US: Lowe’s expands into private-label pet products
Following 2 years of development, the home improvement retailer is responding to growing demand.
US home improvement retailer Lowe’s has recently launched a new private-label brand of pet care products for dogs and cats.
Called Heart & Herd, it includes beds, toys, scratching posts and catnip. These products are available across 800 Lowe’s stores and online, providing customers with an omnichannel experience.
The launch is part of the company’s expansion into the pet sector, focusing on grab-and-go items like toys and treats.
“This brand has been years in the making, inspired by our belief that caring for your home also means caring for everyone in it, including our four-legged family members,” Sarah Dodd, SVP for Global Franchising at Lowe’s, says in a LinkedIn post.
Lowe’s operates over 1,700 locations and employs approximately 300,000 people nationwide.
Pet products to match the home
According to Dodd, Heart & Herd’s product range has been inspired by current market trends among targeted consumers. For instance, Lowe’s has been seeing a strong preference among pet owners for products that match their homes.
According to a Lowe’s survey, 84% of pet owners in the US have made indoor home design choices based on their pets. The survey was conducted online with 1,485 American respondents in April 2025.
Lowe’s also notes that the “mega toys” trend is gaining traction among big dog owners.
Behind the scenes
Jenna Schmidt Gonzalez, Packaging Operations Category Manager at Lowe’s, says that the new brand has been in development for the past 2 years.
The teams involved in the process were based in Lowe’s Charlotte, North Carolina, office, representing various departments, including branding, quality assurance, packaging and product development.
“The sourcing and product development team found the best-quality vendors and negotiated the best prices throughout the rollercoaster of 2025 tariffs,” Gonzalez says in a LinkedIn post.
The private-label scene
This year has seen notable private-label developments from major US retailers, including Target and Associated Wholesale Grocers (AWG).
In May, Target relaunched its Boots & Barkley pet line, adding 150 new products, including pet treats, holiday items and toys.
Meanwhile, in April, Kansas-based retailer AWG debuted in the private-label pet product market with Pure Wonder by Best Choice.
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