How to get your product into PetSmart
A national pet specialty retailer with a wide assortment of food, treats, supplies and services.
What PetSmart buyers prioritize
- Differentiation from mass pet brands
- Safety and sourcing documentation
- Price tier fit
- Marketing support
How to prepare your PetSmart pitch
Check fit
Confirm your price tier, pack size and shopper match PetSmart's format and the category's current set.
Close the gaps
Get velocity data, margin after trade, item setup and compliance documents in order before the meeting.
Pitch to their checklist
Bring a PetSmart-specific sell sheet, category story, pricing model and funded launch plan.
Category guides for PetSmart
Questions
How do I get my product into PetSmart?
Start by confirming your product fits PetSmart's shopper and format, then prepare the data and materials its buyers expect: differentiation from mass pet brands, safety and sourcing documentation, price tier fit, and marketing support. Time your pitch ahead of the category review and bring a retailer-specific sell sheet and pricing model.
Do I need a broker to sell to PetSmart?
Not necessarily. Many brands pitch PetSmart directly, while others use a broker for relationships and account management. Vice CPG prepares your pitch either way.
What do PetSmart buyers look for?
PetSmart buyers prioritize differentiation from mass pet brands, safety and sourcing documentation, price tier fit, and marketing support.
Guides for pitching PetSmart
How to Pitch a Retail Buyer (and Win the Line Review)
How to pitch a retail buyer: when category and line reviews happen, what buyers want to see, how to structure a retail pitch deck, and how to follow up.
How to Make a Sell Sheet Retail Buyers Actually Read
What a sell sheet is, what to put on it, the layout buyers expect, and a real example. Plus a free sell sheet template for CPG brands.
Wholesale Pricing and Retail Margin: How to Price a CPG Product
How to set wholesale and retail prices for a CPG product: keystone pricing, margin vs markup, what retailers and distributors expect, and a worked price waterfall.