Pets United buys Country Supply

Hazelton, PA-based pet products marketer Pets United in November acquired the assets of Ottumwa, IA-based Country Supply, a catalog and online merchant of equine supplies. Terms of the deal were not disclosed.

Pets United, which has been selling dog supplies since 1969, is the parent company of dog grooming products cataloger the Dog’s Outfitter. The company also operates Dog.com, a Website that sells canine products such as collars, beds, toys, crates, shampoos, treats, vitamins, and supplements.

Pets United would not comment on the Country Supply acquisition, but according to a release the company plans to launch other animal-specific sites, such as Fish.com, Bird.com, and Ferret.com, as well as the more general Petsupplies.com. During the next year, Pets United plans to migrate Country Supply’s Web business to its Horse.com site.

According to its datacard, the Country Supply title has 113,760 12-month buyers. And while the catalog primarily targets an audience of well-heeled horse riding enthusiasts, Country Supply’s datacard says its customers also own multiple domestic pets.

The Dog’s Outfitter’s datacard says the cataloger has 51,031 12-month buyers, with a $115 average order. The title, which was redesigned in spring 2004, targets veterinarians, groomers, breeders, and owners.

South Orange, NJ-based catalog intermediary Anderson Direct acted as investment banker to Pets United as well as assisted with investigative due diligence for the deal.

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