The U.S. pet industry continues to be a significant opportunity for innovative product manufacturers, with pet owners consistently investing in products that improve the health, comfort, happiness, and everyday lives of their pets. For brands looking to expand beyond their own website and online marketplaces, selling through major pet retailers can provide access to a much larger customer base, increased brand credibility, and the potential for significant retail sales volume.
PetSmart, Petco, and Chewy should be on the radar of any pet product manufacturer looking to build a national retail presence. However, getting your product approved by these retailers is highly competitive. Having a great product is only the starting point — you also need the right pricing and margins, retail-ready packaging, reliable inventory and fulfillment capabilities, compelling marketing support, and a pitch that clearly demonstrates why your product deserves a place in the retailer’s assortment.
In this 2026 vendor guide, we’ll walk you through the key steps for selling your product to PetSmart, Petco, and Chewy — from determining whether your brand is a good fit and preparing for retail to identifying the right buyer, making your pitch, navigating the vendor process, and positioning your product for long-term success. Or, listen to our latest podcast on this very subject.
Key Takeaways
- There are two vendor routes and the search results point at the wrong one. Merchandise vendors sell products the retailer resells. Indirect vendors supply the retailer’s own business. Only the first reaches a category merchant.
- Setting up a one-sku brand at PetSmart is as difficult as setting up a 100-sku brand, so the effort of onboarding is fixed and a single product has to carry all of it.
- Retail readiness in this category is specific. GS1 UPC barcodes, product liability insurance, professional retail packaging, competitive wholesale pricing, manufacturing capacity, and stock available to fill a large purchase order.
- Consumables carry regulatory weight. If you sell food, treats or supplements, confirm the federal requirements and the state-level registration rules before you pitch, not after.
- Many large retailers operate on Net 60 or Net 90 payment terms, and the clock starts at the invoice. Plan the cash flow from materials to payment before you accept a first order.
- The three retailers are not one decision. PetSmart, Petco and Chewy buy differently, and the right first door depends on whether your product needs to be seen, whether you can fulfill, and whether it is a repeat purchase.
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Why Sell Through PetSmart, Petco, and Chewy?
Landing one of these retailers can transform your business.
Benefits include:
- National brand exposure
- Increased sales volume
- Greater consumer trust
- Opportunities with additional retailers
- Stronger relationships with distributors and sales representatives
Many retailers also view placement at one of the “Big Three” as proof that your brand has been professionally vetted.
Merchandise Vendor or Indirect Vendor, and Why This Catches People Out
There are two completely different ways to be a vendor to a pet retailer, and search results on this topic will hand you the wrong one first. Getting this right at the start saves weeks.
Merchandise vendor. This is the one a pet product brand wants. A merchandise vendor sells products the retailer buys, puts on a shelf or a website, and resells to pet owners. The decision sits with a category merchant or buyer who owns an assortment and is measured on how that assortment performs. Everything else in this guide, from retail readiness to the buyer presentation to the terms negotiation, lives inside this relationship.
Indirect vendor. An indirect vendor supplies goods and services the retailer’s own business consumes rather than resells. Store fixtures, uniforms, cleaning supplies, facilities work, professional services, technology. It is often labeled goods not for resale. This route runs through procurement, and procurement has no path to a category merchant. Registering here does not put your product in front of anyone who can buy it for the shelf.
This matters because the official pages ranking highest for searches about getting a product into PetSmart are the indirect vendor pages. A brand that follows them in good faith completes a supplier registration, waits, and hears nothing, because the process it entered was never connected to merchandising in the first place. If the page in front of you uses the words procurement, sourcing, or goods not for resale, close it and look for the category merchandising route instead.
One further distinction, because it comes up constantly: selling live animals to a pet retailer is neither of these. It runs through a separate program with its own sourcing and welfare requirements. If you supply services, fixtures or equipment to the retailer’s own operation, the indirect vendor route is genuinely the right one for you. If you sell a product a pet owner takes home, keep reading.
Understand Each Retailer’s Buying Strategy
Before contacting a buyer, understand what makes each retailer unique.
PetSmart
PetSmart is North America’s largest specialty pet retailer with thousands of stores throughout the United States and Canada.
The company positions itself as a complete destination for pet owners by combining products with services including:
- Grooming
- Veterinary care
- Training
- Boarding
- Day camp
Products that appeal to a broad audience, offer strong value, and support everyday pet ownership typically perform well at PetSmart.
Petco
Petco has transformed itself into a health and wellness retailer.
Today’s merchandising strategy emphasizes:
- Premium nutrition
- Clean ingredients
- Natural products
- Sustainable solutions
- Preventive pet health
If your product promotes healthier pets or supports sustainability, Petco may be an excellent retail partner.
Chewy
Chewy has become the leading online pet retailer through exceptional customer service and convenient AutoShip programs.
Unlike traditional retailers, Chewy can carry a much larger assortment of products because it isn’t limited by physical shelf space.
However, Chewy expects suppliers to excel in:
- Fast fulfillment
- Inventory management
- Packaging durability
- Customer satisfaction
Products that ship efficiently and generate positive online reviews are often the best fit.
Chewy is a different kind of decision from the other two. It is an ecommerce relationship first, which means content, images, subscription fit and fulfillment matter in ways a shelf conversation does not, and there is no planogram to displace. A brand with fulfillment capability and a repeat-purchase product often gets further there first, then uses the data in a PetSmart or Petco conversation.
PetSmart, Petco and Chewy Compared For a New Brand
The three are usually described one after another, which makes them sound like three versions of the same opportunity. They are not. They run on different buying models, ask for different operational capabilities, and are trying to be different things. Where a new brand should start depends on which of those demands it can actually meet today.
| PetSmart | Petco | Chewy | |
| Where a new brand starts | Merchandising contact | Prospective vendors route | Vendor or marketplace application |
| Primary channel | Stores and website | Stores, services and website | Ecommerce |
| What has to be right first | Packaging and shelf presence | Packaging and category fit | Content, images and fulfillment |
| Best fit product | Impulse and considered purchases | Considered and services-linked | Repeat-purchase consumables |
| Onboarding effort | Fixed, whether one sku or many | Fixed, whether one sku or many | Tied to catalog setup |
| What a placement proves | Shelf performance | Shelf performance | Online demand and repeat rate |
Start with Chewy if your product survives parcel shipping on its own and your case is built on reviews and repeat purchase. Start with Petco if the product’s argument is health, ingredients or sustainability and you can support that claim under scrutiny. Start with PetSmart if the product needs to be seen and handled, and you have the inventory and fulfillment capability to hold a facing in a chain that will not tolerate an empty peg for long.
Step 1: Make Sure Your Product Is Retail Ready
One of the biggest mistakes product companies make is approaching retailers before they’re ready.
Before contacting buyers, verify that your business has:
- GS1 UPC barcodes
- Product liability insurance
- Professional retail packaging
- Competitive wholesale pricing
- Reliable manufacturing capacity
- Inventory available to fulfill large purchase orders
If you’re selling consumable products, ensure all applicable FDA regulations have been satisfied.
Retail buyers want confidence that adding your product presents minimal operational risk.
Compliance for Pet Products, and What Gets a Submission Stopped
Pet is a regulated category, and which rules apply depends on what your product is rather than on which retailer you are pitching. Sorting this out before a buyer says yes is the difference between a launch and a stall, because a merchant who has agreed to stock you and then discovers a registration is missing will move on to the next item on their list.
Consumables: food, treats and supplements. Federal requirements apply to what the product contains, how it is labeled and how it is manufactured. On top of that, many states operate their own registration or licensing requirements for products sold within that state, which means national distribution can mean multiple separate filings. Confirm current requirements with the relevant federal regulator and with every state you will be sold in, and ask the retailer for its own vendor requirements in writing, because they are often stricter than the law.
Toys and hard goods. Expect to show safety testing from a recognized laboratory, and expect the retailer to specify which standards it accepts. Choke hazard, small parts, durability and material safety are the usual areas, and size or breed guidance on the pack is part of it. Keep the reports current, because retailers ask for them again at reset and during any supplier audit.
Anything making a health, dental or behavioral claim. The claim itself is the regulated part. If the pack says the product supports joints, cleans teeth or calms an anxious dog, you need substantiation you can produce on request, and the exact wording matters as much as the evidence behind it. Retailers carry the risk of claims made on their shelves, and their legal review is frequently the step that changes your artwork.
Products applied to an animal or its environment. Flea and tick treatments, repellents, sanitizers and some grooming chemicals can fall under a different regulator entirely from food or toys, with their own registration and labeling regime. Find out which agency owns your product before you print anything, then confirm what the retailer requires on top of it.
Two checks are worth making early in all four groups. Confirm the current requirements directly with the regulator rather than with a contract manufacturer who says it is handled, and get the retailer’s own vendor compliance documentation before you build packaging. Requirements change, and the version sitting in a folder from a previous launch is not evidence.
Step 2: Build a Retail Buyer Presentation
Retail buyers care about one question:
Will this product increase category sales and profitability?
Your presentation should quickly answer that question.
Include:
- Company overview
- Product benefits
- Unique selling proposition (USP)
- Market opportunity
- Competitive advantages
- Consumer demand
- Retail pricing
- Wholesale pricing
- Sales history
- Marketing support
- Manufacturing capabilities
If your products have strong Amazon sales, excellent reviews, Kickstarter success, or growing direct-to-consumer sales, highlight those accomplishments.
Buyers want evidence that customers already love your products.
Step 3: Find the Right Buyer
Sending a general email to customer service rarely reaches the correct person.
Instead, identify the appropriate Category Manager or Buyer responsible for your product category.
For example:
- Dog Toys
- Cat Litter
- Pet Supplements
- Bird Accessories
- Aquatics
- Small Animal Products
LinkedIn is one of the best resources for identifying retail buyers.
You should also consider platforms like RangeMe, where many retailers actively search for innovative brands.
Pro Tip: Use the merchandising contact route rather than general customer service, and name the exact subcategory in the subject line. General inquiries land with teams who have no way to route a product pitch, which is why brands report months of silence from an address that was never going to reach a merchant.
Step 4: Write an Effective Buyer Introduction
Your first email should be brief and compelling.
Include:
- A clear subject line
- One sentence introducing your company
- Your product’s unique benefit
- Why it fits the retailer
- A request for a meeting or product review
Avoid sending lengthy emails.
Your goal is simply to generate enough interest to secure the next conversation.
Pro Tip: Put your sell-through number in the first sentence, not the third paragraph. Units per store per week, or units per month on your own site with the traffic figure beside it, is the only thing in a cold email a pet merchant cannot get anywhere else. Everything else about your product they can see from a photograph.
Step 5: Prepare for the Buyer Meeting
Receiving a meeting means you’ve already accomplished something many brands never achieve.
Now it’s time to prove your business can support a national retailer.
Expect questions about:
- Manufacturing capacity
- Inventory availability
- Lead times
- Freight capabilities
- Product margins
- Marketing plans
- Promotional support
Retail buyers also want suppliers who actively drive consumer demand.
Show how you’ll support the launch through:
- Social media
- Influencer marketing
- Email campaigns
- PR
- Retail advertising
- Trade shows
- Consumer promotions
The more demand you create, the more successful the retail launch becomes.
Step 6: Negotiate Retail Terms
Once a retailer decides to move forward, negotiations begin.
Pay close attention to:
Wholesale Pricing
Your wholesale pricing must provide enough margin for both your company and the retailer.
Payment Terms
Many large retailers operate on Net 60 or Net 90 payment terms.
Ensure your cash flow can support delayed payments.
The Cashflow Gap Between the Purchase Order and The Payment
Net 60 and Net 90 is one line in a term sheet and the most dangerous number in a first retail order. The risk is not the term itself. It is that the term starts later than founders expect, and it stacks on top of everything you have already paid for.
Money leaves the business in a fixed order and none of it waits for the retailer. You pay a deposit on materials, then the balance on production, then freight, then often warehousing while the goods sit waiting for a delivery appointment. Only then do you ship, and only then do you invoice. The payment clock starts at the invoice, not at the purchase order, so the real wait is your manufacturing and shipping lead time plus the term. If chargebacks are assessed for a late delivery or a labeling error, they come off that same invoice, so the amount that finally arrives is smaller than the one you planned around.
The sequence, in order:
- The retailer issues the purchase order. No money moves.
- You pay the deposit on materials and components.
- You pay the balance on the production run.
- You pay inbound freight, plus warehousing if the delivery window is not immediate.
- You deliver into the distribution center against the routing guide.
- You invoice. The payment term begins here, not earlier.
- Deductions and chargebacks, if any, are applied against that invoice.
- Payment arrives.
- The reorder arrives, often before step 8, and the cycle starts again on your money.
Step 9 is the one that catches brands off guard. A product that sells well generates a second purchase order before the first has been paid, so success widens the gap rather than closing it. Brands bridge it with a line of credit, purchase order financing, invoice factoring, or negotiated terms with their own manufacturer. Every one of those carries a cost, and that cost has to come out of the margin you agreed with the buyer rather than out of a hope that volume will absorb it. Price the financing into your wholesale number before you sign, because the wholesale number is the thing you will not get to change later.
| Step | Cash direction | What decides the timing |
| Materials and components | Out | Supplier terms and minimum order quantities |
| Production run | Out | Manufacturing lead time |
| Freight and warehousing | Out | Origin, mode and storage needed |
| Shipment to the retailer | Out | The retailer’s routing and ship window |
| Invoice raised | Neither | When the shipment is received and accepted |
| Payment received | In | The agreed term, often Net 60 or Net 90 |
| Deductions applied | Out | Compliance, allowances and returns |
Marketing Allowances
Retailers may request funding for:
- Promotions
- Digital advertising
- New item launches
- Seasonal merchandising
Return Policies
Understand exactly how returns, damaged goods, and unsold inventory will be handled before signing any agreement.
Successful negotiations create profitable long-term partnerships for both parties.
Pro Tip: Negotiate the whole package in one conversation, not wholesale price first. Wholesale pricing, payment terms, marketing allowances and return policy interact, and a brand that agrees on a price before knowing the allowance and the return terms has agreed to a margin it has not calculated yet.
Step 7: Support Your Retail Launch
Getting approved isn’t the finish line—it’s just the beginning.
Many products fail because manufacturers assume the retailer will do all the marketing.
Instead, announce your retail launch through:
- Email newsletters
- Social media
- Influencer partnerships
- Press releases
- Website updates
- Retail locator pages
You should also provide retailer education materials so store associates understand your product’s key benefits.
Well-informed employees often generate more sales.
Pro Tip: Plan for onboarding to take the same effort whether you launch one product or ten. Since the setup work does not shrink for a single item, go in with the widest range the buyer will accept rather than the safest single sku, and make sure the range shares packaging, case packs and logistics so the second item costs you almost nothing to add.
Step 8: Monitor Performance and Grow
The most successful brands constantly monitor retail performance.
Review:
- Sales by SKU
- Geographic performance
- Inventory levels
- Consumer reviews
- Return rates
- Retailer feedback
Use this information to improve packaging, refine product messaging, introduce new products, and strengthen your retail partnership.
Retail buyers appreciate suppliers that proactively solve problems.
Common Mistakes Pet Product Brands Make
Avoid these common pitfalls:
- Contacting buyers before becoming retail ready
- Having unrealistic pricing expectations
- Weak retail packaging
- No marketing support
- Inadequate inventory
- Ignoring retailer requirements
- Failing to follow up professionally
Avoiding these mistakes alone can significantly improve your chances of success.
Frequently Asked Questions
How do I get my pet product into PetSmart?
Prepare a professional retail sales presentation, ensure your product is retail ready, identify the correct category buyer, and demonstrate strong consumer demand. If you want to sell your pet products directly through PetSmart stores or PetSmart.com, you’ll need to contact PetSmart’s merchandising team to pitch your product at Merchandising2@PetSmart.com.
How do I become a supplier for Petco?
Petco looks for innovative products that align with its health and wellness strategy. Brands should have retail-ready packaging, competitive pricing, and a reliable supply chain. If you want to sell your pet products directly through Petco stores or Petco.com, you’ll need to create a customer profile on Rangeme.com, RangeMe is an online platform that makes it easier for Petco to discover new products. Once you create a vendor profile, your product is matched with the appropriate retail buyer. If they are interested, they will contact you for more information. To get started, visit this link: https://www.rangeme.com/petco.
How do I sell products on Chewy?
Chewy evaluates suppliers based on product quality, customer demand, fulfillment capabilities, and operational reliability. Products must also ship efficiently and withstand parcel delivery. You can start selling your pet brand’s products to Chewy by applying through the Chewy Partner Hub. Unlike open online marketplaces like Amazon, Chewy acts primarily as a traditional retailer or drop-ship partner rather than an open third-party platform.
Do I need a distributor?
Not always. Some retailers buy directly from manufacturers, while others prefer working through distributors or manufacturer sales representatives. If you only have a handful of items to offer a retailer, it’s best to use a distributor. Setting up a one-sku brand at PetSmart is as difficult as setting up a 100-sku brand.
What pet products are in high demand?
Demand is best read from the shelf and the site rather than from a list. Walk the aisle and note which subcategories have grown facings, which have added premium tiers, and where the retailer has launched its own brand, because that is where it sees volume. A merchant will still want your evidence of demand, not the category’s.
Is selling pet products profitable?
At retail it depends on what survives the terms, not on the wholesale price. Take your wholesale price, then subtract marketing allowances, return provision, compliance costs and the cost of financing the gap between shipping and being paid on Net 60 or Net 90 terms. Model that before you agree on a price.
Can you sell animals to Petco?
Live animal supply is a separate program from merchandise vending, with its own requirements and its own contacts. This guide covers merchandise, meaning products the retailer buys and resells. If you make pet food, treats, toys, accessories or health products, the merchandise vendor route is the one you want.
Final Thoughts
Learning how to sell to PetSmart, Petco, and Chewy takes preparation, persistence, and a well-planned retail strategy.
These retailers receive thousands of product submissions every year, but manufacturers that arrive with retail-ready products, compelling consumer demand, and a strong marketing plan dramatically improve their chances of success.
If you’re ready to bring your product into major retailers but need help navigating the process, Retailbound can guide you every step of the way. Schedule a free consultation with one of our retail experts and discover how to get your product retail-ready, connect with the right buyers, and drive long-term retail growth.
About the Author
Yohan Jacob is the President and Founder of Retailbound, a retail channel management consultancy that helps brands launch and scale their products in major retailers across North America.
Retailbound bridges the gap between product creators and retailers—offering services like retail strategy development, buyer engagement, sales management, and channel marketing support. Whether you’re a startup or an established brand, Retailbound provides expert guidance to help you increase retail presence, build buyer relationships, and drive sustainable growth.
