Ready, Set, Fetch! Ellen DeGeneres Enters $62.2B Pet Market

With the pet market netting $62.2 billion, there’s no reason not to get in on the action.

This week, Ellen DeGeneres launched her very own pet brand line with PetSmart. Consumers can now have outfits branded with the talk-show host’s name, as well as buy home decor design options.

Although DeGeneres will no doubt receive her fair share of the profits, this product launch in particular may give PetSmart an added boost. In 2016, the national retailer opened 60 new locations, with plans to double that in 2017.

“A decade ago, Fido was in the dog house in the back yard. Then, he made his way to the mud room with a pet bed. Now, he’s right next to Mom and Dad in their bedroom,” said Mardi Larson, senior director of consumer, charitable and corporate public relations at PetSmart. Larson attributes the dog living evolution to the fact that 71 percent of pet owners sleep with their cuddly pets.

Through DeGeneres’ multi-year pet lifestyle collection, the initial plans are to start with a dog line and progress to a cat line later this year. The dog line includes various DeGeneres-inspired design themes, including Nautical, Love, Sport and an original “Scribble Dog” line-art sketch. From pet furniture to grooming products, the partnership between DeGeneres and PetSmart provides a range of offerings.

There’s no telling where the pet lifestyle industry will take businesses looking to capitalize on pet pampering. Giving pets the royal treatment via spa services may be next on the agenda for what retailers may offer.


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