Divestiture • Technology Hardware

Tractive Acquires Whistle

On July 28, 2025, Tractive acquired technology hardware company Whistle from Mars

Acquisition Context
  • This is Tractive’s 1st transaction in the Technology Hardware sector.
  • This is Tractive’s 1st transaction in the United States.
  • This is Tractive’s 1st transaction in California.

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M&A Deal Summary

Date July 28, 2025
Target Whistle
Sector Technology Hardware
Buyer(s) Tractive
Sellers(s) Mars
Deal Type Divestiture

Target Company

Whistle

San Francisco, California, United States
Whistle is a manufacturer of GPS location monitors and fitness tracking devices for dogs. Whistle was formed in 2012 and is based in San Francisco, California.
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Buyer Overview 1

Buyer

Tractive

Pasching, Austria

Category Company
Founded 2012
Sector Technology Hardware
DESCRIPTION

Tractive develops pet wearables, apps, and online services; providing pet owners and pet lovers alike with more happiness, security, and peace of mind with their beloved four-legged friends. Tractive was founded in 2012 and is based in Pasching, Austria.


Deal Context for Buyer #
Overall 1 of 1
Sector: Technology Hardware 1 of 1
Type: Divestiture 1 of 1
State: California 1 of 1
Country: United States 1 of 1
Year: 2025 1 of 1

Seller Profile 1

SELLER

Mars

McLean, Virginia, United States

Category Company
Founded 1911
Sector Food
Revenue 33.0B USD (2015)
DESCRIPTION

Mars is a global manufacturer of confectionery, pet food, and other food products and a provider of animal care services. Mars was established in 1911 and is headquartered in McLean, Virginia.


Deal Context for Seller #
Overall 3 of 3
Sector: Technology Hardware 1 of 1
Type: Divestiture 3 of 3
State: California 1 of 1
Country: United States 3 of 3
Year: 2025 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2024-08-14 Kellanova

Chicago, Illinois, United States

Kellanova is a food company engaged in the manufacture and marketing of ready-to-eat convenience foods. The Company's principal products include cookies, crackers, snacks, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and veggie foods. It also markets other convenience foods, under brands such as Keebler, Cheez-It, Murray, Austin, and Famous Amos. Kellanova is based in Chicago, Illinois.

Buy $35.9B