Digital Native Brand Pet Honesty Continues to Grow Retailer Footprint
Digital native pet supplement brand Pet Honesty has again expanded its national retailer presence to 7,000 stores, up from 5,000 stores in May when it launched at Tractor Supply, Pet Supplies Plus and hundreds of independent pet stores.
Pet Honesty’s latest retailer partnership, however, is with PetSmart, making the brand’s products available at the top three pet retailers in the U.S., which also include Petco and Pet Supplies Plus.
Pet Honesty, which celebrates its five-year anniversary this summer, made its first foray into the brick-and-mortar space through an exclusive partnership with Petco Health and Wellness Co. in 2022. The Austin, Texas-based startup launched at 1,500 Petco stores as well as on the retailer's website after initially growing by selling the pet vitamins on its own website as well as on sites such as Amazon.com and Chewy.com.
While Pet Honesty's growth began with dog health supplements, the brand has expanded its focus to include cat health supplements, according to a media release. PetSmart is the brand’s first retail partner to deploy displays of Pet Honesty's cat supplements, which include calming, hairball support and hip + joint health. These supplements include treats with "dual texture," designed to deliver active ingredients while appealing to even "the most finicky cats," per the release.
PetSmart also offers a range of Pet Honesty’s "fan favorite" dog health supplements in a soft chew format, such as daily multivitamins and targeted supplements for digestion, calming, hip + joint, skin and allergy support.
Pet Honesty Milestones
Given its latest retailer partnership/expansion, Pet Honesty has outlined five milestones it has reached since its launch five years ago in honor of the brand's anniversary. According to Pet Honesty, the brand has:
- Earned over 110,000 five-star reviews online from pet parents.
- Grown from two employees in 2018 to 47 full-time employees in 2023.
- Donated in-kind (non-monetary) donations valued at $1.05 million to 130 non-profit pet organizations in 36 states, increasing annual donations in conjunction with the brand's sales growth.
- Introduced over 50 pet supplements and health products through the lens of the Pet Honesty Pledge, including increasing its investment in cat health.
- Expanded from an exclusively e-commerce brand to available in 7,000 stores nationwide.
"Pet Honesty's partnership with leading pet retailers is based on shared values and charitable commitments to pets,” Richard Greenberg, CEO of Pet Honesty, said in the release. “As pet parents trust and rely on leading pet retailers to offer convenient access to the best pet health options, both in-store and online, we are honored to be selected as a featured brand to meet the demand for natural, high-quality supplement ingredients, a pledge to avoid harmful additives, and label transparency."