armitage pet care -...
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Armitage Pet Care
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Summary
• UK’s largest pet accessory manufacturer/distributor
• Market leading brands and products
• Focussed on innovation and being different
Armitage remains the ideal partner for Retailers
• Focussed on innovation and being different
• Category management approach
• Key supplier to Grocery
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• £27m turnover:
– 200 years of heritage
– Locally manufacture own Plastics/Treats/Christmas Gifts/Sanded Sheets
– UK’s largest importer of rawhide chews
• Preferred supply partner to many leading multi-nationals:
– Consistent availability, flexible service and category management approach
About Armitage Pet Care
UK’s largest pet accessory manufacturer/distributor
management approach
• Strong focus on specialist channels:
– Dedicated nationwide field sales team
– Diverse Wholesale/Distributor/DIY/Export/Online customer base
– Cross channel expertise
• UK Market leader:
– Dog Choc/Christmas Gifting/Dog Toys/Small Animal/Dog Chews/Housing
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Model
Manufacture Pack Source
Armitage business structure
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Brands
• GOODBOY - Dog safe choc, Naturals, Rawhide chews, Deli, Toys, Accessories, Collars & leads
• WAFCOL – Specialist dog food
• GOODGIRL – Cat treats, Accessories, Toys, Collars
Product range and brands
• GOODGIRL – Cat treats, Accessories, Toys, Collars
• ROTOSTAK – Housing modular & caged, Treats, Accessories
• KAGESAN, ALGARDE, PHOENIX – Caged bird, Wild Bird, Aquatics
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Focus
Manufacturing and innovation key to be successful
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Christmas for Pets
Armitage is the market leader
• £35m market
• Armitage has 40% share
• Wide range available
• Covering Dogs, Cats and • Covering Dogs, Cats and
Small Animals
• Able to meet demand if buy
volume agreed in advance:
– By end May 2012 latest for
Sep launch
– By End June 2012 for
Oct/Nov launch
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Good Boy Treats
Recognised consumer products
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Introducing a range of fantastically chewy, natural treats for dogs..
Dog Chews NPD
• Wagtails - taste bud tingling chews guaranteed to get dogs tails wagging
• Range gap/single unit format to compete with Specialist/Retail volume drivers
• Healthy - less than 3% fat
• 100% natural ingredients - no artificial additives, preservatives or colourings
• Fantastically chewy to help keep teeth clean
• Fun & quirky designs suitable for all breeds of dogs
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Cat Treats NPD
Capitalising on the growth in cat treats….Good Girl Heavenly Bites
• Delilicious – a superb range of tasty bite size real meat treats cats’ love
• 3 great variants - Fish (71%), Chicken (75%), Duck (78%)
• No artificial colours, flavours or sugars
• Oven roasted to enhance flavour
• Re-sealable for pouch for freshness
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Good Boy Toys NPDGo For Gold
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Good Boy Toys NPDPeperami Dog Toys
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The UK’s NO.1 comic for Boys 7-12yrs
UK’S best selling annual
Good Boy Toys NPDA Totally Menacing License
UK’S best selling annual
2011 60th Anniversary PR stunts included appearance by Barack Obama
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Good Boy Toys NPDCrunchingly Refreshing Play
• Tough outer canvas
• Recyclable inner plastic bottle
• Ideal for Tough Dogs
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Good Boy Toys NPDExploratory Play
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Good Boy Toys NPDJust Jerking Around
• Super Strong Pull & Tug Play
• Reduces Strain & Pressure
• Ideal for Tough Dogs
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Contacts
Adam Jagger – Director of Sales and Marketing
Contacts 07808 781 951 [email protected]
Julian Brown – Retail and Export Sales Manager
Contact 07712 792 176 [email protected]
Vic Azam – National Account manager
Contact 07876 218 678 [email protected]