2024 Game Changers: Jennifer Kovacs, Petco
Sales of private label products across numerous categories saw strong growth in 2023, and retailers and suppliers alike are working to keep that momentum going. With consumer expectations for store brand products perhaps higher than ever, the pressure is on to bring to market high value products that meet the demands of today’s shoppers who are seeking quality and value.
RELATED: See the complete list of 2024 Game Changers honorees
The honorees in Store Brands 2024 Game Changers played a role in continuing to raise the bar in the world of private label. From the work of the six individuals honored this year to the products and programs developed by retailers and suppliers, the quality of store brand products now on the shelves are driving sales and giving shoppers additional choices at retail.
Jennifer Kovacs
Vice President of Design, Collaborations and Omni Experience
Petco
Jennifer Kovacs is at the forefront of Petco’s own brand innovation. In her role as vice president of Design, Collaboration and Omni Experience, Kovacs is credited by colleagues as using her experience with trendspotting and immersing herself in the lifestyle of customers. This has allowed her and her team to innovate and evolve Petco owned brands based on the ever-changing needs of shoppers.
Lauded as an expert when it comes to broader fashion and pet industry trends, Kovacs’ leadership has helped Petco continue to grow and differentiate itself by prioritizing owned brand innovation that evolves with the shifting needs of pets and pet parents.
Kovacs has been a leader in expanding Reddy, Petco’s lifestyle and fashion brand, which offers quality, functional and sustainably made products for dogs and cats. Using customer insights and data, Kovacs and her team have curated new collections such as Reddy Kitchen, a line of mealtime solutions made specifically for pets. This new line represents how Kovacs is continually working to address the needs of pet parents.
Responding to the evolution of pet nutrition in recent years, Kovacs and her team identified specific unmet needs when developing Reddy Kitchen. The result was a new line of multifunctional kitchenware products that include items for pet food storage, food preparation, mealtime and cleanup.
She is also credited with developing the EveryYay brand, which blends style and function for products ranging from dog and cat beds and bowls to dog crates and cat furniture. Other proprietary brands developed under her watch include YOULY and Leaps & Bounds.
