August 18, 2020
LiveAquaria, an online retailer of live fish, coral and aquatic supplies, has been divested by Petco Animal Supplies, Inc. (“Petco”) to Tropical Fish International, a supplier of live aquaria to retailers, wholesalers and distributors. LiveAquaria was a division of Drs. Foster & Smith, acquired by Petco in 2014.
As people continue to expand their relationships with companion animals and increasingly spend more time indoors, consumers are turning to the aquatics category in growing numbers.
“Amazon and Chewy own the dog and cat consumables and supplies categories online, but niches exist where specialized players can not only survive but thrive,” said Bryan Jaffe, Cascadia Managing Director. “The live element of a large percentage of category purchases and the tendency for consumers to purchase from a one-stop-shop makes aquatics one such niche. The LiveAquaria brand heritage and the opportunity to partner with the company’s leadership made it an attractive opportunity to a number of category participants.”
The divestiture of LiveAquaria represents another successful transaction in the pet industry for Cascadia Capital and a continued demonstration of our experience in the e-commerce category. Recent Cascadia clients in the industry include “I and love and you,” Wet Noses, Phoenix Lab, ThunderWorks, R2P Pet, Kurgo and Nulo.
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