Retailer Spotlight: Independent Pet Partners

Minnesota-based Independent Pet Partners (IPP) may not have made many headlines last year, but the quiet front belies the thoughtful diligence, attentive hard work and continued commitment to serving pets and pet owners that has ushered it back solidly into growth mode after a rocky few years. 

“We have had so many big things and small things this past year,” said CEO Julie Maday. “Opening our first store since Covid was certainly the most meaningful, noteworthy one. We have now opened three with eight more on the way this year. Getting back into growth mode is so critical. We also added half a dozen new grooming salons to existing stores last year which was hugely meaningful. One of the things that I’m most proud of is this continuous innovation spirit. Things from updating our POS to a very current version that every single person was involved in that last year was absolutely enormous and not without a little pain, but it makes life a little bit easier for our team members, and that’s what’s important.”

History

IPP was founded in 2017 by Jeff David, Mike Foss and Ted Root. Through much of its history leading up to 2023, it was comprised of four independent store brands spread across the country. The first company acquired by IPP was Kriser’s Natural Pet. It later also acquired Especially for Pets, Pet Life, bark!Pawsitive Petfood, Whole Pet, Natural Pawz, Pet Source, Dogma—Life with Your Pet, Chuck & Don’s and Loyal Companion.

These transactions amounted to 160 stores, which were consolidated under four banners: Kriser’s, Natural Pawz, Chuck & Don’s and Loyal Companion.

At its peak store count, IPP operated 162 stores in 14 states across those four brands. IPP was able to support its brands through unifying marketing strategies including a 5 Pillars of Pet Wellness philosophy developed with the University of Denver, and by implementing technologies that helped buoy the businesses through the worst impacts of the pandemic. In 2020, IPP launched a nationwide buy online, pick up in-store and curbside pickup option for customers along with auto ship subscription services.

In June 2022, IPP even embarked on an effort to better spotlight care and product options for cats and cat parents, a segment still underserved by the pet industry at large, with “Cat World Domination Day.” The efforts were not enough to sustain the company. On Feb. 5, 2023, IPP announced it had filed for chapter 11 bankruptcy protection. The company attributed several factors to the action, including changing consumer behaviors, the pandemic and ongoing inflation. 

During a 2024 investor conference, Maday reflected: “There was a point of inflection in late 2022 when our founders, our owners, actually chose to put the company up for sale. This was a very difficult time in the world and ultimately what ended up happening is in late 2023, the company was put into a restructuring process. I’m very proud to say that at that time I was appointed CEO and was able to navigate the team through some difficult times. We were able to exit that restructuring moment in court in less than two months. And really began the work of stabilizing who we were on the other side.”

Leadership

While Maday was appointed CEO in 2023, she actually joined IPP in 2021 as Chief Financial Officer. She had previously held several senior vice president roles with Best Buy prior to joining IPP, where she worked for almost 12 years.

Mary Ortizcazarin assumed her current role as Chief Merchandising Officer in 2023. Like Maday, Ortizcazarin also held several leadership roles with Best Buy, where she worked for almost 22 years. In the interim, Ortizcazarin was co-owner of Cazarin Interactive, a full service digital marketing agency. 

Chad Underwood has been Chief Financial Officer since January 2023, though he first joined IPP in March 2022 as Vice President, Controller. Underwood previously held similar leadership roles at iMedia Brands, Fourteen Foods and Aspirity Energy.

Paul McKim came to his role as Senior Vice President, Channels and Operations this past April. Like Maday and Ortizcazarin, McKim also honed his professional experience at Best Buy where he worked for 28 years, rising from his first position as a product specialist to that of Associate Vice President of Retail before he came to IPP.

Inviting Culture

Megan Mouser, VP of People and Culture, came to IPP during the Covid pandemic. “I had several options within the pet industry, but IPP stood out for its passionate, close-knit culture, and its clear focus on pet nutrition and education,” she said. “I initially joined the services team, managing grooming and self-wash operations, and throughout the past four years, I’ve had the opportunity to transition into human resources. I’m grateful for the shift, as it allows me to focus on what drew me to IPP in the first place—our people and the mission to support them.”

Mouser noted the upheaval that began in 2023 therefore didn’t feel insurmountable, given this unique company mission. “I continue to be inspired by the resilience and dedication of our teams,” she said. “While the change required adjustment, it ultimately reinforced what makes IPP special. Our teams leaned into our rallying cry—’We’re pet lovers dedicated to helping pets and their people’—and doubled down on building a culture shaped by individuals at every level of the organization. It was all about nurturing the good that already existed. That shared focus brought alignment across teams, and it was incredibly rewarding to see people thrive under new leadership and a renewed cultural vision for IPP.”

Manufacturing partners also appreciate the unique values and culture that IPP brings to consumers. “IPP is an important business partner for Nulo,” said Sales Director Briana Wehmer. “They have an established culture that’s strategic, forward thinking, collaborative and innovative and partner with brands that exemplify these traits.”

“Our partnership with IPP is strong and collaborative,” said Allison DeLisle, Shopper Marketing Coordinator for NutriSource. “They’ve been a consistent supporter of our brands and products, and we value the way they work to represent our portfolio in the market. Their commitment to shared success makes them a trusted partner of ours.”

Amy Horton, Chief Sales Officer for Open Farm, said, “Open Farm’s partnership with IPP has been strong and collaborative from the very beginning, and it continues to grow even six years later. They have always embraced innovation and a customer-first mindset, values that closely mirror Open Farm’s own mission to do some good for people, pets and the planet. From day one, we recognized a shared commitment to elevating the pet parent experience, and that alignment has allowed our partnership to thrive. Together, we’ve introduced purposeful, high-quality products to a customer base that truly values animal welfare, sustainability, transparency and the highest standards of care for their pets.”

Providing innovative solutions and products that address the needs of dogs and cats is the core focus of IPP, said Wehmer with Nulo. “That makes them an important growth partner for Nulo, since we are also in the pursuit of developing the best nutrition for pets. IPP has a smart marketing program that drives foot traffic and online sales. They also have a strong philanthropic focus, giving back to their community that values and supports them. IPP is inspiring. They have beautiful stores with a warm and knowledgeable staff, fantastic merchandising, creative learning and engagement programs and a responsive leadership team that foster true partnerships for their growth and expansion.”

Open Farm’s partnership with IPP has several key advantages, outlined Horton. “Their customer base is highly engaged and receptive to brands that prioritize quality, transparency and sustainability, which makes IPP an ideal environment for Open Farm’s products to be successful,” she said. “IPP also has a culture of innovation, meaning they are consistently seeking out what’s next in the pet space, allowing us to introduce new concepts and products with a partner who embraces change. Lastly, their dedicated teams in stores like Kriser’s and Chuck & Don’s are educated and passionate about the brands they carry, which helps ensure that the Open Farm story is told in an authentic and impactful way to pet parents.”

As an IPP employee, Mouser said she is particularly impressed by the company’s commitment to its teams that work closest with pet owners. “IPP is unique in that, while we’re a corporation, we operate with the values and attentive spirit of a smaller company,” she said. “Under the leadership of our CEO, Julie Maday, and a predominantly female senior team, we foster a culture of inclusivity, empathy and purpose. One of the things that truly sets IPP apart—compared to other companies I’ve worked for—is how strongly we value and elevate the voices of our field teams. Their insights shape how we operate, because they’re closest to the pet parent and truly understand their needs. Our deep commitment to pet nutrition and meeting pet parents where they are on their journey is reflected in everything we do—and the passion our team members bring to that mission is truly contagious.”

Forward Facing

In addition to the eight additional store openings planned for this year, IPP’s senior team has also proceeded with initiatives to continue investing in its teams. “We’ve had a lot of amazing new benefit additions,” said Maday. “Starting on May 1 which is our new benefit year, every single team member that is enrolled in health insurance for us will have free access to virtual mental health care. One of the biggest asks from our team was gosh, these copays and high deductibles in health care plans that might be the way the world works, but it makes mental health care feel inaccessible. I felt that deeply. Our HR team worked their tails off to make sure that we could bring that benefit to life and we’re doing it. It was a moment of excitement for me that I can’t tell you how thrilled I was to deliver that message to our team.”

Two years after its major restructuring, Maday is celebrating IPP’s momentum forward. “The innovations and the wins that we’re seeing are across every department and every team,” she said. “We have refreshed so many product categories in our stores.”