WALK INTO ANY independent pet store and you’ll quickly notice something special: shelves lined with emerging brands you won’t see everywhere else.
These products are what make independents stand out. They offer fresh ideas, better quality, and real solutions for pets and their people.
Innovation thrives in the independent channel, with independents helping to build many a brand. But as more of these brands expand into D2C, grocery and big-box, independents face a pivotal moment. The question becomes: What to do when a brand we’ve championed shows up in PetSmart, Chewy or the supermarket aisle? Here’s my advice as the owner of Treats Unleashed and board president of IndiePet.
Shift to Experience
When this happens, the power dynamic changes. It’s no longer just about what’s in the bag or bottle — it’s about expertise, experience and trust.
Pet parents don’t walk into your store simply to buy food or get services. They come for your advice and the confidence that they’re making the right choice for their pet. That’s your edge, and no mass retailer can replicate it. So don’t panic. Instead, take control.
Make These 4 Moves
1. De-emphasize the Brand
- Scale back promotions for brands that shift their loyalty elsewhere.
- Cut weaker SKUs and keep only what sells.
- Redirect your energy toward brands that support independents and align with your mission.
2. Reallocate Shelf Space
- Showcase fresh, innovative brands that your customers won’t find at big-box stores.
- Use prime placement to highlight products that represent your values.
3. Refocus Your Marketing
- Shift staff picks, social features and promotions to the brands you want to grow.
- Tell the story: why these products matter and how they put pets first.
4. Lean Into Your Expertise
- Host events, workshops and one-on-one consultations.
- Be the go-to guide pet parents trust — not just a place to buy food.
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Choose Right
The upside of losing one brand is gaining space to bring in another. IndiePet board members recommend looking for this when evaluating new partners:
Brand Values & Mission
- Do they put independents first?
- Are they transparent, sustainable and health-driven?
- Ask peers about their experiences with the brand.
Profitability & Support
- Are margins strong enough to sustain your business?
- Do they protect you with IMAP pricing?
- Are training, samples and marketing available?
Product Quality & Innovation
- Are ingredients premium and traceable?
- Does the product solve a real problem for pets?
- Is there existing or growing demand in your market?
Distribution & Reliability
- Is the brand everywhere online?
- Can the brand deliver consistently as your business grows?
Category Gaps
- Are customers asking for it?
- Does it fill a hole in your assortment?
Embrace Your Real Power
Independent retailers don’t succeed by carrying every product. They succeed by curating the right brands loyal to them — and by pairing their products with expertise customers can’t get anywhere else.
Our deep product knowledge, ongoing training, and ability to translate complex nutrition and wellness information into clear, personalized guidance set us apart. Grocery stores may offer shelves of products, but they can’t match the conversations we have with pet parents daily.
When they want the very best for their companions, pet parents are not just looking for a product on a shelf — they’re looking for us: trusted advisors who know the brands, understands their pets’ needs and can guide them with confidence.
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