TODAY’S PET PARENTS are increasingly omni-shoppers. According to NielsenIQ’s 2026 Pet Industry Outlook, nearly two-thirds of pet product consumers shop in store and online, and those sales make up 85% of dollars spent. Online sales grew 11% year over year, driving all growth in the $92 billion pet-care market.

So what does that mean for independent brick-and-mortar pet retailers in 2026 and beyond? To fully reach those valuable customers, you must have an omni-channel strategy of your own, and you must partner with companies that value you in theirs. Do they sell on the e-commerce giants? In big-box stores? (Because those haven’t gone anywhere.) Direct to consumers? If so, and likely so, how do they help you compete? Savvy indies ask these questions of any brand they consider.

Because there will be more than 1,000 exhibitors at Global Pet Expo, happening Mar. 25-27 in Orlando, FL, we asked the PETS+ Brain Squad to share which brands provide the most support to indies within the brand’s omni-channel strategy. By no means does this list encompass all, but these companies got the most mentions by our reader survey group.

PLAY PET BRANDS

With space always at a premium in independent brick-and-mortar pet stores, retailers must limit styles and quantities offered, especially in product categories such as bedding. Adina Silberstein of Queenie’s Pets in Philadelphia, PA, points to Play Pet Brands (formerly P.L.A.Y. Pet Lifestyle And You) as a company that helps indies compete with online-only retailers that need only make digital room for full lines. “How to display beds, especially for tiny, urban shops like ours, is an ongoing challenge.” She appreciates the company’s dropship option.

CREATIVE SOLUTIONS. Queenie’s Pets displays Play Pet Brands beds with the swatchbook and showcase sheets for drop-ship orders.

Sarah Johnson, senior sales manager at Play, explains, “We understand that bedding can be a tough category when it comes to potentially limited display space for these larger, higher-ticket items, but that shouldn’t stop anyone from offering a great assortment of beds! Play gives stores the option to have any of our bedding dropshipped directly to their location as a special order. We have swatchbooks and showcase sheets available so customers can browse the full assortment.” Silberstein adds, “People like to touch/feel when buying a bed, so the swatchbook is very important.” Play also offers indies first opportunity to sell new products, to put their logo on EcoBone toys, plus has a store locator on its website, and allows retailers to order where most convenient, direct or via Faire or Wholesale Pet. Retailers can even partner with Play to create their own custom toys. Patty Dill of Doggie Sweets in Long Branch, NJ, has a Jersey Shore line in the works with the company.

Doggie Sweets’ upcoming Jersey Shore toy line with Play.

BAYDOG

Walk into the BAYDOG booth at any trade show and you’ll see among the many harnesses, life jackets and other gear on display a sign that reads, “No Amazon. No Chewy. No eBay.” Founder and CEO Barton O’Brien takes great pride in this core company value. “Our business is built on the back of the ‘Brick and Mortar Pledge’ that has been on the first page of every catalog since we launched in 2018. Our commitment to our retail partners is that if they carry BAYDOG, they will never lose a sale to an online retailer. BAYDOG isn’t sold on any third-party platform. We have a strict MAP policy, and nothing on baydog.com is ever on sale.” The company’s website also has a store locator.

Kristyn Gingrich of Puppers & Hairballs in Sebring and Lake Placid, FL, appreciates and returns the loyalty. “We pretty much carry everything BAYDOG offers except for the sweaters since we’re in Florida,” she says, adding that the only harnesses and life jackets at her stores are those from the brand. Gingrich also points out how responsive O’Brien and his team are to retailer feedback, which helps her provide customers what they want and need, creating the loyalty that helps indies stay competitive. “A common issue our customers brought to us was about the Liberty Bay harness, in that the loop for the leash attachment was too big for a lot of leashes.” The company revamped the harness to fit all. O’Brien says, “Our retailers are our eyes and ears in the pet marketplace, and we rely heavily on them to help us improve.”

LOYALTY+. BAYDOG remains loyal to indies as the brand grows

2 HOUNDS DESIGN

With harnesses, independent brick-and-mortar pet retailers struggle to stock the size and color each customer wants. Kim Sykes of K9 Manners & More in Broken Arrow, OK, solves this problem by selling the Freedom No-Pull Harness through an affiliate partnership with 2 Hounds Design. She says, “So many people want it in one of their cute designs or in a dog’s signature color. There is no way we can stock them all!” Instead, the training facility sells only black and red. “We tell customers we can size the harness to their dog, and then they can order a different color or pattern through the affiliate link on our website. We earn a small commission, and while it isn’t as much as a direct sale, we don’t have to prepurchase the product. Time and education of a customer is well worth the effort, and this partnership allows us to recoup some of that time.”

2 Hounds Design offers other online partnership opportunities. President Alisha Navarro says, “We’re also on a platform called ShopDot, so if the store has their own website where they sell items, they can import products from Shopdot and earn a 30% commission when it sells on their website, and we take care of shipping and order fulfillment, but they ‘keep’ the customer. And if a store uses Shopify for its website, they can pull our products in, and it works similar to ShopDot.” She adds, “We also work hard to enforce MAP. We value the indies, adoption/rescue groups, trainers and veterinarians who recommend and sell our products, and we want to keep things fair across the board.”

COMMISSIONS EARNED. 2 Hounds Design offers multiple ways retailers can sell additional products without stocking them in store.

CBD DOG HEALTH & MYCODOG

Multiple Brain Squad members praised how CBD Dog Health responded to their concerns about having to compete with the brand itself for customers. Beth Kidd of Dogs by Design in Irwin, PA, says, “When CBD Dog Health first started selling direct and offering discounts, my sales tanked.” She reached out to Director of Education Carter Easler to discuss. The company responded by allowing retail partners to offer the same discounts. Kidd adds, “Plus, now that they’re on Astro Loyalty, the incentive for the customer to earn a free item makes buying from us extra rewarding. My sales are back up, and I’m happy to be able to offer a high-quality product.”

Easler shares how he and Angela Ardolino, founder of CBD Dog Health and sister company MycoDog, rely on and prioritize their independent brick-and-mortar pet store partners. “Retailers are at the heart of this industry, especially when it comes to vetting products and educating their communities,” he says. The companies offer additional ways to drive in-store purchases and build customer loyalty, including, Easler adds, “bonus products in wholesale orders and targeted sales ahead of specific client engagement opportunities. For example, we gave our retailers 15% off CBD Dog Health Calm tinctures in June, leading up to the high demand they experience around the Fourth of July fireworks. This gives them the ability to take full advantage of these specific opportunities for increased revenue and reach.” Each brand has a store locator on its website.

CALM RESPSONSE. Retailers appreciate how CBD Dog Health responds to omni-channel feedback.

VITAL ESSENTIALS

About her top-selling frozen and freeze-dried brand, Sherry Cassin of Meow Mini Mart in Jersey City, NJ, says, “In spite of wide distribution, Vital Essentials continues to take care of us very well, and we continue to blow out their products. They visit whenever they’re in the area and want to know what they can do to grow our business together, such as regular promo deals that cater to us as a cat store (lowering our minimum), free samples to give away, and contributions to raffle baskets. They also have created separate deals for our store beyond Astro Loyalty.”

Heather Govea, CEO of parent company Carnivore Meat Company, explains why indies remain a valued partner in the brand’s omni-channel strategy. “Independent retail is the go-to place for education, solutions finding, and is the bedrock of the pet specialty channel — especially true of a category like raw pet food.” She adds, “Our focus is on making their jobs easier. That means clear packaging, straightforward protein callouts, and formats that are simple to merchandise and talk through at shelf. Support starts with being present and accessible. Our sales team is regularly in stores working alongside retail teams, offering hands-on product education, merchandising support, and helping to answer day-to-day questions. We also provide ongoing training through Butcher Cut University, which offers short, practical courses focused on product knowledge, nutrition confidence, and how to recommend Vital Essentials in real situations. Retailers are supported with distributor promotions, our Vital Pack Leader Program, and dedicated sales reps who help with assortment decisions and growth planning.”

WIDE BUT FOCUSED. Vital Essentials provides the support indies need to stay competitive.

PET RELEAF

CBD sells best when combined with education and customized recommendations — and indies do this far better than e-commerce giants and big-box stores. Pet Releaf understands and leans into it. Chief Growth Officer Shelby Wood explains, “We know with complete certainty that independent pet stores are the best educational resource for pet parents. We also know the most powerful way for retailers to truly understand the impact of Pet Releaf is to experience our products firsthand with their own pets.” Store staff can learn and earn free products through a curriculum of 19 short training videos, plus seasonal videos and quarterly live webinars through the company’s partnership with online training platform retail.pet.

Denise Strong of Pawz on Main in Cottonwood, AZ, has been a student of Pet Releaf since long before the video curriculum rolled out. “Back in 2014, when I decided to bring in CBD, I reached out to many companies, but Pet Releaf provided me with so much education on the product, even before I ordered, that I knew they were the right choice. They flew out to my store from Colorado, and we did an event called the ‘ABCs of CBD.’ It was a huge success. They have provided endless support, with continued education and competitive wholesale pricing, as well as monthly promo discounts for my customers.” Pet Releaf distributes nationally through indies, Chewy and petreleaf.com. The company helps independent pet stores compete online by offering them best pricing with strict IMAP across all channels and through participation in Astro Loyalty. The company website also has a store locator. Wood says, “Independent pet is our priority channel, and we intentionally structure our business to support their success.”

FIRST IN EDUCATION. Through training videos, Pet Releaf helps indies remain the best place for customers to learn about the brand’s CBD products.

SODAPUP

Maker of pet toys and enrichment products, Sodapup has a broad channel strategy, but strictly enforces its MAP and iMAP policies. Owner Adam Baker says, “The most important thing we can do is to ensure that no channel has a price advantage over another. This gives all channels the opportunity to thrive.” iMAP also applies to DTC sales. “We don’t discount on sodapup.com,” he explains, adding that the company also doesn’t advertise online to drive traffic to its website.” Baker shares other ways Sodapup supports independent brick-and-mortar pet stores, indirectly or directly: “Sodapup has a broad product offering that allows retailers to differentiate their assortment. So if there are multiple retailers in an area, they most likely do not carry exactly the same products.” The company releases new products year-round. “Because indies are more nimble than large retailers, they often get a ‘first mover’ advantage with our products — carrying new items that other, larger retailers won’t consider until their next annual buying cycle.” Sodapup also partners with the ShopDot platform to expand what independent pet retailers can offer online.

Shane Somerville of Paddywack in Mill Creek, WA, appreciates all of the above and points to other ways Sodapup helps her compete. “They don’t require you to order items in multiples; you can fill special orders or to try a new style with minimal risk.” She appreciates how quickly Sodapup ships. “We can order on Monday and usually get it by the next Friday. That keeps our stock looking nice and makes customers with special orders happy, and helps us compete against Amazon and Chewy on turnaround time!” Finally, minimums for free shipping are low, about which Baker says, “This eats into our margins, but our No. 1 priority is to have retailers carry us in their stores.”

WEST PAW

Clear communication with independent brick-and-mortar pet retailers has been a core company value for West Paw since its founding in 1996. About the brand’s expansion beyond indie and franchise pet retailers into Petco, PetSmart and other big-box stores, Founder and CEO Spencer Williams says, “With each release, we held candid conversations with existing retailers in advance, even releasing interviews in trade publications out of respect and transparency. It is important to be honest and transparent about our intentions.”

Retailers appreciate the efforts and also that West Paw significantly limits which toys and treats the big-box stores can sell. Amy Wolf of The Dog Spot in Joseph, OR, said, “It’s important to me that West Paw does what it needs to do to be successful, and that includes being aware that us mom and pop shops need to differentiate.” Indies also say they piggyback on the wider brand awareness that presence in big-box stores can bring. Williams says, “Our expansion to larger pet chains is intended to build the brand and grow sales, which has allowed for consumers to grow in recognizing the West Paw brand in whichever store they choose to purchase. It is also our core belief that providing our U.S.-made, safe, recyclable toys in these larger retail environments gives more customers, who otherwise would not know about the quality products, the chance to purchase.”

He points to other ways his company prioritizes independent pet stores. “We listen to our indie retailers and have responded in 2025 in three ways: We offer them new product first before our larger retailers, we launched with regional distributors (with more on the way) to make ordering easier, and added a dedicated salesforce to help educate and grow programs. New for 2026, we also heard that costs are a challenge. West Paw will reduce pricing on top-selling SKUs at Global with our first price decrease, leveraging our more productive Montana-based factory. These investments are key to allow our retailers better cash flow, stable pricing, and greater ease of keeping in stock and selling West Paw products.”

FETCHING NEW PRODUCTS. Indies get first access to West Paw new releases.

DR. MARTY

Multiple PETS+ Brain Squad members praised Dr. Marty for the many ways it drives customers to independent brick-and-mortar pet stores — among them, a store locator on the company’s website, coupons redeemable in store, plus competitive pricing boosted by participation in Astro Loyalty. Jennifer Larsen of Firehouse Pet Shop in Wenatchee, WA, says, “Other companies need to follow this lead to ensure we are not competing against each other for the same guest.” Gary Huges of Gangsta Dog in Norfolk, VA, adds, “Dr. Marty sells direct, but only allows the 80-ounce bags to be sold in stores.” Customers shopping via drmartypets.com only have access to the smaller 12- and 16-ounce bags of food.

Founder Dr. Martin Goldstein places great value in the role indies play in his brand’s omni-channel strategy. “I have great respect for independent retailers because many have built real, long-standing trust within their communities. Pet parents often rely on them for personal guidance. We support that relationship by sharing educational materials and taking part in programs that help customers stay connected to the products they use. My goal is for indies to feel informed and confident speaking about our nutrition approach so they can continue being a meaningful resource for the families they serve.”

SHOP LOCAL. Marketing throughout drmartypets.com directs pet parents to brick-and-mortar pet stores in their area.

A PUP ABOVE

When A Pup Above ran social media ads in 2023 that directed pet parents to pick up samples in store and promoted discounts when shopping direct, that didn’t sit right with Jodi Etienne of Razzle Dazzle Doggie Boutique in Bradley, IL. “I hate the idea of local stores being used as a ‘showroom’ for products,” she says. Etienne reached out to the brand and quickly heard back from Co-Founder Javier Marriott. After the conversation, she says, “They changed their online marketing to include more about shopping local,” adding that their response helped build a strong partnership, with A Pup Above becoming her top fresh frozen food thanks to ongoing indie support. “The pets and customers appreciate and take advantage of the Astro offers and frequent-buyer program.” The brand continues to provide 1-pound samples, with Razzle Dazzle handing out 10 to 15 each month.

Co-Founder Ruth Stedman Marriott shares how independent brick-and-mortar pet stores fit into the company’s omni-channel strategy. “Independents are a priority channel for us, and we aim to be best-in-class partners. That means investing in training, sampling, promotional support and loyalty programs so our brand is top of mind when associates are recommending products to pet parents. We also take pricing consistency seriously to ensure independents are never disadvantaged versus online channels. Strong communication and fast response times, especially when concerns arise, are part of how we show up as a true partner, not just another vendor.”

STORE LOCATOR. A Pup Above gives its in-store coupons and store locator top billing online.

3TBRANDS

Maker of Tall Tails and Territory, 3TBrands shows its respect for the role independent brick-and-mortar pet retailers play in the industry in a variety of ways. Tall Tails products are not available on Chewy or in Walmart, Target, Petco or PetSmart. The lower price point Territory lines support the company’s broader channel strategy, but as Director of Marketing George Barton points out, “Across Tall Tails and Territory, we maintain a retailer-first approach. On our own DTC sites and Amazon, we raise MSRPs by 10-15% to ensure stores remain the best place for pet parents to purchase.” In 2024, Tall Tails became the first — and remains the only — toy brand to offer a frequent-buyer program on Astro Loyalty. Barton adds, “To help customers reach the free-toy threshold, Tall Tails offers bi-monthly Astro Offers such as ‘Buy 2, Get $5 Off’ and ‘Buy 1, Get 2 Punches.’” Territory launched on Astro in 2025, allowing indies to offer bi-monthly discounts across brands and in multiple categories. Barton says, “For example, last October, pet parents earned a free toy with any bed purchase across both brands.” Each has a store locator on its website.

Amy Shiek of Lucky Dogs in Skaneateles, NY, points to quality and promotional support as the reason why Tall Tails takes up 50% of her store’s toy wall and earns 45% of its toy sales. “We love Tall Tails, as a retailer and as dog parents. Customers take advantage of the Astro $ off toys or a free toy when multiples are purchased.”

FREE TOY! Free toys are just one of the incentives customers have for buying 3TBrands from indies.

FLUFF & TUFF

About Fluff & Tuff, Roxane Cann of The Dapper Hound in Mount Airy, NC, says, “In all of my personal shopping and exploring of big-box stores, I have yet to see the toys there, and that makes my heart happy.” Kerry Wezner, marketing manager for the company, confirmed that “You will never find our products in big-box stores because we value the personal relationships we build with small independent pet store owners and their teams.”

Fluff & Tuff also keeps indies in mind with its approach to e-commerce. “We do this very strategically and thoughtfully to ensure we never undercut our brick-and-mortar partners. We treat Amazon as a discovery tool rather than a primary sales engine. We offer a ‘slimmed-down’ SKU list through a few hand-picked, trusted resellers. Most importantly, these resellers maintain a higher iMAP than our retail partners, ensuring they always have the competitive edge.” Indies also get first access to all new toy launches. When selling direct to consumers, Fluff & Tuff adheres to its iMAP and never offers free shipping or discounts on its website.

“We recognize that not every dog owner lives near a boutique pet store. Our DTC and limited Amazon presence ensure these customers can still access Fluff & Tuff, while the higher margins from these sales help us offset the unknown fluctuation of tariff and supply chain costs and to reinvest in the special extras our retailer partners have come to love. We view our online sales as a way to support the brand’s health and reach underserved areas, but our heart — and our loyalty — remains firmly with the independent retailer.” The company website also gives its “Where to Buy” link top billing.

CHANDLER CHICKEN. Indies get first access to new Fluff & Tufftoys.

GREEN JUJU

Becci Scott of Fetching Dog in Scottsdale, AZ, appreciates that Green Juju prioritizes indies. “Through their website and brand messaging, they consistently emphasize ‘shop local first,’ offer a retailer locator, and encourage customers to find an independent store before purchasing direct. They are one of the only brands I hear promoting local retail partners in social media lives and posts.” In return, she says, “I give them my most prominent display, and we literally can’t keep Green Juju in stock.”

Founder Kelley Marian shares the love back. “Our independent brick-and-mortar retailers are the heart of our business. They’re the stores that accepted products out of the back of my pickup truck more than a decade ago — the ones who believed in my story, told it to their customers, and shared my passion for the greens that started this company. While we’ve grown well beyond my original delivery route, retailers across the country continue to share our mission of feeding fresh. They are trusted voices in their communities, guiding pet parents on how to best care for their animals. Nothing will ever replace the deep connection independent retailers have with their customers, and we are incredibly grateful that they choose to spend their few precious minutes with shoppers talking about Green Juju.”

Other ways the company supports indies: First access to new products, typically two months before DTC. Astro Loyalty offers and programs have no DTC equivalent. Green Juju does not compete on price; the free-shipping threshold remains intentionally high. Marian says, “Our goal with DTC has never been to compete with local pet stores, but simply to make our products available when a store isn’t conveniently located. We often say, ‘You’ll never get a deal shopping online with us, but it’s there if you need it.’”

CONGRATS! Green Juju regularly cheers on indie partners, like with its 2025 Retailer of the Year award, won by Julie Sterling.

AUSTIN AND KAT

Kat Donatello, founder and chief inspiration officer of Austin and Kat, shares her company’s channel strategy. “We believe brands have to be disciplined and competitive in today’s omni-channel landscape but in a way that strengthens, not undercuts, the independent retailer. We sell through independent pet retailers and also on our own website and Chewy. However, our strategic focus and primary investment is the independent channel.” Austin and Kat helps indies compete with e-commerce while maintaining a healthy margin and brand position through ongoing retailer and staff trainings; sell-through support such as shelf-ready collateral, quick-reference guides and merchandising materials; a dedicated wholesale portal with retailer resources, including the ‘Learn with Lilly’ series and retail.pet; national coverage through Right Way Reps; participation in Astro Loyalty; and consistent ISO and gap ISO programs, as well as distributor promotions.

Such sales tools have made Alison Schwartz of All Pets Considered in Greensboro, NC, a committed retail partner. “We absolutely love Austin and Kat. Not only do their products truly make a difference for pets, but the support they provide to our stores is exceptional. Kat personally visited both of our locations and took the time to understand how her brand could best support our team and our customers. Their partnership allows us to offer meaningful promotions and giveaways that set us apart from online competitors. We deeply value the transparency, integrity and quality behind every Austin and Kat product.”

FOR INDIES. The brand’s wholesale portal gives retailers the tools they need to compete.