Law firm Womble Bond Dickinson has advised longstanding client Piper, the leading specialist investor in consumer brands, on its £33m minority stake investment in Omlet, the fast growing design-led pet accessories brand sold exclusively online.
Founded in 2004 and with sales forecast to reach £40m this year, Omlet is on a mission to become the number one global direct to consumer premium pet product brand. Global trends have helped fuel Omlet’s growth and enabled the business to use its bespoke e-commerce platform to reach a worldwide audience with nearly 40% of all sales generated from Europe and one quarter from the US.
Corporate lawyer Sammy Hill once again led the WBD team, alongside longstanding client relationship partner Simon Hewes and fellow corporate partner Tom Fitzpatrick. The transaction involved multiple jurisdictions in the United States and Europe and the firm called upon the expertise from colleagues at WBD US and Redeker Sellner Dahs, WBD's alliance partner in Germany.
WBD has a longstanding relationship with Piper and over the past decade has acted on many significant deals, including in the pet food sector, with investments into Forthglade and Pet Food UK, the company behind the Barking Heads and Meowing Heads brands. WBD also advised the client on investments into well-known consumer brands such as Wild Nutrition, The Thinking Traveller, Flat Iron Restaurants, Neom Organics, Bottlegreen, Loungers, Orlebar Brown and Mindful Chef, on which WBD also subsequently advised the client on the sale of the business to the world's largest food & beverage company Nestlé.
Sammy Hill of WBD commented:
"It has been a pleasure working once again with the team at Piper on this exciting venture with Omlet, which consolidates Piper's success in the pet product market and enhances its expertise in digitally-led consumer brands. It is fantastic for WBD to be working with a client with such a real passion for growing young consumer brands. WBD's corporate and private equity expertise, coupled with our deep understanding of Piper, and what it wishes to achieve, and our strength in Europe and North America, enabled us to provide the best possible outcome for all parties."
Rory Gibbs, Investment Director at Piper added:
"We are delighted that the team at Omlet selected Piper as their preferred partners and are excited by the growth opportunities the business has identified, in a sector we understand well. Their unique and thoughtful product designs are much loved by customers around the world.
"Once again, we extend our thanks to Sammy and the WBD team, as well as their colleagues in the US and Germany, for the first rate legal expertise and dedication we have come to expect from the firm."
Ranking in the UK's top 20 law firms, WBD provides legal expertise in its key sectors, from across seven offices in the UK and 19 offices in the US. The firm's reach also extends to Europe where it has strategic partnerships with other law firms in Germany and France. Through the firm’s association with Lex Mundi, the world’s largest association of independent law firms, WBD also offers clients access to quality-tested local counsel in more than 120 countries.
The firm has a large corporate practice in the UK advising national and international clients on a broad range of corporate transactions, particularly M&A, IPOs, private equity investments as well as growth and development capital fundraisings.