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| (Business Wire) |
With pet industry spending coming in at a record $60.28 billion in the United States last year, it’s not surprising that Ellen DeGeneres - a pet lover and design icon - is entering the market.
Partnering exclusively with PetSmart, the ED pet lifestyle line will include pet apparel, beds, bowls, collars, leashes, harnesses, toys and pet carriers, as well as shampoo and other at-home grooming supplies.
“We are thrilled about this collaboration with the ED brand and Ellen, who shares our view that pets make us better people. She is passionate about pets, a tremendously creative design talent and people relate to her and love Ellen’s view on life. She is extremely relevant, especially among millennials, an important demographic that is moving into pet parenthood at a significant rate,” said Ted Passig, EVP of Buying and Sourcing for PetSmart.
The collection is expected in all 1,450 stores early next year with seasonal updates.
When announcing the record pet industry spending numbers, Bob Vetere, president and CEO of the American Pet Products Association (APPA), stated, “The pet humanization trend is alive and well and continues to drive growth at the premium end of the market. As millennials prepare to take the reins from the baby boomer generation as the primary demographic of pet owners, they stand to further develop this trend.”
Ellen’s foray into the pet industry seems to support Vetere’s prediction of continued growth and development.
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