Private label pet brand expands distribution reach

Dogness Corporation, a developer and manufacturer of both Dogness-branded and private label pet products, has announced an expansion of its distribution reach to include new regions. The warehouse retailer has also expanded the breadth of the Dogness product line it carries to include certain traditional products, which can be found at major retailers like Petco, PetSmart, Costco, Sam’s Club and more.

Founded in 2003, Dogness, based in Plano, Texas, makes products for cats and dogs, with a portfolio that includes smart products, hygiene products, health and wellness products and leash products. Nick Konat, chief marketing officer at Petco, discussed the growing private label pet category at the Jan. 19 Store Brands Industry Forum on Nonfood Innovation.

"Central to our overall expansion is our success at building deep, long-term relationships with our customers,” said Silong Chen, chairman and CEO of Dogness. “The Dogness brand has become synonymous with quality, as we develop the intelligent and traditional pet products customers want. Equally important, our investments in logistics and the supply chain have proven to be a valuable competitive advantage, as we continue to deliver the inventory needed on-time and as promised, helping to keep pet owners and their loved ones happy."