Celebrity Designers Expand Their Exclusive Line at PetSmart

Celebrity interior designers Nate Berkus and Jeremiah Brent expanded on the collection they launched exclusively at PetSmart last year by adding a line of products for cats and dogs in February.A dedicated endcap and an in-line display stock the 12 new Nate + Jeremiah for PetSmart SKUs, which range from a $14.99 ceramic pet bowl to a table-style crate cover priced at $79.99 to $159.99, depending on the size. In-line signage uses a “dining in fashion” message to spotlight the bowls along with handwoven anti-skid placemats and sealed jars meant to keep treats fresher longer.“Pet parents want to incorporate their pets into every part of their lives, and their living spaces are no exception,” Kristin Shane, PetSmart chief merchandising officer, said in a statement. “The expanded Nate + Jeremiah collection for cats and dogs delivers on pet parents’ desire for products that integrate seamlessly into their home design, at an affordable price point. These items are so unique and beautiful — we’ve found the right balance of our expertise in pet care on what products were missing from the category and what fabrics will hold up for these pets, and the design vision from Nate and Jeremiah to help elevate any space in a pet parents’ home.”The endcap signage includes a QR code that links to PetSmart.com, where a brand showcase spotlights the new SKUs and hosts a promotional video with the designers touting the dog and cat launch. Price signs link to the app for “buy now, pay later” platform Afterpay to make purchases in four interest-free installments. They also offer members of the Treats Rewards loyalty program 5X points on all brand purchases made through March 31.PetSmart promoted the Treats offer with a display ad. Facebook and Instagram updates supported the launch.“When we started our collection with small pets, everyone was asking when we were going to design for cats and dogs,” Brent said in a statement. “We’re very excited to finally share what we’ve been working on for the two most popular pets in the world.”