Perwyn completed its investment in German-based raw, natural pet food company, Barfer’s Wellfood. The business has grown significantly in recent years due to the increasing consumer demand for natural, nutritionally beneficial pet food.

In 2011, Norman Vogel founded Barfer’s Wellfood and made Barfer’s one of the leading brands among raw feeders. BARF, (biologically appropriate raw food) provides a more natural, high-protein diet for domestic dogs and cats through a variety of raw meat, bones, and other uncooked ingredients. The in-house production and strict quality control of the ingredients represent a sustainable competitive advantage for the company and are the ideal basis to further strengthen their pioneering role in the rapidly growing raw food market for pets.

We are thrilled to partner with Norman to accelerate Barfer’s plans to make healthy choices for pet owners easy and accessible. Having previously invested in several digital direct-to-consumer businesses including Gousto, Lookiero, and Secret Sales, Perwyn will be able to leverage its experience to continue to build on Barfer’s leading position as a D2C player focused on the BARF segment.

Norman Vogel is looking forward to the further development of Barfer’s: “With Perwyn, Barfer’s gets a strong partner who, due to their experience, will strategically further develop Barfer’s and drive future growth. Perwyn is the perfect partner for the next steps of the company.”

Heinz Holsten, Perwyn’s Chief Investment Officer, commented: “We are delighted at the opportunity to partner with Norman and together build the next chapter in Barfer’s history. The business that Norman has built over the past decade is very well positioned to drive growth in the BARF category going forward. Perwyn has been following the pet category for a number of years and Barfer’s is particularly well positioned at the intersection of the humanization and premiumization trends in the category.”

About Barfer’s Wellfood GmbH

Barfer’s Wellfood, founded in 2011 by Norman Vogel, is a Berlin-based raw food company. At the time of foundation, BARF was only known to insiders and experts, and has since developed into an attractive market with strong growth rates. Today, Barfer’s Wellfood has a strong position among its broad customer base that values individual and high-quality pet food.

The premium brand offers more than 200 products through their online shop and distributes orders across Germany via their integrated logistics centre. In addition, they offer dog and cat lovers professional advice on the ideal food mix for their pet at dedicated stores in the Berlin area.


December 2021