DENVER — Pet wellness startup Woof announced its expansion into PetSmart stores across the United States on Nov. 19. Its flagship product, the Pupsicle, along with refill Pupsicle pops and Treat Trays will now be available in the retailer’s stores nationwide and online.
This launch comes following a year of growth for the brand, which expanded from primarily direct-to-consumer commerce into retail locations earlier this year and is now available in more than 5,000 retail stores. According to Woof, through this partnership with PetSmart, it aims to strengthen relationships with pet owners by offering innovative solutions for dog parents, making pet wellness more accessible.
“For decades, the pet industry has relied on tried-and-true methods, but at Woof, we see exciting opportunities for innovation that can elevate pet products to new heights,” said Daniel Haarburger, chief executive officer and founder of Woof. “Partnering with such an iconic, legacy brand allows us to reach even more consumers across the United States. We want to improve life for dogs and their owners, and our enrichment toys and accompanying treats and chews help dogs enjoy safer, healthier play and give their owners some peace of mind.”
Woof’s current product assortment aims to merge play with functional nutrition to support health and wellness. The brand’s Pupsicle is an enrichment toy made with a hole in which to fill with treats and chews, like its Wellness Pops. Wellness Pops, which launched earlier this year, are soft chews that offer specific health benefits, ranging from joint, allergy and calming support.
Additionally, Woof introduced its Bite n’Brush chew toy that holds treats designed to help clean dogs’ teeth.
“This new partnership with PetSmart is a testament to the incredible feedback and responses we’ve received from our customers and will help elevate Woof even further,” said Avrum Elmakis, president of Woof. “By combining our passion for dog wellness and PetSmart’s reach, we’re able to make Woof’s mission more accessible than ever and continue pushing the boundaries in the pet industry.”
According to the Woof, it is “diving head first into the future of the pet industry” and will continue to focus on trends such as health and wellness, humanization and innovation.
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