Walk into any independent #petstore, and you’ll immediately spot what makes it special: shelves stocked with up-and-coming brands you won’t find just anywhere. These products are the store’s secret sauce—they bring fresh ideas, better quality, and real solutions for pets and their owners.
Independent retailers are where innovation thrives; we’re the ones who help build many of these brands from the ground up. But lately, more and more of these brands are branching out—moving into D2C (direct-to-consumer) models, grocery stores, and big-box chains like PetSmart or Chewy. For independents, this is a pivotal moment. The question becomes: What do you do when a brand you’ve championed, promoted, and built loyalty around suddenly shows up in mass retailers? As the owner of Treats Unleashed and board president of IndiePet, here’s my advice.
Shift Your Focus to Experience—That’s Your Unbeatable Edge
When a brand expands beyond independents, the game changes. It’s no longer just about what’s in the package—it’s about the expertise, experience, and trust you bring to the table.
#Pe parents don’t walk into your store just to buy food or gear. They come for your advice, your insights, and the confidence that they’re making the best choice for their furry family member. That’s your superpower—and no big-box retailer or online store can replicate it. So don’t panic. Instead, take control by doubling down on what makes you irreplaceable.
Make These 4 Strategic Moves
1. De-Emphasize Brands That Shift Loyalty
- Scale back promotions for brands that no longer prioritize independents.
- Cut underperforming SKUs and keep only the items that still sell well.
- Redirect your time and energy toward brands that support independents and align with your store’s mission.
2. Reallocate Shelf Space to Fresh, Exclusive Finds
- Showcase new, innovative brands your customers can’t pick up at big-box stores.
- Use prime shelf real estate to highlight products that reflect your store’s values (think sustainability, #pethealth, or local roots).
3. Refocus Your Marketing on the Brands You Want to Grow
- Feature these brands in staff picks, social media posts, and in-store promotions.
- Tell their stories: Why do these products matter? How do they put pets first? Customers connect with purpose, not just products.
4. Lean Into Your Expertise (It’s What Sets You Apart)
- Host events, workshops, or one-on-one consultations—whether it’s a nutrition Q&A, a puppy training session, or a product demo.
- Position your store as the go-to guide for pet parents, not just a place to buy supplies.
Choose New Brands Wisely
Losing one brand opens up space to bring in another—one that’s loyal to independents and aligns with your store’s goals. IndiePet board members recommend evaluating potential new partners with these key factors in mind:
Brand Values & Mission
- Do they prioritize independent retailers?
- Are they transparent about their practices, committed to sustainability, and focused on pet health?
- Ask fellow independent retailers about their experiences with the brand.
Profitability & Support
- Are the margins strong enough to sustain your business?
- Do they protect you with IMAP (Internet Minimum Advertised Price) policies?
- Do they offer training, product samples, or marketing support to help you succeed?
Product Quality & Innovation
- Are ingredients premium and traceable?
- Does the product solve a real problem for pets (e.g., sensitive stomachs, anxiety, or joint health)?
- Is there existing or growing demand for this type of product in your market?
Distribution & Reliability
- Is the brand over-saturated online (meaning customers can buy it cheaper elsewhere)?
- Can the brand deliver consistently, even as your business grows?
Category Gaps
- Are your customers asking for this type of product?
- Does it fill a hole in your current assortment (e.g., grain-free treats, eco-friendly toys, or senior #petproducts)?
Embrace Your Real Power as an Independent Retailer
Independents don’t succeed by carrying every brand on the market. We succeed by curating the right brands—ones that are loyal to us—and pairing those products with expertise that can’t be found online or in big-box stores.
Our deep product knowledge, ongoing training, and ability to turn complex nutrition or wellness info into simple, personalized advice? That’s what makes us irreplaceable. Grocery stores might have shelves full of pet products, but they can’t match the one-on-one conversations you have with pet parents every day.
When #petowners want the very best for their companions, they’re not just looking for a product—they’re looking for you: a trusted advisor who knows the brands, understands their pet’s unique needs, and can guide them with confidence.
At the end of the day, brands may come and go, but the trust and expertise you build with your customers? That’s forever. And that’s your greatest asset.
Source: Pets+ Mag