Top designer brands enter the pet lifestyle business

The increase in pet owners in recent times is a great opportunity for designers to release new collections for pets.

Consequently, Tommy Hilfiger recently announced the launch of a collection for dogs in an exclusive global license agreement with Kanine Pets World Limited.

The collection will feature a wide range of apparel, accessories and home products for dogs in the distinctive preppy style of the brand, from roll-necks to striped sweaters, branded hoodies, raincoats and bandanas. It also includes a braided leather leash set, a lightweight sport set and a variety of padded dog beds, pet carriers and travel accessories.

Back in May, Hugo Boss reached an agreement with the same company for the design, production and worldwide distribution of apparel, accessories, home products, and toys under the Boss brand.

Gucci enters the market

The Italian luxury brand has launched its first Gucci Pet collection of clothing, accessories and home goods for dogs and cats.

“Continuing the narrative of surprise and delight that defines the Gucci Lifestyle selection, the Gucci Pet Collection infuses the everyday with a magical aura. Unveiled in a colorful, retro-inspired campaign, the pieces allow each animal’s personality to shine as an ode to the Creative Director’s vision of individuality,” the iconic fashion company claimed.

The collection includes sport leather collars, harnesses and leashes that range from $230 (€217) to $600 (€567). The brand also sells Air Tag cases and waste bag holders.

Just the right moment

For Hugo Boss CEO Daniel Grieder, it was the ideal moment to enter the dog accessories business and exploit their potential in this popular new segment. “This company can draw on extensive experience in the strongly growing premium dog supplies market, and together we look forward to offering high-end products to customers worldwide,” he declared.

Hugo Boss will launch two collections per year, starting in August 2022 with the Fall/Winter collection. The products will be available worldwide in the online stores of Hugo Boss and Kanine, as well as in selected Boss, department, and pet stores.

Kanine also announced a three-year agreement with entertainment corporation Warner Bros to launch a dog apparel and accessories collection in Asia. The license covers the design, production, and distribution of products featuring the popular brands “DC League of Super-Pets,” Looney Tunes and Tom and Jerry. The range is scheduled to be launched in August 2022.

Premium pet apparel

GlobalPETS has learned that Kanine is in the process of acquiring the license for a handful of other premium brands that are looking to enter the pet business.

“We will be announcing more collaborations and partnerships in the coming months, with some other leading fashion brands,” stated Sean Coxall, Kanine’s Chief Marketing Officer.

Kanine aims to be the business of choice for pet parents to purchase exclusive, stylish and functional apparel for their animals.

“We want to be the go-to place for dog owners to buy premium fashion and ‘mini-me’ outfits for their dogs,” stated Sean Coxall, Kanine’s Chief Marketing Officer.

Kanine Group designs, sources, and globally distributes pet apparel and accessories under various owned and licensed brands in the world.

Data from MoneySuperMarket shows that pet owners in the UK spend almost £500 (€592 / $654) per year on luxury items for their pets, especially treats and toys. In addition, more than 7 out of 10 are willing to spend more on luxuries for their animals than for themselves.