Completed sale
Pup Up Cafe
From its base in Goole, East Yorkshire, Pup Up Cafe has built a national following by turning dog-friendly events into a touring community experience.
Founded by Marcus Ackford in 2018, the company began with dachshund-focused gatherings before expanding into a wider programme of breed-specific and seasonal pop-up events across the UK. Each session is built around a safe, social setting for dogs and their owners, with puppuccinos, dog treats, photo opportunities, competitions, local trade stands and merchandise all forming part of the experience.
This has given Pup Up Cafe a distinctive position across the pet, events and lifestyle markets. The business has sold out more than 250 events across over 30 UK cities, supported by a substantial attendee database, high repeat attendance and a social media presence reaching millions of people each year.
Its operating model was a key part of the appeal. Events are hosted through national venue chains and private venue partners, while day-to-day activity is managed remotely and ticketing is handled through a third-party platform. This allows the company to run without a fixed venue base, keeping overheads lean while retaining a format that can be repeated across different locations.
The business also benefits from established ticketing infrastructure, including Fatsoma integration and access to a large ambassador network that supports local ticket sales and social engagement. Alongside documented event processes, venue relationships and brand assets, this gives Pup Up Cafe a structure already set up for wider rollout.
Revenue is generated through several complementary channels, including event ticket sales, paid trade stand positions and third-party event bookings. The company has also worked with commercial clients and venue partners on dog-friendly activations, including shopping centre events, local council events, sponsored launches and other brand-led experiences.
Marcus brought Pup Up Cafe to market so he could focus on growing a separate pet-sector company, while ensuring the events brand had the backing to keep developing. Led by Commercial Executive Helen Bainbridge, with support from Regional Commercial Director Jay Bettle, Knightsbridge wrapped up the sale within nine months of launch.
The buyer was identified through a cross-match from Knightsbridge’s database of registered buyers. For a business operating in such a specific corner of the market, that route proved especially valuable, connecting the opportunity with an acquirer already open to distinctive, growth-led investments.
The acquirer, Thames Valley Capital, is an investment business led by founder Bruce Gordon. Since 2008, the firm has supported companies through financial investment, growth capital and sound advice, working with business owners at different stages of development.
For Thames Valley Capital, Pup Up Cafe offers an unusual route into the pet and live events space: a ready-made national brand, an engaged audience, tested event formats and several routes for expansion. Further city tours, new breed categories, commercial partnerships, licensing opportunities and larger-format events all provide ways to take the concept further.
For Marcus, the sale creates the freedom to concentrate on his next pet-sector venture. For Thames Valley Capital, it brings a community-led events brand with national recognition, flexible infrastructure and scope to grow far beyond the format that first made it popular. We wish all parties the best going forward.