Eurazeo Brands is the investment arm of Eurazeo specializing in brands. Eurazeo is a private equity, asset management, private equity fund and private equity group.
Founded in 2013, Ultra Premium Direct is a leading player in the French premium pet food market. A digital brand – French Tech Next 120 laureate in 2021 – it now benefits from a strong engaged community. Thanks to its unique positioning and its no-middleman approach, Ultra Premium Direct aims to democratize quality food for dogs and cats, by offering recipes adapted to their natural diet and sold directly on its website, notably in the form of subscriptions, at an attractive price. Ultra Premium Direct places the health and well-being of pets at the heart of its approach.
Through its investment, Eurazeo Brands becomes a majority shareholder and will support Ultra Premium Direct in its growth.
The Eight Advisory team was composed of Eric Demuyt and François Gallizia.
The Eight Advisory Avocats team was composed of Guillaume Rembry and Hubert Christophe.