Celebrity Designers Create Exclusive Line for PetSmart

Celebrity interior designers Nate Berkus and Jeremiah Brent have launched a collection of products for fish, reptiles and small mammals exclusively at PetSmart. Nate + Jeremiah for PetSmart comprises 41 SKUs ranging from $4.19 pumice small pet chews to $209.99 oak and mahogany stands for aquariums and terrariums. The collection is merchandised on a dedicated endcap and in-line display that also shows off private label Top Fin aquariums. QR codes direct shoppers to a brand showcase within PetSmart.com and to use “buy now, pay later” platform Afterpay to make the furniture purchases in four interest-free installments. "We'll do anything for pets and, with this new collection, pet parents won't have to sacrifice their personal aesthetic to provide a wonderful home for them," Stacia Andersen, PetSmart executive vice president and chief customer officer, said in a media release. "We see pet parents taking greater interest in integrating their pets into their homes, and by bringing together Nate and Jeremiah and our unmatched expertise in pet care, we've created a line that is every bit as beautiful as it is functional. We hope to inspire people to share their living spaces with the pets they love and make their habitats the statement piece in the room." PetSmart promoted the launch with posts across Facebook, Twitter, Instagram and YouTube. Berkus plugged the collection on his blog, and both designers touted it on their own social media feeds. "We wanted to create a collection for PetSmart that helps bring people and pets even closer together," Berkus said in the release. "Our design philosophy is rooted in making spaces feel warm and inviting. With this collection, our hope is that we've been able to give pets the same level of functionality and style as their pet parents." Berkus is no stranger to retailer collaborations, having previously launched exclusive collections for Linens 'n Things in 2006 and Target in 2012.

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