in France. UPD is known for its direct-to-consumer model and has garnered over 285,000 active customers since its establishment in 2013.
IPN, which is controlled by CapVest Partners LLP, aims to enhance its brand presence in Europe with this proposed acquisition. The move follows IPN’s recent acquisition of Sopral, forming a major independent petfood platform that combines leading brands in the UK and France.
Eurazeo has actively assisted UPD in enhancing its brand and product range while supporting its growth through a strong omnichannel strategy and Corporate Social Responsibility initiatives. This stake sale involves Eurazeo, Eutopia, and other minority shareholders.
The transaction is subject to consultation with trade unions and competition authority approval, with completion anticipated in the fourth quarter of 2025.
Arthur van Benthem, CEO of IPN, stated, “UPD has delivered impressive growth in both sales and profitability and represents a strong strategic addition to IPN. It brings with it a sophisticated, proven e-commerce platform with significant international growth potential.”
Pierre Meignen, Head of Eurazeo Elevate, added, “We are very proud to have supported the founders and management team of UPD… We thank IPN for the trust they have shown in UPD and are confident that this partnership will enable the company to embark on a promising new phase of growth.”
