Central Garden & Pet acquires TRIXIE

By Shawn Roberts | Hyper Agency AB | August 13, 2026

From a small town to the big apple: Celebrating TRIXIE’s next global chapter

There are few things more rewarding for us at Hyper Agency than watching a client step onto the global stage. We spend our days helping brands navigate shifting digital eras and optimizing their visibility, but at our core, we are human first. We are here to support our clients’ dreams.

This week, our incredible client TRIXIE did just that, lighting up around 930 m² of LED space on the Nasdaq Tower in the heart of New York City’s Times Square.

The occasion? Central Garden & Pet Company (NASDAQ: CENT) has officially announced a definitive agreement to acquire a majority interest in TRIXIE Heimtierbedarf GmbH & Co. KG.

For a company whose story began in the small town of Tarp, Germany, seeing their brand celebrated on one of the world’s most iconic digital billboards is a monumental achievement. Here at Hyper Agency, we couldn’t be prouder to partner with them and share in this moment.

A landmark deal built on human values

This acquisition isn’t just about business; it’s a massive step forward uniting two industry powerhouses.

While TRIXIE is recognized as Europe’s leading pet supplies and pet snacks company, Central Garden & Pet is a leading consumer goods company in the pet and garden industries, generating $3.1 billion in net sales in fiscal 2025. When you consider that the European pet supplies and snacks market represents approximately €10 billion in annual sales, this partnership creates a truly attractive platform for future expansion.

But what makes this acquisition truly special to us is the human element: the commitment to continuity, culture, and long-term thinking.

TRIXIE’s founder, Bonnik Hansen, emphasized that when looking for a partner, finding a company that shares TRIXIE’s values and culture was absolutely vital. To honor that, the brilliant minds that built the brand are staying on board:

• TRIXIE’s proven leadership will remain in place following the completion of the transaction.
• Management will continue to be led by Dirk Jessen, Burkhard Friedrichsen, and Danny Bollerey.
• This structure preserves the entrepreneurial spirit and customer focus that made them a European market leader.
• Furthermore, Dirk Jessen and Volker Haak will remain minority shareholders, underscoring their long-term confidence in the company’s future.

The numbers behind the success

The sheer scale of TRIXIE’s operation is a beautiful testament to the hard work, curiosity, and vision of its team. Over the past 50 years, they have built a remarkable foundation that speaks for itself.

Here is a quick look at the milestones that paved their way to Times Square:

• Humble Beginnings: Founded in 1974 and headquartered in Tarp, Germany.
• A Growing Family: The company has grown to employ close to 600 people.
• Global Reach: They currently serve over 30,000 pet retail stores internationally.
• Massive Assortment: They offer more than 6,000 products for dogs, cats, birds, reptiles, and small animals.
• Creative Powerhouse: Approximately 90% of their sales are generated from their own-brand portfolio.
• Continuous Innovation: This portfolio is driven by an in-house design team that introduces around 500 new products every year.

Looking ahead

As an agency that helps brands untangle the complexities of digital growth, AI commerce, and brand visibility, we are incredibly inspired by TRIXIE’s journey. Central plans to leverage its scale and sourcing capabilities to support TRIXIE’s continued growth, combining forces to create the leading global player in pet supplies.

From Tarp to Times Square, the TRIXIE team has proven that great products, strong logistics, and visionary, human-first leadership can take a brand anywhere in the world.

Congratulations to TRIXIE and Central Garden & Pet on this historic milestone. We can’t wait to see what you build, deploy, and achieve next!