The U.S. pet industry continues to thrive, even during periods of economic uncertainty. While consumers may reduce spending in other categories, most pet owners continue investing in products that improve the health, happiness, and well-being of their pets.

For innovative pet product manufacturers, this creates an incredible opportunity.

However, if your company wants to achieve significant long-term growth, selling exclusively through your website or Amazon isn’t enough. Expanding into major pet retailers can dramatically increase your sales, brand awareness, and credibility.

The three retailers that should be at the top of your list are:

• PetSmart
• Petco
• Chewy

Learning how to sell to PetSmart, Petco, and Chewy requires much more than having a great product. These retailers receive thousands of product submissions every year and only approve a small percentage.

Fortunately, with the right preparation and retail strategy, your brand can dramatically improve its chances of success.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Do I need a distributor?

Not always. Some retailers buy directly from manufacturers, while others prefer working through distributors or manufacturer sales representatives.

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.