PetSmart Teams Up with Ellen DeGeneres to Launch Lifestyle Pet Brand Millennials Will Love


Last year, PetSmart opened up 60 new stores nationwide – today, they plan to open up even more. For North America’s leading pet specialty chain, expansion is the name of the game and this year, that begins with the launch of comedienne Ellen DeGeneres’ pet lifestyle brand, ED Ellen DeGeneres.

Her first venture into the pet industry sees DeGeneres collaborating with PetSmart to create an all new brand that pairs her proven design sensibility (this isn’t DeGeneres’ first time at the lifestyle brand rodeo) with the retailer’s expertise.

The 250-item, multi-year collection includes a dog line and a grooming line. Pet parents can rest assured their fur babies can live both comfortably and in style with ‘Nautical’, ‘Sport’ or ‘Love’-themed treat jars, bowls, toys, and pet beds or groom them to the nines with all natural, specially-formulated shampoo and fragrance spritzes. Items from the line, which will be carried in all 1,450 PetSmart stores, will run between the very affordable prices of $10 USD and $50 USD.

For PetSmart, this collection represents a growing need for pet parents, spurred primarily by the humanization of pets and premiumization of pet products. Translation: pet parents (millennials especially), are really into their pets. So much so, that they see them as household family members, and, as a result, want the very best (in products) for them.

“We are thrilled about this collaboration with the ED brand and Ellen, who shares our view that pets make us better people. She is passionate about pets, a tremendously creative design talent and people relate to her and love Ellen’s view on life. She is extremely relevant, especially among millennials, an important demographic that is moving into pet parenthood at a significant rate,” said Ted Passig, EVP of Buying and Sourcing for PetSmart. “Ellen’s unique ED design aesthetic has been brought to life in her work on home design, architecture and a range of human products – and we are excited to be working with her on her very first pet lifestyle brand.”

As the industry continues its upward climb – the market has grown by nearly a quarter billion since 2006, clocking in at a whopping $62.2 billion last year – we can of course expect to see more craft pet brands pop up, often, with products that mirror pet owner’s needs.

What can you do to stand out in the crowd? Keep your finger on the pulse of what pet owners are looking for, and make it easy for them to integrate their furry friends into their lifestyles.

Dayana Cadet

Dayana Cadet

Dayana’s love affair with writing spans all manner of content. As the Content Specialist at Hubba, connecting people to the things they love is where she thrives.

Follow her at @D_isforDayana
Dayana Cadet