Retailer Focus: Treats Unleashed

In the summer of 2002, Teresa Miller started Treats Unleashed at a kiosk in the mall in St. Louis. Growing up with family ties in the industry, Miller was inspired to carry on with traditions to offer pet parents and their animals better solutions and options within the pet food and treat industry. Today, there are 14 locations in the St. Louis marketplace, with a total of 21 system locations. 

Since its inception, Treats Unleashed has operated as a family owned and operated business. The company has since expanded to provide an array of natural pet food and treats alongside toys and supplies. Select locations feature grooming and easy self-washing services and is run by trained and knowledgeable staff that support pet parents in finding the right food and supplies for their animals.

Where it all Started

Before moving to St. Louis, Miller was living in New York City, working with her husband at an internet startup. “It was a real eye opening, really fun, fast-paced environment. It was a great way to see a business get started, one with far more funds than we would ever have in the pet industry,” said Miller. “It was a great way to see a business get started and then learn from that what we would do with our own money.”

After starting Treats Unleashed with a passion and goal to create healthier, more natural options for pets, Miller’s husband joined her venture into the pet industry. “When we first started, my husband was working full time somewhere else, and when we opened our third store, he joined me full time and that kind of helped us develop our path for expanding Treats Unleashed into what it is today,” Miller explained. 

For Miller, the pet industry allows for more connectivity and community, something the company has strived to keep at the center of everything they do. “I still enjoy the things I did in the beginning; [interacting with] the customers, in terms of being able to make a difference in their lives, in the lives of their pets with our recommendations, so that still holds true,” Miller said. “I’ve come to really enjoy the industry, the different contacts I’ve made, the people I work with on various projects and things like that, and they have really been a solid great group of people who’ve helped build our business.”

In the beginning of 2024, Miller accepted the role of President of the Board at IndiePet. This role allows Miller to use her experience and knowledge to spearhead the organization’s efforts in supporting independent retailers through strategic visions. “I am honored to take on the role of President of the Board at IndiePet. Independent pet retailers play a crucial role in the pet industry, and I am excited to work alongside fellow entrepreneurs to address the unique needs of our channel,” said Miller. “Together, we can create a supportive environment that fosters growth, innovation and collaboration among independent pet businesses.”

Treats Unleashed hosted a fundraiser and partnered with The Columbia Pet Expo on Oct. 4 at the company’s Columbia location. The pet-friendly event will encourage attendees to learn more about adoption with the Central Missouri Humane Society which will host a booth at the event. Attendees are encouraged to educate themselves about local rescues as well as adopt if it’s the right fit. The location is also expected to put several items on sale for the event as well as host a raffle, which all proceeds and donations will go to support the humane society and The Spay Neuter Project. In the previous year, Treats Unleashed raised $3,230.43 for the community.

Resilient Partnerships

Treats Unleashed has been a steady and trustworthy retail partner for manufacturers throughout the years. “Our partnership with Treats Unleashed is rooted in mutual respect and a shared passion for pets,” said Tina Nguyen, Founder of Jax & Bone. “It’s more than just a retail relationship. They genuinely understand our brand, our mission and the level of care we put into every product. That kind of alignment is rare and incredibly valuable.”

“‘Fantastic’ is truly the best word to describe working with Treats Unleashed,” said Matt Grigg, Senior Director of Sales, Key Accounts with PureBites. “They have consistently been a first-class partner: professional, engaged and incredibly supportive. What sets them apart is their collaborative spirit; they don’t just participate in partnerships—they invest in them. Treats Unleashed genuinely wants to see their partners succeed, and they go out of their way to create opportunities for mutual growth. Their team brings fresh ideas to the table, values open communication and always operates with integrity. It’s a true pleasure to work with a company so aligned in both mission and mindset.”

“Treats Unleashed consistently goes above and beyond for their customers, and that reflects our own commitment to quality and service. They’re selective in the brands they carry, which means being on their shelves is a vote of confidence. Their staff is knowledgeable, their stores are beautifully curated, and they always lead with integrity,” said Nguyen.

“Treats Unleashed genuinely cares for every dog and cat that walks through its doors,” said Grigg. “From the moment you step inside, you’re greeted by friendly, knowledgeable staff who are truly passionate about pets. The company has made a strong commitment to the raw, natural and freeze-dried space, establishing itself as a leader in this growing category. Beyond their product offering, Treats Unleashed is known for thinking outside the box, constantly finding creative ways to engage with pet parents through thoughtful promotions, community events, and, most notably, their beloved in-store bakeries.”

Miller and her team possess several qualities that play a role in the strong, compatible partnerships they have cultivated with manufacturers. “Treats Unleashed has firmly established itself as a leader in the pet specialty space, playing a key role within the Indie Pet Association. This represents a significant advantage for pet specialty exclusive brands like PureBites. Their openness to collaborate, especially around industry trends, the evolving needs of independent retailers and growth-focused partnerships is truly refreshing and inspiring,” said Grigg. “When you place the stories and mission statements of PureBites and Treats Unleashed side by side, they mirror each other in purpose and values. PureBites is dedicated to offering the highest quality, healthy pet treats, built on the core principle of encouraging pet parents to ‘turn the bag around’ and trust in our natural, pure ingredients. Similarly, Treats Unleashed promises its customers that if it’s on their shelves, it’s healthy. When two companies are guided by the same North Star, the potential for meaningful collaboration and shared growth is truly limitless.”

“At Jax & Bones, we believe pets are family, and Treats Unleashed clearly shares that belief. We both prioritize wellness, sustainability and thoughtful design. We also value community, and it shows in the way they engage locally and support pet adoption and education initiatives. It’s a values match through and through,” said Nguyen.

“There’s a real trust factor when working with a retailer like Treats Unleashed. They know their customers and can tell our story in a meaningful way. That kind of brand advocacy at the retail level is incredibly powerful. Plus, their feedback helps us know what products are resonating, what pets—and pet parents—are loving. It’s a two-way street, and we’re proud to be part of their community,” said Nguyen.

“We love working with Susan, Lynna and the team at Treats Unleashed,” said Traci Mierzwa, Director of Sales and Marketing at Tuesday’s Natural Dog Company. “Having a shared passion of providing pets all natural, wholesome treats and chews, our relationship continues to grow as both operations want to see dogs healthy, tails wagging and living their best lives. Treats Unleashed is open-minded to trying out new products and see what dogs love and is transparent about what their customers are looking for.”

Pioneer Pet has been a Treats Unleashed partner for nearly 12 years, which according to Brenda Brewster, Account Manager with the company, this does not happen, “without true loyalty to the brand and proactive support to the customer. They continue to visit us at trade shows and ensure their staff sees us in action. This interaction offers the opportunity for on-going questions and answers while affording training. We continue to offer our signature items aligning their customer needs with value pricing. As the market challenges businesses, we share strategy to achieve suitable goals.”

“Our business was founded on the principle of bringing wellness to pets. The pet specialty retailer is our liaison between manufacturer and consumer. We are open to feedback and have the capability to bring recommendations to the forefront of product development,” she added.

Treats Unleashed has remained a leading retailer with 21 locations, many of which are located in the St. Louis marketplace. The pet industry continues to be a community oriented space, which has helped the company solidify its position in the industry. In light of this, Miller has been able to grow the company through several avenues, specifically through its valued partnerships and relationships. Treats Unleashed is dedicated to nurturing pets and their owners by providing nutritional value treats and food options, which can be traced back to the business’ roots.