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News 243 views last update:6 Aug 2012

$10 million for online pet food retailer

Pet Food Direct Inc., a web-only retailer of pet supplies, has received a $10 million equity investment from private equity firm LLR Partners Inc. Pet Food Direct says it will use the capital to finance continued growth while adding products and services.

"We have chosen an excellent partner to support Pet Food Direct as we expand our aggressive growth plans," Pet Food Direct CEO Geoff Walker says. "We look forward to leveraging LLR Partners' expertise and business network in direct marketing." The Keystone Equities Group LP, a long-time strategic and financial advisor to Pet Food Direct, served as the placement agent for the equity investment.

Pet Food Direct, which launched in 1997 and is based in Harleysville, PA, USA offers more than 11,000 products among 400 brands at PetFoodDirect.com. Although it didn't release sales figures in announcing the LLR investment, it notes that it serves 200,000 U.S. customers.

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