Round-up: Pet companies target new markets through launches and partnerships

Pet companies are continuing to look beyond their home markets for growth, entering new countries through direct launches, distribution agreements and retail partnerships.

Unicharm

Japanese consumer goods firm Unicharm Corporation has entered the Indian pet care market, launching its own brands through its local subsidiary, Unicharm India. According to the company, the South Asian market represents a “high-potential” emerging market, with the pet care sector projected to double in size by 2030.

“Although currently small in overall market value, India’s pet population is approximately three times larger than Japan’s, signaling massive future expansion potential,” the company tells GlobalPETS.

The move is part of the company’s international expansion, following its entry into the Brazilian market through the acquisition of Nutrire, a local pet food manufacturer, earlier this year. 

The initial launch in July focused on cat care products, including cat food and wet treats under the Silver Spoon brand and Ezi-LockOdour cat litter. Dog-care products are scheduled to be rolled out sequentially.

Unicharm aims to increase the pet care business’s share of total sales from 17% in FY2025, when it generated ¥156.1 billion ($970M/€840M), to 20% by FY2030.

BetterBone

New York-based dog chew brand BetterBone has expanded its global distribution network with new partners in India, French-speaking Canada, China and Brazil, while also strengthening its presence in Guatemala, South Korea, Singapore and Thailand.

“We were looking for markets where retailers and pet parents are actively seeking safer, higher-performing, and more sustainable alternatives to traditional chew products,” CEO and Co-Founder Chisholm Weaver tells GlobalPETS.

“Expanding into these regions allows us to make BetterBone more accessible while partnering with distributors who understand the needs of their local markets,” he adds. The latest additions build on the company’s existing distribution footprint across the UK, Canada, Mexico, Venezuela and Indonesia, among other markets. 

The company’s products are sold through a network of distributors and retailers, including Chewy and Amazon, as well as independent pet specialty stores worldwide.

COLLAR Company

WAUDOG, the smart pet gear brand of Ukrainian manufacturer COLLAR Company, has entered the US market through a partnership with American retailer Kohl’s.

The brand’s Nylon Recycled collection includes collars, leashes and harnesses made from recycled plastic bottles. The products also feature integrated QR pet IDs linked to an international database, allowing owners to create a digital profile for their pets.

According to the Chernihiv-headquartered company, the partnership represents the next phase of its international expansion as global demand for sustainable pet products continues to grow. 

“Entering a market of this scale demonstrates that our products are ready to compete on global standards of quality, design and sustainability,” the company says. 

Kormotech

The Lviv-based pet food manufacturer has expanded its presence in Western Europe by bringing 4 of its brands – Optimeal, Delickcious, CLUB 4 PAWS and My Love – to Belgium. The products are now available at Famiflora, a Belgian garden, home and pet retailer with locations in De Panne, Flanders, and Mouscron, Wallonia. 

Kormotech says Belgium is a strategic market due to its highly competitive pet food sector, where consumers place a strong emphasis on product quality while expecting good value for money.

“For us, the main thing is not rapid expansion, but studying the market, understanding the needs of local consumers and building long-term partnerships,” says Ulyana Fytsa, Logistics Director and Sales Manager for Western Europe at Kormotech.

According to the manufacturer, wet diets under the Optimeal and CLUB 4 PAWS brands recorded the strongest demand during the first month of sales at Famiflora stores. With the Belgian launch, Kormotech’s products are now available in more than 50 countries worldwide.

WIMBA

Polish veterinary orthotics manufacturer WIMBA has entered the South American market through an exclusive partnership with PulsoVet, a Chilean provider of veterinary products and services.

“From the very beginning, we knew that South America would become one of the most important and fastest-growing markets for veterinary innovation,” Franek Kosch, CEO and Co-Founder of WIMBA, tells GlobalPETS. “Chile became our entry point once we found the right partner. [PulsoVet is a] highly engaged, forward-thinking team that decided to build their offering around WIMBA’s technology.”

The CEO says the company plans to continue expanding across the US, the UK, Europe and Latin America, with a launch in Brazil planned before the end of the year. “Beyond that, we’re also open to conversations with prospective partners across Latin America who share our vision for raising the standard of veterinary care,” Kosch adds.

WIMBA’s product portfolio includes its GO and PRO orthotic lines for carpal and tarsal support, the Cervical Collar and its WoundCare line of offloading wound dressings.

Separately, the company announced a partnership with N2 UK to distribute its WoundCare line in the country, making the products available to veterinary nurses, technicians, dermatologists and rehabilitation specialists.