The pet products category has seen a recent bump in activity tied to celebrity-driven fashion and lifestyle brands. Notable names entering or announcing their entrance into the market over the past six months include:
- Ellen DeGeneres, who licensed Posh Paws for a line of pet accessories under her ED lifestyle brand, which also has deals in place with the likes of Gap and Camuto. The pet items, which range from bowls to sweaters, will debut in March. DeGeneres’ first foray into the pet arena, pre-ED, was an investment in and endorsement relationship with the pet food company Halo: Purely for Pets, a link that continues today.
- Gwen Stefani, who introduced her Harajuku Lovers label into Petco stores this month through a DTR agreement with the retailer. The trend-forward line includes everything from apparel to toys, as well as a branded pet-spa package. The Harajuku Lovers label already is attached to apparel for women and girls, perfume, watches, greeting cards, and more.
- Lady Gaga, who announced her intention to launch a pet products line fronted by Miss Asia Kinney, her French bulldog, with food and toys among the planned products. While Lady Gaga does not have a lifestyle brand per se, she is well-known for her distinctive look during performances and on the red carpet. She has designed products for a Barneys New York collaboration and as creative director of Polaroid, and has been involved in other categories from dolls to fragrances.
Of course, celebrities have had a presence in the pet market for some time, with singer Bret Michaels one example; his line debuted in PetSmart in 2012. And fashion design brands, from established examples such as Isaac Mizrahi to newer entrants such as Laura Ashley (which announced an agreement with Unique Petz earlier this year) have entered the category as well.
But the recent deals outlined above offer a little something extra, combining the high profile of a famous figure with the distinct fashion sensibility of a lifestyle label.
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