Mistral Equity Buys Wordwise

Mistral Equity Partners has acquired Worldwise, which supplies dog and cat products under the SmartyKat, PoochPlanet and Petlinks brands. Financial terms were not announced. New York-based Mistral Equity, a PE firm, targets consumer, retail, and consumer focused media sectors.


Mistral Equity Partners, a private equity firm focused on the consumer and media sectors, announced today that it has acquired Worldwise, Inc. a leading supplier of innovative, more environmentally sustainable pet products and accessories. The Company’s products are developed primarily from natural, certified organic, reclaimed or recycled materials, and are sold through major retailers in the mass, grocery, and pet specialty channels.

“Worldwise’s highly sophisticated approach to the pet accessory market combines fashion-oriented product design and innovation capabilities with an environmentally responsible branding strategy. These unique attributes, along with the Company’s scalable and reliable supply chain, have established the Company as trusted partner to key retailers,” commented Andrew Heyer, Managing Partner of Mistral Equity Partners. “”We have been seeking a platform company in this sector and are looking forward to partnering with Worldwise management to capitalize on the pet industry’s favorable market trends.”

Worldwise’s products are focused on dogs and cats, and include beds, toys, scratchers, treats and litter accessories under the SmartyKat, PoochPlanet and Petlinks brands. The Company’s products deliver engaging pet accessory solutions to consumers by focusing on design, functionality, sustainability, quality, safety and style.

“We are excited to partner with Mistral and continue to expand Worldwise’s presence across multiple product categories and retail channels. Mistral’s expertise in the consumer sector and experience with growing brands in niche markets makes them the ideal partner for Worldwise,” said the Company’s Chief Executive Officer, Matt Turnbull. “Mistral shares our desire to offer pet owners smart, stylish, environmentally responsible products and our vision for rapid growth through product and customer innovation.”

About Mistral Equity Partners

Mistral Equity Partners is a private equity firm comprised of highly experienced investment professionals and seasoned industry executives. The firm specializes in the consumer, retail, and consumer focused media sectors, and is especially attracted to businesses that are supported by strong demographic trends and fundamental changes in consumer preferences. Mistral’s principals have a long history of working together and identifying successful investment opportunities with these characteristics. Mistral’s portfolio includes Shearer’s Foods, Inc.; Jamba, Inc.; Worldlynx Wireless LP; Orval Kent Food Company; LoveSac Alternative Furniture Co; and Country Pure Foods, LLC.

About Worldwise Holdings, Inc.

Worldwise is a leading consumer pet products company. By developing unique, high-quality products made from natural, recycled, reclaimed and certified organic material, and distributing them through the nation’s largest retailers, Worldwise brands are changing consumer beliefs about the look, feel, price and performance of environmentally-responsible products.