Belgian pet‑product wholesaler Flamingo Pet Products expands its European reach by acquiring Dutch distributor Plenty Gifts, adding calendars, puzzles and seasonal gifts to its existing 8,500‑item portfolio.
Belgium’s Flamingo Pet Products has agreed to purchase Netherlands‑based Plenty Gifts for an undisclosed sum, marking a strategic push into the pet‑owner gift segment. Advised by M&A firm CFI, Flamingo will integrate Plenty Gifts’ offering of calendars, puzzles, games and seasonal items—currently generating several million euros in revenue—into its comprehensive catalogue.
Flamingo, best known for supplying pet beds, toys, scratching posts, snacks, harnesses, brushes and leashes, serves more than 60 countries through animal‑specialty stores, garden centres, supermarkets and grooming salons. Its portfolio of 8,500 products includes both proprietary lines and third‑party brands such as Kong, Flexi and Savic. The group reported roughly €60 million in turnover last year.
Originally founded by Erwin Van Tendeloo, Flamingo was sold to German Perusa in 2011. After Karlie Flamingo’s 2016 bankruptcy, Van Tendeloo and family‑owned Laroy reacquired the business, with Van Tendeloo holding 33 percent and Laroy 67 percent.
This acquisition bolsters Flamingo’s European footprint and diversifies its range, positioning the company to capitalise on growing demand for pet‑owner gift products across the Benelux and beyond.
