On the Shelf.
Categories, velocity, and merchandising — what's moving on specialty shelves and why.
RAWZ launched a cat purée line built on goat milk and green mussels
The family-owned brand is positioning the line on hydration and joint support, using goat milk and green mussels as the functional ingredients.
3 min read · Sep 17
Fressnapf, Jollyes, and ZU expanded their European store networks this summer and fall
Fressnapf added seven French stores in September, Jollyes launched three UK locations, and ZU acquired nine Portuguese spaces.
5 min read · Sep 15
Oxyfresh launched a dental powder for dogs and cats, expanding beyond water additives
The company is positioning stores to move pet parents from occasional dental treats to daily-application routines, a format decision that shifts the shelf conversation from impulse to preventative care.
3 min read · Sep 15
Non-Stop Dogwear launched a performance harness refined with athletes for pulling sports
The Norwegian brand worked with canicross and bikejoring competitors to refine the new Freemotion Harness Pro for movement under load.
3 min read · Sep 14
PawzNDogz signs Southeast Pet to distribute snuffle mats across six-state US region
The Canadian brand built an international independent retail base before signing a US regional distributor.
4 min read · Sep 12
Wuffable opens trade accounts for awareness dog gear after Crufts demand
The British brand spent nearly a decade supplying assistance dog organizations before launching consumer awareness gear at Crufts 2026.
3 min read · Sep 11
Cheerble ships Wickedbone Air with replaceable shell and app control to specialty
The new model combines joystick steering and automatic play with a replaceable outer shell and updated Bluetooth range.
3 min read · Sep 11
ökocat reopened nominations for its shelter grant program
The ökocause4paws program has donated more than 63,000 pounds of litter to over 35 shelters since 2018 and supported more than 9,000 cat adoptions.
3 min read · Sep 10
BetterBone cut pricing nearly 20% and added a retailer portal after SuperZoo feedback
The plant-based chew brand reduced pricing by nearly 20% while adding a centralized retailer portal and redesigned packaging following distributor and retailer feedback at SuperZoo.
4 min read · Sep 10
LIX Pet Wellness launched a second feline CBD formula for cats already using the first one
Advanced Formula: Feline combines 300mg CBD, 200mg CBG, and 100mg CBN in a 3:2:1 profile for animals under 30 pounds.
3 min read · Sep 8
If a Rep Pitches You a Three-Product Pet-Tech Bundle, Ask This Question First
A collar device, a camera, and an app subscription that only work together. Does the bundle earn the space it's asking for?
4 min read · Sep 4
WAUDOG Launched a Monochrome Retractable. The Question Is Whether Stripping Color Out Creates a Buyer.
WAUDOG stripped color from its new retractable and called it lifestyle positioning. Whether that buyer exists is the test.
3 min read · Sep 4
Will the EU's €3 Customs Fee Send Cross-Border Pet Buyers Back to Your Shelf?
Swedish survey data shows who's cutting back on non-EU orders, but not where they'll shop instead.
3 min read · Sep 4
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1 min read · Sep 4
Dog Gyms Are Opening Faster Than the Recovery Category They're About to Create
Zoom Room, mobile operators in Oregon, Shanghai's first canine fitness center, and Brazil's 100-clinic rehab network are the same bet placed five times.
4 min read · Sep 4
GROOM'D Ran Sessions in Atlanta. None of Them Change What's on Your Shelf.
A grooming trade show ran education sessions. Zero of them told a buyer what to stock or a brand where to send the rep.
3 min read · Sep 2
H&H's Pet Division Grew Revenue but Shrunk Inside Its Own Company. That's the Signal.
The parent company grew 23.9%. Pet grew 1%. The mix drop is the decision a buyer should notice if these brands sit on your shelf.
5 min read · Sep 2
Why a Dog Fashion Week in Manhattan Isn't Actually a Story About Pet Retail
A daycare in Manhattan is staging designer pop-ups and runway shows for dogs. The consensus: it's a retail trend signal. The truth: it's a service play with zero distribution component.
3 min read · Sep 1
Lily's Kitchen Bets Shelf-Stable Fresh Will Land With Stores That Skipped the Cooler
Three SKUs, ambient-stable, £3.95 per pouch. The format bet is whether fresh sells without refrigeration.
2 min read · Sep 1
ChewMate Launched Three Toothbrush SKUs at SuperZoo. The Category Math Says Most Stores Won't Stock All Three.
The company launched a chew-toy version, a pro kit, and a third system. No pricing, no velocity data, no distribution model.
4 min read · Sep 1
If You Stock Pro Plan or Dog Chow, Ask Your Rep Which Plant Ships Your Order Now
The new facility is live and shipping. Whether it tightens your reorder window depends on one question your rep may not volunteer.
2 min read · Aug 31
Pawse Hired a VP Whose Entire Resume Is Opening Specialty Doors. The Channel Priority Is the Whole Story.
Pawse created a senior role and filled it with someone whose track record is winning shelf space at independents.
3 min read · Aug 29
Freshpet Is Talking to Wall Street About Growth. Indies Who Installed the Fridges Aren't in the Room.
The company's conference announcement lists specialty after grocery, mass, and digital. That order tells you something.
3 min read · Aug 27
The August Promo Calendar Most Indies Will Skip (And the Four That Actually Move Product)
Raw myth-busting, football snackle boxes, muzzle workshops, and Neighborhood Pet Store Day, the four that actually work.
3 min read · Aug 26