Television personality Ellen DeGeneres is becoming the latest celebrity to launch a “lifestyle brand” of pet products and accessories. The new product line will be featured in all PetSmart locations in 2017. The collection will include apparel, collars, leashes, bowls, toys, beds, carriers, and a variety of other accessories. DeGeneres was already involved in the pet space through her investment in a natural pet food company (Halo).
Several other celebrity lines of pet products have been launched at PetSmart in recent years including a very successful line from Martha Stewart.
There is no doubt that the pet product market is hot. In fact, a report from the American Pet Products Association stated that the U.S. pet product and services industry became a $60.28 billion dollar market in 2015, and it was expected to bring in an additional $2.5 billion dollars in 2016. Last year pet owners spent the most money on food and nutritional products ($23.05 billion), veterinary care ($15.42 billion), pet supplies/over the counter medicine ($14.28 billion), and pet services such as grooming and boarding ($5.41 billion).
With billions of dollars at stake it is no surprise that celebrities and entrepreneurs are looking to cash in on the trend.