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2:14 PM   April 25, 2015
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An online distributor for pet-specialty retailers and vendors
By Jaime McLendon-Boyer

In the midst of an economical slump, both time and a heavy checkbook are precious commodities. Consumers want convenience without the high price points, and retailers—in an effort to offer their customers expediency and savings without sacrificing their bottom lines, demand the same of their distributors., founded in 2007 to help strengthen the buying position of pet boutiques and independent pet-product retailers on a global level, makes this balancing act a little less daunting. Bringing together both retailers and more than 35 vendors at one central location, it is different from many other online distribution sites because it hosts a worldwide perspective. The website caters to business-savvy buyers and sellers all over the world—not just those from a particular region—and boasts the potential for a one-stop, pet-product shopping experience.

The Mission gives qualified retailers an opportunity to purchase from multiple vendors in one central location., based in Danvers, Mass., is a business-to-business web portal of wholesale pet products. The website, which presents qualified vendors (designers, manufacturers and distributors) to qualified retailers (pet boutiques, pet spas, pet salons or other independent retailers, such as a pet hotel or gift store) is two-fold, offering retailers a streamlined purchasing solution that eliminates the need to work with a seemingly endless string of wholesale pet suppliers, while also helping vendors increase sales opportunities by way of online distribution.

According to founder and president Bruce Goodwin, who heads up the company’s sales and marketing efforts, vendors—especially nowadays—are seeking partnerships with companies that can offer additional distribution channels.

“A vendor understands that competition will always be there to drive a retailer's choices,” he explains. “ opens up more sales avenues for our vendors. We utilize both online and offline marketing strategies to best position our vendors’ products.”

According to Goodwin,’s team of pet-industry experts—experienced in the areas of sales, distribution and e-commerce—continually studies the pet market, analyzes trends and looks for new opportunities to promote products. He notes that the practice of soliciting direct feedback from buyers is built into’s comprehensive marketing program.

“From [pet boutiques and independent pet retailers] we get a whole lot of information on how to position our vendors’ products, which products are selling best and what the best price points are,” Goodwin says.

Goodwin is proud to confirm that researches and handpicks each of its vendors to ensure retailers have an equilibrium of access to some of the latest upscale pet fashions, as well as the more traditional tried-and-true items.

“We represent industry-leading vendors that have “high-quality, unique products; excellent order processing; good price points; and top-notch customer service,” he asserts.

The Process
At a Glance:

Founder/President: Bruce Goodwin

Location: Danvers, Mass.

Product Offerings: Accessories; Apparel; Beds, Blankets & Crate Covers/Mats; Bowls & Feeding Supplies; Carriers, Totes & Travel Accessories; Collars, Harnesses, Leads & Leashes; Toys; Training Products; Treats; Pet-themed Items for People; Gift Products; Items for the Home; Grooming, Spa & Health Products; Holiday Products; Pick Up & Clean Up Products; and Retail Store Displays & POP Materials

Number of Employees: 5

Number of Years in Business: 2


Though represents vendors worldwide, each vendor has its own terms and conditions posted on the website, which means each vendor may sell to different countries or regions. These terms and conditions also cover each vendor’s individual forms of accepted payment, return policies and procedures, as well as shipping charges and any additional fees.

According to Goodwin, product prices on the website are the same as those its vendors offer direct to retailers, but vendors sometimes offer promotions exclusive to These “steals and deals” are advertised in the site’s “Sales and Specials” section, in addition to the vendor’s listing. To protect vendors from the public viewing wholesale prices, retailers must register (free of charge) to view wholesale-purchase amounts. assures retailers that it protects buyers’ and sellers’ information from identity theft, that all transactions are secure and that because it values the privacy of its customers, it never sells confidential information. After purchase, retailers receive a confirmation of order from and can track the status of their shipped orders with the carrier-tracking information each vendor provides in their confirmation e-mails. The website also provides an immediate e-mail for current order status and an online display of past orders to both retailers and vendors.

The Perks’s gallery, which includes products manufactured by 26 Bars & A Band, Auburn Leathercrafters, Cain & Able Collection, Famous Fido and The Puppy Hugger—to name just a few—features many pet products not found in big-box pet stores. New products, which are added frequently, are visible in the “New Products” section for 30 days. The website also has a “Favorites” function, which allows retailers to set up a list of products they frequently order. This saves them the time of having to re-enter information each time they return to the site.

Recognizing the importance of meeting market demand, Goodwin says has responded to the call for eco-friendly, natural and U.S.-manufactured inventory by lending special attention to these categories.

“Pet boutiques and independent pet retailers are looking for these products,” he notes. “ is the only wholesale website that currently offers this [product-type breakdown], making it easy to find products in these categories.”

According to Goodwin, the website offers sophisticated search and sort capabilities not found on other wholesale sites.

“This includes searching and sorting by category, product, vendor, price points, new products and item numbers,” he explains.

Another unique feature: a products-by-vendor category. This allows retailers to view at a glance all the types of products a vendor carries, by category.

As for reception, Goodwin says is growing rapidly, and that this growth can only benefit everyone.

“We add new vendors every week or two,” he says. “We are growing very fast, and we are looking to add more vendors, develop more partnerships and add more distribution channels so our retailers will have a one-stop global online distributor.” <HOME>

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