Round-up: the latest pet retail partnerships

Pet companies are expanding their footprints with retailer and distributor partnerships. GlobalPETS takes a look at the latest.

Freshpet and PFX

American pet food company Freshpet has entered a distribution partnership with Pet Food Experts (PFX) to bring its refrigerated food for dogs and cats across North America.

Under the partnership, Freshpet products will be stocked in all PFX warehouses, but purchasing access will be limited to approved retailers to align with Freshpet’s merchandising and storage standards. 

The pet distributor serves over 10,000 pet retail locations in the US. 

“As a brand that leads in quality and innovation, Freshpet is a perfect match for the forward-thinking pet specialty retailers we serve,” says Nate Benner, Director of Category Management at PFX. “We’re excited to help our partners differentiate their assortments with a product that pet parents are actively seeking.”

Founded in 2006 in Secaucus, New Jersey, Freshpet serves over 13 million pets annually. 

The Pets Table and PetSmart

US-based company The Pets Table’s air-dried dog food is now available in select stores at PetSmart and online at PetSmart.com.

“Our mission has always been to help dogs live healthier, happier lives through better nutrition,” says Laurent Guillemain, Co-Founder and CEO of The Pets Table. 

“Partnering with PetSmart allows us to put that mission into action on a larger scale, bringing our products directly to the places pet parents already trust for their pets’ care and well-being.”

The Pets Table claims it has delivered more than 20 million meals nationwide since 2023 through Amazon.com, Chewy.com and Walmart stores across the United States.

Fera Pets and Walmart, PetSmart and TikTok Shop

The California-based pet supplement maker Fera Pets is expanding its e-commerce presence on major online platforms, including Walmart.com, PetSmart.com and TikTok Shop, following its Petco launch earlier this year.

The expansion will bring its best-selling products to pet owners worldwide, including its USDA Organic Probiotics with Prebiotics, Hip + Joint Support for Dogs supplements and USDA Organic Mushroom Blend for Immune Support supplement.

Fera Pets has been manufacturing veterinarian-formulated pet supplements since 2017. In 2023, it was acquired by American multinational General Mills.

Heads Up for Tails and Shoppers Stop

The leading Indian pet retailer, Heads Up for Tails, has entered an exclusive partnership with Shoppers Stop, a national premium department store.

The partnership will bring Heads Up for Tails products to Shoppers Stop’s stores in Bannerghatta (Bengaluru) and Thane (Mumbai). The collaboration is part of Shoppers Stop’s expansion beyond fashion, beauty and home into the fast-growing pet care segment.

“This partnership allows us to reach a wider community of pet parents and offer them thoughtfully designed products that prioritize the well-being and happiness of their pets,” says Rashi Narang, Founder and Creative Director of Heads Up for Tails.

The company operates more than 100 pet stores across over 20 cities in India. The company offers pet food, treats, toys, accessories, bedding and grooming products, as well as grooming services.

HOUND and Alibaba

Italian pet player HOUND is entering the US market through a retail partnership with Chinese e-commerce giant Alibaba.

The deal will bring HOUND’s natural dog chews, including deer antlers, Himalayan snacks, olive wood and complementary foods, into the United States. Currently, the company is working to obtain FDA approval to begin local production in the country.

HOUND is a B2C company specializing in product development, import and commercialization on major online platforms primarily operating in the pet care and home sectors.