Convenience & Specialty

PetSmart Says “I Do” With Martha Stewart Wedding

\"MarthaPetSmart announced this week the availability of the exclusive Martha Stewart Pets wedding collection for dogs. The line of wedding attire and accessories will have pets looking their best on the special day.

“My new wedding collection from Martha Stewart Pets makes it easy to dress your pets for a special event or your own big day. They’ll be the best dressed on the guest list!”

“When it’s time to say ‘I do,’ we all want our loved ones surrounding us, and for pet parents, that includes our fur babies,” said Laurie Taylor, PetSmart’s vice president of hard goods merchandising. “Our partnership with Martha Stewart is the perfect union of two brands that are synonymous with style, creativity and solutions for pet needs, including the trendy and fashionable ones! And with our available grooming services and fun Pet Expressions options, your pet’s style just may be the talk of the wedding!”

Made of lightweight, breathable materials, each piece in the collection features timeless design elements, simple color palettes and complementary accessories such as collars and leashes. From elegant tuxedos to bridesmaid dresses, the Martha Stewart Pets wedding collection makes it easy for pet owners to include their pets in their most memorable life event.

“My new wedding collection from Martha Stewart Pets makes it easy to dress your pets for a special event or your own big day. They’ll be the best dressed on the guest list!” said Martha Stewart, founder and chief creative officer of Martha Stewart Living Omnimedia, Inc.

The limited-edition wedding collection is available now at and PetSmart stores in the United States, Canada and Puerto Rico and priced at $12.99 – 19.99. Also available is the Martha Stewart Pets birthday apparel, offering another opportunity for your pet to celebrate special occasions.


PB CAREERS: PetSmart – Associate Package Design Manager

Reporting to the Senior Package Design Manager, the Associate Package Design Manager is responsible for the development and execution of new strategic design initiatives as well as the day-to-day management of the package design workflow and art direction for PetSmart’s Proprietary Brands packaging. As a working manager, the Package Design Manager develops original and adaptive package graphics and leads a creative team ensuring that all projects are completed accurately, on schedule and with creative solutions that support and enhance brand strategies and standards.

The Associate Package Design Manager works with the Sr. Packaging Design Manager, in-house packaging design team, vendors, Product Manager, Buyers and others to ensure maximum quality, consistency and accuracy. Aside from being detail oriented, the ideal candidate will have a strong level of initiative, requiring a focus on details while also considering the big picture. This person will be a detail driven, self motivated team player with the ability to manage a creative team handling multiple projects and deadlines in a fast-paced retail environment. Must have expert knowledge of design software and package design. Experience in overseas packaging execution, style guides, packaging production art and pre-press.


  • As a working manager the ideal candidate will personally develop original and adaptive package designs as well as lead a creative and production team.
  • Develop informative design briefs that capture the design strategy, guides and inspires the design development process.
  • Work with designers and external agencies to develop strong and compelling package design solutions driven by innovative ideas, understanding the initiatives/objectives outlined in the creative brief or as agreed upon with cross-functional team partners.
  • Presentation of the work with sound, fact-based recommendations to all levels of management. Capture feedback and be adept at delivering final designs that gain alignment and achieve or exceed the project objectives.
  • Collaborates with the Associate Packaging Project Manager and Senior Packaging Manager in the creation of packaging timelines and execution strategies.
  • Must have thorough understanding of the package design development process from concept development through to printing and know how to lead projects through the process to completion.
  • Manages day-to-day workflow/execution of package design projects. Monitors the status of package design projects ensuring that they are executed with strong creative solutions, accurately, on time and on budget.
  • Provides “hands-on” design, creative art direction, inspires and mentors Package Design Team.
  • Communicates objectives and design requirements clearly to Package Designers and cross-functional team members.
  • Monitors the status of package design projects ensuring that they are executed with strong creative solutions, accurately, on time and on budget.
  • Keeps Senior Packaging Manager and Associate Packaging Project Manager informed of the status of all design projects.
  • Contributes to design development solutions and development of production art as needed based on project needs.
  • Interfaces with cross-functional partners to understand and facilitate Proprietary Brands packaging objectives.
  • Maintains and develops technical and creative knowledge of retail package design.
  • Improves design process through continued evaluation of current processes.
  • Strong communication and interpersonal skills.
  • Ability to manage to a budget and work within established timelines.
  • Ability to thrive in a collaborative corporate environment.


  • 5-7 years package design experience in a fast-paced retail environment or package design focused position. 2 years of Sr. Package Design level experience.
  • Experience in managing a creative team; inspiring, motivating and building credibility.
  • Expert level in Adobe Creative Suite (InDesign, Illustrator, Photoshop and Acrobat).
  • Portfolio of demonstrated successful creative package design solutions.
  • Must be motivated, flexible, detail-oriented, with strong organizational and team skills.
  • BA/BFA College degree in graphic design or related field.
  • Experience in overseas packaging execution a plus.



Fifty2, The MPB Project: PetSmart – Simply Nourish

\"PetSmart“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series looks at each great Private Brand with insight, analysis and original photography. In early 2014, \"Fifty2these will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands.

I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

Simply Nourish
Since its launch in the spring of 2011, Simply Nourish from Phoenix, Arizona-based specialty pet retailer PetSmart has not only set the standard for private brand pet food, but has raised the bar for premium natural pet foods across the board. Simply Nourish is a confident and modern brand that mimics no one and takes a firm stand on product specifications and quality.

  • Contains maximum levels of protein and minimum levels of carbohydrates
  • Nutrient dense and easy to digest
  • Contains no grains, soy or gluten
  • Formulation that is easily digestible and highly nutritious

As a natural pet food, Simply Nourish is formulated with wholesome, real ingredients found in nature from high-quality sources with the nutrients still intact and free of artificial colors, flavors and preservatives. In addition, Simply Nourish meets Association of American Feed Control Officials (AAFCO) standards for natural pet foods. “Pet nutrition can be confusing and choosing the right food for your pet can be overwhelming,” said Dr. Mark Finke, Ph.D. Nutritional Sciences and Nutrition Expert for PetSmart. “That’s why Simply Nourish believes in making pet nutrition simple and understandable by using carefully-sourced, wholesome ingredients that are recognized by our pet parents, like real deboned chicken and a super food blend of real fruits and vegetables.”

The brand name, wood cut iconography and color palette combine the familiar cues of natural and organic brands with contemporary type-based design. Together, they create a unique and ownable brand language designed to engage pet owners and create an ownable point of differentiation for PetSmart. The retailer has actively supported the brand since it’s launch with an impressive set of tools designed to build a branded experience. Associate training played a big role and included a digital video to outline the brand story, brochure, sales contests and monthly newsletters with coupons for associates. Other tools included in store marketing, a microsite, social media and an integrated campaign with the Grooming department which included a QR code driving shoppers to branded mobile touch points. The engaging “The Winning Ingredients” mobile video game was created to showcase the all-natural ingredients in every bag or can.

Simply Nourish natural foods are available for dogs and cats. Formulas for dogs include puppy, adult and limited ingredient options and are available in wet and dry options. Cat foods are available in wet or dry options in kitten, adult, limited ingredient and indoor cat formulas.

Brand: Simply Nourish
Brand Focus:
Natural Pet Foods
Phoenix, Arizona
2013 Stores: 1,289


All Other PetSmart

Petsmart Launches Bret Michaels Pets Rock

\"\"Get your pet entourage ready. PetSmart and multi-platinum rock star Bret Michaels are prepping pets for the limelight with the new Bret Michaels Pets Rock Private Brand pet collection. Available exclusively at PetSmart stores in the United States, Canada and Puerto Rico and online at, the collection includes toys, beds, apparel, collars, leashes, and bowls – everything your pet needs to go from the backyard to backstage and beyond.

“The rocker vibe of the Bret Michaels Pets Rock collection extends PetSmart’s assortment of exclusive products, adding yet another one-of-a-kind option for pet parents.”

“I know there are other pet parents like me who want to show off their pets in rock-star style,” said Michaels. “I’ve been a pet lover since I was a child so I created this line for everyone who wants something unique to rock their pets’ world.”

Michaels’ most recent reality show, Bret Michaels: Life as I Know It, gave fans a glimpse into his family life, which includes two German Shepherds (among other pets). He designed the new collection with his very own pets in mind and in his signature rock-star style, complete with tattoos, skulls, thorns and faux-leather trim decorations. The collection includes his trademark doo-rag made for dogs with guitar and flame prints. Pets will have “Nothin’ but a Good Time” with these unique products, including the:

  • Bret Michaels Pets Rock Tour Bus with Hide and Seek Toys: This plush tour bus is rock-worthy with a bold flame design and holds hide-and-seek plush figures so pets can have fun looking for Bret’s entourage.
  • Bret Michaels Pets Rock Cuddler Bed: It’s soft for snuggling yet edgy with its faux grommet trim and a skull patch “tattoo”.
  • Bret Michaels Pets Rock Thorn-Embossed Leather Collar and Leash: This tough-looking collar and leash (sold separately) have embossed thorn and vine detailing with red stitching.
  • Bret Michaels Pets Rock Skull Sundress and Bret Michaels Pets Rock Outlaw Tee: Designed for your canine’s inner rock star, your pet will have style and swagger to spare in either a skull-patterned sundress – a fun, party-style outfit decked out with a belt accessory and silver studs – or a tee that shows a dog’s wild side with a “Rebel American Outlaw” slogan printed over a faded American-flag backdrop.

”Partnering with Bret Michaels allows us to offer pet parents unique products that are reflective of their pets’ personalities,” said Laurie Taylor, vice president of hardgoods merchandising for PetSmart. “The rocker vibe of the Bret Michaels Pets Rock collection extends PetSmart’s assortment of exclusive products, adding yet another one-of-a-kind option for pet parents.”


big box

PetSmart Unveils Toys“R”Us Private Brand Pets Collection

\"\"Phoenix, Arizona the largest specialty pet retailer PetSmart, has announced a partnership with toy retailer Toys“R”Us. The new Toys“R”Us Pets Private Brand collection, exclusive to PetSmart, helps stimulate a pet’s intellectual growth.

This is a fascinating partnership between two retailers, I wonder if we will also see PetSmart Private Brand products in Toys“R”Us.

\"\"The new line launched on Monday, May 21, the line will be available in the new Toy Chest dog toy aisle only at PetSmart stores and online at PetSmart has worked with Dr. Sophia Yin, veterinarian and applied animal behaviorist, to provide insights on how toys and play help develop a happy, healthy pet.

From the beginning, toys play a crucial role, but which toy is right for your pet? PetSmart has created the new Toy Chest aisle, which groups 100 Toys“R”Us Pets items and 1,000 other toys, allowing for easy shopping. Here’s what to look for:

The Early Years
Puppyhood is the most formative stage for health and cognitive growth, and “it’s important for puppies to have many different experiences because neurons are forming,” Dr. Yin said. To help a puppy reach his full potential, engage pets with toys with varied textures, such as:

  • Toys“R”Us Pets Tubular Body Animals: With a tubular rubber center, this toy is ideal for puppy chewing. “Soft rubber toys are the best chew surface,” Dr. Yin said.
  • Toys“R”Us Pets Vinyl Tire and Rope Animal: This crunchy squeaky toy can entertain pets with short attention spans. “Having a toy with different textures and surfaces will keep your puppy engaged for longer periods of time,” Dr. Yin said.

Entering Adulthood
Incorporating problem-solving toys is crucial. “Research indicates that dogs who were given intelligence toys could learn positive reinforcement faster – like crossword puzzles for adults,” Dr. Yin said. Tug and fetch games encourage exercise while teaching impulse control. Try the:

  • Toys“R”Us Pets Flying Disc: Durable and bright, this cloth disc is perfect for a game of fetch. “Fetch is one of the most efficient ways to exercise your dog and spend quality time,” Dr. Yin said.
  • Toys“R”Us Pets Bungee Tire Animal: This fun tug toy has two grip options for comfortable game-playing. “The location of the tug holding areas allows the pet parent and dog to play together safely,” said Dr. Yin.

Senior Life
As dogs’ physical capabilities wane in senior years, opt for enrichment tools. “Dogs enjoy playing with toys less and less as they get older,” Dr. Yin said. Toys that encourage interaction and those they have previously associated with play are good choices. Examples include:

  • Toys“R”Us Pets Squeaker Mat Dog Toy: This six-squeaker fleece toy is safe to throw and tug. “For older dogs who like squeakers but need more encouragement to play, a toy with five or six loud squeakers may be just right,” Dr. Yin said.
  • Toys“R”Us Pets Dumbbell Treat: This toy allows treats to be hidden inside. “Toys such as food dispensers can improve brain development in puppies and slow down brain aging and onset of cognitive dysfunction in adult dogs,” Dr. Yin said.

Ultimately, the science behind play comes down to providing a range of options for healthy development.