Latest distribution deals in the pet industry

Pet brands are forming strategic partnerships with retailers and distributors to expand market reach, boost visibility and meet growing consumer demand.

Toys and accessories

Pet wellness startup Woof has expanded the reach of its flagship product, the Pupsicle, an enrichment treat-dispensing toy, through a distribution deal with American specialty retailer PetSmart. Under the agreement, the Pupsicle and its treat tray and refill pops will be available in PetSmart’s US stores and e-commerce platform.

Premium pet supplies provider BARK has introduced holiday-themed exclusives, including a customizable Rudolph the Red-Nosed Reindeer BarkBox, through American retailer Target’s online and store outlets.

The company hinted at continued future launches with Target and noted its overall retail sales now comprise 18.6% of its revenue. Earlier in 2024, BARK extended its bestselling offerings to pet specialty retailer Chewy, giving the company access to 20 million shoppers.

Colorado-based GURU Pet Company, known for its interactive pet toys, partnered with industry distributor John A. Van Den Bosch Co. to expand its reach. “The variety and creativity of GURU’s toy options will fill a gap in our current selection,” comments Abby Siebern, VP of Sales and Purchasing at Van Den Bosch.

Another toys and accessories company, Huxley & Kent, is known for its fashionable and functional pet products. The company has entered a distribution partnership with Kansas-based distributor CatalogDog to expand its portfolio to independent pet retailers nationwide.

Pet food

American functional food company Caru Pet Food has partnered with Canadian distributor Kane Pet Supplies, under parent company Kane Veterinary Supply, to expand the reach of its natural stews, treats and bone broth across its channels.

To improve the brand’s appeal in the North American country, 50% of the product packaging has been redesigned to include both English and French.

YDOLO (Your Dog Only Lives Once), a natural pet food company headquartered in Belgium, has entered the UK and Ireland through an exclusive distribution deal with local supplier Well Fed Pets. The brand has launched semi-moist dog food recipes and aims to penetrate diverse retail platforms, from physical stores to e-commerce.

This deal marks the brand’s presence across 17 countries.

South African pet food manufacturer Montego Pet Nutrition has signed with sales company SLA Brands to distribute 2 dog treat products to US pet retailers – one made with antelope meat and another premium product for dogs and puppies.

Acana, under Mars Petcare, has introduced its ‘Highest Protein Indoor Cat Food’ to UK and Irish markets. The premium cat food brand is leveraging a partnership with UK-based importer and distributor Bern Pet Foods to boost the visibility of its chicken, trout and salmon recipe.

Within the Maltese region, Nestlé Malta is expected to take over the distribution of Nestlé Purina’s pet food brands from gourmet grocery store chain Wembley Stores for pet shops. This management shift will commence in January 2025.

However, the deal does not include the distribution of Purina Pro Plan Veterinary Diets and Maintenance Diets, which will continue to be managed by pharma distributor Agrimed through veterinary channels.

Care and wellness

UK-based Pawer Water, a pet wellness supplement company, has partnered with British retailer Pets Corner to launch its hydration-focused wellness range across 160 stores nationwide.

The partnership has been recognized as a “significant milestone,” enabling the company to reach a larger number of “health-conscious” pet owners.

French soap manufacturer Marius Fabre has appointed Harrogate-based Studio Pens as the exclusive UK distributor for its premium dog and horse shampoos. The company will expand its cleaning solutions for skin, surfaces, bowls, mats, collars, leads, beds and kennels to the British market, responding to the high local demand.

Pet care tech company Whisker has partnered with American multinational consumer electronics retailer Best Buy to showcase its Litter-Robot 4, a self-cleaning litter box, in over 200 US stores and online.

“This allows our customers to experience our products firsthand – they can touch, feel and interact with the Litter-Robot 4 before making a purchase,” says Jacob Zuppke, Whisker President and CEO.