By Gary Symons
TLL Editor in Chief
Perhaps it was inevitable that rap and licensing master Snoop Dogg would capitalize on his stage name for a successful pet product deal.
Well, that day is here.
This month Snoop Dogg announced his stylish pet wear brand Snoop Doggie Doggs, has massively expanded its retail presence, with the addition of seven new partners.
Dogg founded the company as a partnership with SMAC Entertainment and Little Earth Productions. When the brand launched late in 2022, Snoop Doggie Doggs’ products sold only on Amazon.
SDD now says it has signed retail deals with seven top pet retailers, including Petco, Healthy Spot, PetSmart, Kohl’s, Faire, Pet Supplies Plus, and Wholesale Pet. As some of the largest retailers in the sector, acquiring distribution with these retailers represents a significant milestone for Snoop Doggie Doggs.
“We are absolutely thrilled to introduce our newest retail partners,” said Rob Brandegee, Co-Founder of Little Earth Productions, Inc. “Seeing what a hit Snoop Doggie Doggs is with consumers has been a dream, and to continue that feeling and momentum with Petco, Healthy Spot, PetSmart, and so many more is surreal. We can’t wait to keep bringing the Dog(g)’s Life to dogs and cats everywhere as we continue to expand throughout this year and beyond.”
Brandegee says that, with the support and partnership of these new retailers, Snoop Doggie Doggs is poised for even greater success in the coming months and years. As well, SDD says there will be additional retail partners that will be announced later this year and continue to expand pet owners’ access to the brand’s extensive lineup of petwear inspired by Snoop Dogg himself.
The retailers themselves say they were thrilled to bring the new line to store shelves.
“As a California-based pet retailer, partnership with Snoop Doggie Doggs made perfect sense,” said Reva Choi, Senior Director of Marketing of Healthy Spot. “We’re proud to carry this collection of premium pet apparel, supplies, and accessories, and we’ve loved seeing our community embrace the iconic Snoop Doggie Doggs lifestyle.”
Constance Schwartz-Morini, co-founder and CEO of SMAC Entertainment, says the pet wear partnership with Snoop Dogg has been among the most successful brand licensing collaboration the company has launched thus far.
“In over two decades of working with Snoop and Shante, it is clear that Snoop Doggie Doggs is one of the most authentic brand expansions we’ve ever produced,” Schwartz-Morini said. “The immediate success and strength of this brand has enabled us to quickly develop a meaningful pawprint of retailers which will help us bring our unique line of pet apparel, toys, and accessories to customers and fans.”
Snoop Doggie Doggs apparel products range in size XS – XL, as well as the ‘big dog’ size, with the entire lineup retailing from $14.99 to $99.99.
For more information on Snoop Doggie Doggs you can visit SnoopDoggieDoggs.com.