Q&A Interview with Ricardo Azevedo, CEO of Woof Gang Bakery & Grooming

How have the pet specialty channel and pet industry at large evolved in the last five years? 

The pet industry has gone through one of its most transformational phases in the past five years. One of the biggest shifts has been the continued humanization of pets—pet parents now seek the very best for their animals, from higher-quality nutrition and natural ingredients to elevated grooming and wellness experiences. There’s a growing expectation for more personalized services, better hygiene products, and environments that ensure pets not only feel good but look their best.

Another major evolution has been the rapid growth of online transactions, which arrived later to the pet space but have grown quickly thanks to platforms like Amazon and Chewy. This shift has challenged brick-and-mortar stores to innovate and elevate the in-store experience.

The specialty sector has had to adapt to these changes—and that’s exactly where Woof Gang has succeeded. We’ve embraced what modern pet parents are looking for: a superior, personalized grooming experience, exclusive, high-quality natural products, and a unique retail environment that’s elevated, welcoming, and designed for pet parents to shop alongside their dogs. That alignment with consumer expectations is a big part of why we’ve seen such strong growth in recent years.

What is the role of pet specialty retailers and groomers in the pet industry? How has demand for grooming services evolved in the last five years?

Pet specialty retailers and groomers play a vital role in delivering the kind of personalized, elevated experience that mass and online channels simply can’t replicate. Neighborhood pet stores create trusted relationships with pet parents and offer curated products and services that are tailored to each individual pet’s needs. Similarly, successful groomers treat every dog as special and unique—they build trust not only with the pet, but also with the pet parent.

Over the past five years, we’ve seen significant growth in demand for grooming services. Pet parents increasingly understand that grooming is not just cosmetic—it’s essential to a pet’s overall health, hygiene, and well-being. This growing awareness has fueled expansion in the category. At Woof Gang, we’ve seen that first-hand: our growth in unit count and same-store sales reflects how grooming is becoming a core part of pet care routines for more families across the country.

What are some of the recent developments unfolding at Woof Gang?

There’s so much happening at Woof Gang right now, but if I had to highlight two major initiatives, they would be:

1) Strategic national expansion.

We’re in the middle of a carefully planned but ambitious national growth strategy. Woof Gang is entering new markets across the country, while staying true to what makes us special—our local, neighborhood ownership model. This approach continues to resonate with pet parents and franchisees alike.

This year alone, we’re on track to open more than 70 new stores, ending the year with more than 300 locations in more than 35 states. To put it in perspective, when we began this journey just about three years ago, we had a little over 150 stores in 17 states. We’re incredibly proud of how well the brand is performing in new markets—it confirms that there’s a strong need across the U.S. for the unique values and experiences Woof Gang brings to pet communities. And the momentum is just beginning. With the strength of our franchise system, we believe we can continue this pace of expansion for years to come.

2) A bold evolution of our retail experience and product strategy.

We’re also transforming our in-store experience with the best products in the industry. Just one year ago, we had 12 SKUs of our signature pink private-label products. Today, we have more than 200 Woof Gang-branded items, covering all the core categories where we want to lead.

We’re focused on creating products we’re proud to put our name on—products we give to our own dogs. Everything we develop is centered around enhancing pet happiness, health, and well-being, while staying aligned with the elevated standards our customers expect.

These two initiatives—expansion and product innovation—are setting the foundation for Woof Gang to not just grow, but to lead the next generation of pet specialty retail.

What do you attribute to Woof Gang’s continued success? What are some key values and features of Woof Gang that make Woof Gang an industry leader? 

I believe Woof Gang’s continued success can be attributed to two core pillars:

1) Our local ownership model.

Woof Gang’s franchise model empowers our store owners to be deeply involved in the communities they serve. Today’s consumers are looking for more than just convenience—they want personal connection, trust, and community engagement. Our franchisees are true neighborhood partners, building relationships with pet parents and delivering a level of personalized service that large, corporate chains simply can’t match. And because they operate under the support of a strong, established brand, they have the tools and resources needed to succeed while maintaining a local touch.

2) Our singular focus on delivering an elevated grooming experience.

While many competitors in the pet space try to offer everything—boarding, training, veterinary, daycare—we believe in doing one thing exceptionally well. At Woof Gang, grooming is our core focus, and every investment we make is aimed at improving that experience: from the design of our salons to the quality of our grooming products and the depth of our training programs.

We’re committed to creating a grooming experience that is not only superior but also personalized, low-stress, and tailored to each pet’s needs. This specialization allows us to stand out in a crowded market and build lasting trust with pet parents.

Together, these two strengths—local ownership with national support, and deep focus on grooming excellence—are what position Woof Gang as a leader in the pet industry.

Why does the franchise model continue to work for Woof Gang? How do you work with and advocate for franchisees?

The franchise model is one of the core pillars of Woof Gang’s success. Our brand is built on values like local connection, personalization, love, and care—and those values come to life through store owners who are deeply invested in their communities. The franchise model makes that possible.

Our franchisees are not just operators; they are ambassadors of the Woof Gang brand. Their passion and commitment to pets and their communities are what bring our mission to life every day. It’s that local ownership—combined with the national support of an established brand—that creates such a powerful and authentic experience for customers.

We don’t just support our franchisees—we learn from them. Many of our brand standards, store design elements, and training programs have been shaped by the practices of our top-performing franchisees. We observe what’s working best in the field and scale those learnings across the system.

At Woof Gang, we view our franchisees as true partners. Their success is our success, and we’re committed to advocating for their growth, listening to their feedback, and evolving together as a brand.

Given the highly competitive nature of the pet retail channel, what is Woof Gang’s strategy to stand out from the crowd?

Woof Gang stands out by focusing on what truly matters to today’s pet parents: personalized care, local connection, and a premium experience. Our strategy is built around three key differentiators:

A neighborhood feel with local ownership: Each Woof Gang store is owned and operated by franchisees who are deeply involved in their communities. This local presence allows us to build meaningful relationships with customers and deliver the kind of personalized service that large chains simply can’t replicate.

An elevated, stress-free grooming experience: Grooming is at the heart of what we do. We’ve invested in salon design, premium products, and expert training to create a grooming experience that’s calm, personalized, and focused on the pet’s well-being. It’s not just a service—it’s a care experience that builds trust and loyalty.

A curated, exclusive retail offering: Our retail experience is designed to be unique and intentional. From our signature Woof Gang products to carefully selected third-party brands, everything we offer is high-quality, thoughtful, and aligned with our values. Many of our products are exclusive to Woof Gang and developed with the same care we’d give to our own pets.

By staying true to these pillars, Woof Gang continues to differentiate itself in a crowded market, earning the loyalty of pet parents across the country.

What has been a success for Woof Gang in the last year that you’d like to highlight or celebrate?

Last year was a record-breaking year for Woof Gang. We opened more than 50 new stores and expanded our footprint to more than 25 states. While we’re extremely proud of that growth, what excites us even more is the momentum we’re carrying into this year. In 2025, we’re on track to increase store openings by 40 percent and expand into at least 35 states by year-end.

Another major milestone was the launch of our Woof Gang distribution center in Orlando—a huge step forward for our brand. This initiative has allowed us to not only streamline operations but also to significantly grow our private-label product line. We’ve been working closely with our franchisees to create and launch exclusive Woof Gang products that reflect our brand values and deliver outstanding quality.

These achievements are helping us elevate the brand, strengthen franchisee support, and bring even more value to the communities we serve.

What are your goals and priorities for Woof Gang for the second half of 2025? 

Our top priority for the second half of 2025 is to support our franchisees as they execute their expansion plans. We have between 35 and 40 new stores scheduled to open, and our focus is on ensuring each of those openings is successful and well-supported.

We’re also excited about the continued expansion of our private-label product line. One major highlight is the launch of our new proprietary grooming products—including shampoos, colognes, and sprays—inspired by the formulas we use in our salons. These products have been highly requested by customers who love the grooming experience and want to bring that same quality home.

The second half of 2025 will be all about deepening our brand presence, elevating the customer experience, and continuing to deliver products and services that reflect the high standards Woof Gang is known for. 

What can we expect from Woof Gang in the near future?

You can expect Woof Gang to stay true to our core values—community, care, and quality—while continuing our rapid growth and innovation. We are on track to become the first truly national brand and clear leader in the pet grooming industry.

At the same time, we’re focused on building a retail experience and product offering that is truly unmatched. Our goal is to create a shopping environment that reflects our passion for pets, with exclusive, high-quality products designed with the same care and attention we give our own pets.

The future of Woof Gang is about scaling with purpose, staying authentic to who we are, and delivering exceptional value to pet parents across the country. We will paint the world pink, one groom and one treat at a time.