The Ultimate Guide to Pet Product Distribution for Brands

Pet brands seeking distribution– this one’s for you!

We’ve seen questions surrounding this topic pop up quite a bit in the Pet Boss Nation world, so we decided to lay it alllll out in a blog post for you (with part TWO for buyers coming soon!)

Maybe your pet brand is already making waves on your website or Amazon, but now you’re dreaming of seeing your products on every pet store shelf from coast to coast. Buckle up because we’re about to take a deep dive into the wild world of pet product distribution.

Why might you seek distribution for your pet brand?

Picture this: You’re a small but mighty pet brand. You’ve been hustling in this pet business, selling directly to pet parents who can’t get enough of your stuff. But now you’re thinking, “How do I get my awesome products into more stores without cloning myself or hiring an army?”

Enter:The magical world of distribution! 🪄

The Catch-22 of pet brands and distribution.

Here’s where it gets a bit tricky… Many brands assume distributors are the golden ticket to getting their products into stores. Meanwhile, distributors are taking a big risk by buying pallets upon pallets of your product, so they need to be sure there’s a demand for your brand.

So, what’s a pet brand to do? Ideally, you want to strut into a distributor’s office (virtually, of course) with some retail relationships already in your pocket. It’s like saying, “Hey, look! Stores already love us. You want in?!”

How To Present Your Pet Brand’s Proven Track Record

The magic often happens when a brand has already started selling wholesale to retailers in a specific region, city, or state. This creates a ripple effect:

✔️ Retailers start asking distributors for your product.

✔️ Distributors see a proven sales record.

✔️ Distributors are more likely to take a chance on your brand.

Remember, while distributors might occasionally take a gamble on a totally new product, they’re much more likely to bite if you can show them the money (or at least the potential for it!)

Pros and Cons of Distribution For Your Pet Brand

Let’s start with the good stuff– the pros:

👍 You’ll reach more stores. Distributors can get your products into places you’ve only dreamed of, from small independent shops to big-box retailers.

👍 Less paperwork! Dealing with fewer customers means more time for product development (or more time working on your professional development inside one of our Pet Boss Nation® programs!)

👍 Goodbye, shipping nightmares. Say farewell to individually bubble-wrapping each dog toy. Distributors handle the logistics of getting your products to retailers.

👍 Your brand becomes a retailer’s best friend (besides their pet). Stores can order just a few of your items along with their regular stock, making it easier for them to try out new products without a huge commitment.

👍 Hello, national coverage! Some distributors have a nationwide reach, potentially putting your products in stores across the country.

Now, inevitably, the cons:

👎 You’ll cut down your profit margins. Distributors take a cut, typically 15-30% of the wholesale price. It’s the cost of doing business, but it can take a bite out of your profits.

👎 You’ll have to let go of the leash a bit. Once your products are in the distributor’s hands, you have less control over how they’re handled and presented to retailers, including when a product gets a bit banged up in the warehouse.

👎 Competition increases. You’ll be competing with other brands for attention in the distributor’s catalog and warehouse space.

👎 You might have to make it exclusive. Some distributors might want you to sign on the dotted line for exclusivity or long-term commitments. Make sure you’re ready for that level of commitment!

👎 Be prepared for a long game! Building relationships with distributors can take time – we’re talking months or even years. Patience is key!

How to find the right distributor for your pet brand.

Finding the right distributor involves research, so make sure you’re prepared to set aside time for this important step. Don’t worry—Pet Boss Nation is here to show you where to start sleuthing to find the right fit!

A good place to start is PIDA.org (Pet Industry Distributors Association). They have a fantastic “Find a Distributor” directory that’s a treasure trove of information.

Next up, some Google sleuthing. Don’t forget the power of a good old Google search to uncover some hidden gems. Make yourself a list of potentials and then…

It’s time to stalk (professionally, of course!) Look for:

Brands they currently carry
Any “How to Become a Vendor” information
The overall product mix to see how your items might fit in

You can also consider attending a pet industry trade show. They’re like speed dating for brands and distributors! Here is a list of some of our must-attend events (but SuperZoo and Global Pet Expo are top contenders for this specifically!)

If you have a booth at a trade show, add a sign that you’re looking for distribution. Take advantage of every chance to network with distributor sales reps, and of course, BE PREPARED! Have samples, marketing materials, and your elevator pitch ready to go. Maybe you won’t find a deal on the spot, but you’re planting seeds that you can potentially sow later on.

Next, make sure you’re subscribed to pet industry trade publications. You’ll often find distributor ads and get a feel for market trends. Here’s a list of our favorites!

Lastly, you know we love a good “community over competition” moment. Chat up your neighborhood pet stores. They might be willing to share info about their preferred distributors!

How to plan for margins and mix when working with a distributor for your pet brand.

Let’s talk about the money first!

Distributors usually take a 15-30% bite out of your wholesale price. It’s like paying for a really sought-after pet sitter – it hurts the pocket a bit, but it’s worth it for the peace of mind and expanded reach.

When pricing your product, factor in this additional cost to ensure you’re still making a profit. It’s all about finding that sweet spot where everyone – you, the distributor, and the retailer – can make money.

Next, how do you know your product is a good fit for distribution?

Think about how your product fit into the mix with the distributor’s current lineup:

Dog food, treats, and toys? Usually a slam dunk for distribution.
Dog beds, dishes, or the latest in canine fashion? Might be a tougher sell through traditional distribution channels.
Consider your product’s shelf life. Nobody wants kibble that’s older than their pet!

Distributors are often looking for products that:

Have a long shelf life.
Are easy to ship and store.
Have proven demand or fill a unique market niche.

More to consider when exploring distribution for your pet brand:

🐾 Be prepared to provide free samples or coupons to help distributors promote your product.

🐾 Some distributors might ask for brand representatives to do store visits or tours. Factor in potential travel costs.

🐾 Offer product training to the distributor’s sales team. The better they understand your product, the better they can sell it.

🐾 Have high-quality marketing materials ready to go. This might include product sheets, promotional images, and even video content.

🐾 Be prepared to discuss minimum order quantities, lead times, and inventory management strategies.

A quick wrap-up of distribution for pet brands:

Getting into distribution can be a golden ticket for your pet brand, but it takes patience and strategy. Do your homework, put your best paw forward at trade shows, and remember – building relationships with distributors is a marathon, not a sprint.

The pet industry has more pet parents than ever looking for high-quality, innovative products for their best friends. By leveraging the power of distribution, you can get your amazing products into more hands than ever before.

Every big pet brand started somewhere! With persistence, a great product, and the right distribution strategy, your pet brand could be the next household name.

Learn more with us!

Need 1:1 support to make massive action now? Book a discovery call with us to see if working 1:1 with Candace is the right fit for you.