Woof, functional wellness pet brand, has announced their expansion into PetSmart stores across the United States. The company’s flagship product, the Pupsicle, along with Refill Pupsicle Pops and Treat Trays, will now be available in over 1600 PetSmart locations and on the PetSmart website.
This move follows a year of strong growth for Woof, which previously focused on direct-to-consumer sales. The company, which now has a presence in over 5000 retail locations, is tapping into trends like animal wellness and pet humanisation with products designed to improve dogs’ health and play.
“Our goal is to create innovative products that make life easier for dogs and their owners,” said Daniel Haarburger, CEO and Founder of Woof. “Partnering with PetSmart helps us reach more consumers and offer safer, healthier play solutions for pets.”
The Pupsicle, which won the 2024 Pet Innovation Award for Dog Toy of the Year and was named an honorable mention in TIME’s 2024 Best Inventions list, is at the center of Woof’s product range. The company aims to provide dog owners with enrichment toys and treats that offer both entertainment and wellness benefits.
Founded by Haarburger in his garage, Woof has grown quickly, starting with several prototypes before settling on the Pupsicle as its main product. The company continues to focus on functional pet products, with a goal of redefining dog care through thoughtful design and sustainable practices. This partnership with PetSmart marks a significant step in Woof’s mission to expand its reach and continue innovating in the pet industry.
