How mainstream brands are using collaborations to connect with pet owners

For pet brands, working with companies outside the sector can open the door to new audiences, while giving mainstream labels a way to connect with pet owners.

BARK and limited editions

US-based dog brand BARK has taken this approach through recent collaborations with beverage company Liquid Death and coffee and doughnut chain Dunkin’. 

The recently launched BARK x Liquid Death collection is a limited-edition range of toys, beds and apparel for dogs and their owners, available to BarkBox and Super Chewer subscribers. It also includes bone-like collagen chews, freeze-dried chicken hearts, beef nibs, a jacket and a snood hood.

“We brought the Liquid Death attitude, BARK brought their insane creativity, and somehow we ended up with a collection that’s even more absurd, and way more fun, than we imagined,” says Misha Brunelli, Vice President of Merchandising and Apparel at Liquid Death. 

The company has also extended its long-running collaboration with Dunkin’ through a new dog-focused drive-thru experience and limited-edition toy collection. 

The companies marked this year’s collaboration with a one-day dog drive-thru at a Dunkin’ location in Massachusetts in August, plus a limited-edition collection of bandanas and plush toys available at select Dunkin’ restaurants across the US and through BARK’s website. 

Crocs partnership expands into dog beds

BARK has also expanded its collaboration with footwear brand Crocs beyond its pet Crocs shoes. The collaboration now includes a new dog bed inspired by Crocs’ iconic Classic Clog, which can be personalized with plush versions of Jibbitz charms. 

The bed features a removable, washable cover and is designed to allow owners to customize it with different charm-inspired plushes, bringing the personalization associated with Crocs footwear into the pet accessories category.

The collection also builds on the companies’ existing range of pet Crocs, extending the partnership from dog footwear into products for the home. The move illustrates how collaborations between pet and non-pet brands can create new product categories while transferring recognizable brand assets into the pet market.

Luxury pet care

The trend is also reaching the luxury segment, with fashion and fragrance brands bringing their identities into pet care and accessories.

Jo Malone

British perfume brand Jo Malone has partnered with pet grooming company WildWash to launch a dog shampoo inspired by its Orange & Cedarwood fragrance. The product combines Jo Malone’s branding with WildWash’s grooming expertise.

The launch was complemented by a campaign featuring British actor Tom Hardy alongside his dog, Blue. According to Jo Malone, the product extends the brand into existing customers’ daily routines while offering an unexpected introduction to new customers.

“We’re always thinking about different ways for people to discover and experience Jo Malone London,” the company tells GlobalPETS. “When we started working with Tom Hardy, Blue was often by his side and naturally became part of our campaigns. This launch was inspired by the important role dogs play in people’s lives today,” it adds.

Giorgio Armani and Floris van Bommel 

Italian luxury label Giorgio Armani also extended its collaboration with pet accessories brand Poldo Dog Couture with a dogwear collection for fall 2026. The range includes a raincoat, sweater, harness, waste bag holder and travel mat, as well as a collar, leash and portable bowl. It is available through selected boutiques in Europe, the US and Asia, and online.

In addition, Dutch footwear brand Floris van Bommel has teamed up with pet food and snack brand Bravoer to launch limited-edition dog treats. Made with chicken, beef and lamb, the treats will launch for World Animal Day on 4 October and will be sold in Belgium through Floris van Bommel retailers, selected pet stores and the companies’ online stores.

Other initiatives

Beyond collaborations, brands are finding ways to connect with pet owners, from pet-focused experiences to dedicated product launches.

CHAGEE

Chinese tea brand CHAGEE has launched a Pet Adventure Camp in Singapore. The initiative is designed to bring the tea brand’s customer experience to pet owners through a mobile tea truck and pet-focused activities.

“This campaign marks the start of an ongoing effort, and CHAGEE plans to keep finding new ways to bring furkids into the fold going forward,” Lawrence Wen, CEO of CHAGEE Singapore, tells GlobalPETS.

The campaign also features pet-inspired merchandise, including picnic mats, foldable chairs, collectible pet pins and tumblers, as well as Singapore-exclusive dog and cat plush pendant blind boxes. 

“We wanted to reflect CHAGEE’s ambition to meet pet lovers where they are – beyond the walls of our stores,” Wen adds.

Rituals

Rituals, a Dutch personal care company, launched Rituals Dog Care, a premium range of dog grooming, hygiene and lifestyle offerings.

The collection includes 7 dog-care products, including paw balm and an air and fabric freshener, along with two gift sets and accessories such as a portable water bowl and dog collar. The range is available through Rituals boutiques and its online store, as well as selected department stores.

OXO

American housewares brand OXO introduced a new collection of pet feeding and food storage solutions, designed to address common challenges pet parents face, including messy mealtimes, fast eaters and bulky food storage.

Launched in August, the collection includes nonslip bowls, slow-feeder bowls, a feeding mat and an adjustable elevated feeder.

OXO will expand the portfolio later this year with storage solutions designed to keep food fresh, organized and easily accessible, including airtight and multipurpose containers.