Tenth Avenue Commerce Acquires Majority Interest in Horsemen’s Pride, Jolly Pets

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Tenth Avenue Commerce (TAC), a Connecticut- and New York-based consumer driven e-commerce holding company focused on authentic brands, has acquired a majority interest in Horsemen’s Pride’s business, along with that of Jolly Pets.

“The investment in Horsemen’s Pride including Jolly Pets expands our suite of consumer goods companies. Jolly Pets joining the Tenth Avenue Commerce team means TAC now offers a variety of top-quality consumer and online products to all members of your family, including your pet,” said Michael Chapin, CEO of Tenth Avenue Commerce. “Jolly Pets is a pioneering company that will offer us an opportunity for growth in a new product category. I am proud to partner with Jolly Pets to offer innovative products, including the Jolly Ball, Jolly Tug and Jolly Bone.”

Horsemen’s Pride, led by Robert Miavitz, specializes in creating dynamic pet toys aimed at enhancing pets’ lives. The company, founded in 1976, prides itself on its ability to raise the bar in the pet toy industry, constantly creating new products when new information comes forward. In 1994, Horsemen’s Pride saw an opportunity to expand its offerings from horses to dogs by creating Jolly Pets, which offers 20 different dog toys including the Jolly Ball, Jolly Romp-n-Roll and more. Jolly Pets toys are sold in 50 countries worldwide and are manufactured primarily in Ohio.

“I am thrilled to join forces with TAC, as is the entire Horsemen’s Pride Team. It has always been our mission to seek new and innovative ways to develop superior products for your companion,” Miavitz said. “We’re always moving forward and raising the bar, which is why we have decided to partner with TAC, a leader in consumer-facing companies.”