Retailer Focus: Hollywood Feed

Hollywood Feed’s expansive presence of 170 brick and mortar locations spanning 19 states is a testament to company leaders’ deep understanding of what pet owners have come to expect from pet products and their shopping experience. Even more so, Hollywood Feed’s leaders have the instincts and aptitude to see the value in investing in employees’ product knowledge and careers and how to balance opening new locations in underserved areas while revitalizing and modernizing existing locations. Company leaders are quick to point out there aren’t many pet retailers of their size in the industry that have achieved a looming footprint through prudent growth and wise long-term planning and have offered services that big box and online retailers provide but with the warmth and personability of an independent retailer. 

Continuous Expansion 

This year has been lively for Hollywood Feed with a whirlwind of activity which, for Hollywood Feed, is par for the course. “It’s been busy for sure,” reflected President and CEO Shawn McGhee. “After the PetPeople acquisition, we pulled back and looked at other acquisitions out there, and we felt that the best investment we could make would be organic growth. Throughout Covid we had done a significant number of expansions every year somewhere between 10 and 15, and those expansions involved increasing square footage or relocating those stores—we didn’t build many stores during that cycle. We continue to do the expansions; we’re going to end up with 11 or 12 this year and continue to refresh those older units that are now 19 years old. Some of those units needed a refresh, a reinvestment. And then beyond that, we decided we liked the organic growth side of the business, so we’re going to continue to scale and increase the number of new units within our 19 states.”

In September, Hollywood Feed opened a brick and mortar storefront in Mobile, AL. The expansive 3,720-square-foot location offers pet food and supplies in addition to self-service dog washes, same day delivery and curbside pickup to reflect shoppers’ growing preference for expediency and convenience while replenishing pet supplies. The latest storefront is Hollywood Feed’s fifth store in Alabama and joins a string of locations throughout the state in Hoover, Huntsville, Madison and Mountain Brook. 

Its footprint in Alabama is a small example of Hollywood Feed’s expansive presence. To date, the company operates 170 locations across 19 states. 

In the pursuit of expanding, Hollywood Feed has remained rooted in being a hub for pet owners to connect with and feel supported by associates—remaining personable in the midst of rising store counts and square footage. “In many ways we’re just a big indie,” McGhee said. “If you think about it, we’ve had the same founder since inception, and we’ve had the same investor since inception. I don’t know any other 19- or 20-year-old company that can make that statement. For me, I’m intending on being here at least another 10 years, when we look at the future of the business and where we’re going, we’re going to try and continue to have that personable touch in our stores. We continue to invest heavily in the education of our associates, we continue to invest in their benefits to try and make us the employer of choice so we can get the absolute best people to serve our customers in the best way.”

The scope and scale of Hollywood Feed’s store footprint is remarkable. Another facet is the company’s dedication to continually training its store associates and drawing pet owners inside to discover products they can’t find just anywhere. At Hollywood Feed’s Tyler, TX storefront, which had a soft opening in September, the locals are impressed with the fact that store associates are held to participating in 40 hours of continuing education per year. As a result, associates make informed recommendations and confidently guide pet owners to the right food that complements each pet’s flavor and format preferences and health concerns around digestibility or allergies. 

It’s about careful planning, McGhee said. “A lot of things get into being a rudderless ship if you don’t have an idea of where you’re going,” he said. “In our case, it’s about putting the customer at the center of everything—whether you’re on the IT team or whether you’re on the finance team or whether you’re on the supply chain team, the merchant team or the operations team—the customer is in the middle of what we do all the time. How do we serve that customer better continuously? We have that single-minded focus of being able to deliver on the promise to the customer that we make.”

Company leaders simultaneously invest in existing storefronts, ensuring current stores aren’t neglected in the wake of store openings. In May, Hollywood Feed renovated its Colleyville, TX location by adding 1,200-square-feet to the existing building so that once completed, the store will operate in a 4,193-square-foot footprint offering space dedicated to retail and dog washing and grooming.

Company leaders’ focus is pulled in several directions, but careful planning and rapt attention prevent any areas of the company from being neglected. “You’re going to see us continue to expand storage, you’re going to continue to see us increase the number of stores,” McGhee said. “Within our states that we’re already in, and we’re in 19 states, we still feel that we are underrepresented in every state. So you’re going to continue to see us push deep into our states and try and fill out areas that we are not currently in. We have already got trucks, cars and people in those markets, so from a process standpoint, it makes it simple for us to accelerate the rollout of new stores, and at the same time continue to invest in our older stores and make sure that we keep those in a pleasing fashion for our associates and for our customers.”

McGhee is quick to point out that Hollywood Feed’s deliberate expansion and sustainable progress didn’t happen in a vacuum. “We don’t get to where we are today without the support of all of our vendor partners,” McGhee said. “We continue to try and scale our business which helps scale their business and figure out how we can make investments. When you look at the players out there today, we’re making more investments than anyone at our size in the business while continuing to try to lead the industry for the future.”

Partnership with Hollywood Feed

Lonnie Schwimmer, Founder of Nootie, described partnering with Hollywood Feed as a “strong mutually beneficial partnership where we are aligned on delivering the best possible experience for pet parents. We are consistently focused on helping each other grow our businesses with high quality products that help pets live a better life.”

“Our partnership with Hollywood Feed is strong and collaborative,” said Dennis Mezzacappa, Retail Sales Manager at Dr. Elsey’s. “They’ve supported our brand with consistency, providing transparent communication and a sincere commitment to delivering our products to pet parents in a way that benefits both organizations and, most importantly, the customer.”

“The partnership between Coastal Pet Products and Hollywood Feed is one we truly value,” said President Kim Stout. “Hollywood Feed is a fantastic partner: collaborative, engaged and committed to delivering quality to pet owners. We maintain an open and transparent line of communication, which allows us to work together seamlessly and respond quickly to opportunities and challenges. Their dedication to customer service and premium products aligns perfectly with our mission, making this partnership both productive and rewarding.”

“Our partnership with Hollywood Feed is a longstanding, mutually beneficial collaboration built on trust, shared values and a deep commitment to pets’ well-being,” said Julie Krauss, Co-Founder and Managing Partner at HuggleHounds. “From our perspective, a few key themes define this relationship: shared commitment to quality, innovation and wellness; alignment in brand positioning and customer experience; open communication, co-planning and responsiveness; mutual investment in growth and stability and shared values beyond commerce.” 

“Hollywood Feed has always prided itself on offering exceptional, holistic products that contribute to a pet’s overall health and happiness,” Krauss continued. “They view HuggleHounds toys as part of the ‘wellness’ category—recognizing that play, enrichment and engagement are as important to a dog’s well-being as nutrition or grooming. That perspective aligns perfectly with our own emphasis on delivering best-in-category play value and durability through thoughtful design, smart materials and our exclusive Tuffut Technology. Over time, we’ve collaborated to introduce new product lines—for example, our Knotties, Rope-XBrace, etc.—in their assortment, and we’ve relied on their feedback and insights to refine features, packaging, sizing and seasonal assortments.”

“Our partnership with Hollywood Feed is grounded in shared values and a mutual commitment to pet wellness,” said Pure and Natural Pet President Brian Taus. “We’ve built a great relationship based on trust, transparency and a focus on education—all with the goal of bringing safer, healthier products to pets and their families.”

A Steadfast Colleague

“Hollywood Feed is a strong partner because of their openness to innovation and commitment to offering the best products on their shelves,” said Vincent Biroscak, Vice President and General Manager at PetAg. “Communication between our teams is seamless, and as Hollywood Feed continues to expand, PetAg is proud to be a part of that growth.”

Hollywood Feed has been backing Vital Essentials’ efforts to make raw feeding more accessible and approachable for pet owners. “Hollywood Feed has built its reputation by putting education and community at the center of everything they do,” CEO Heather Govea said. “Their team knows their customers, listens to their needs and focuses on products that truly support pets’ wellbeing. That aligns closely with our commitment to transparency and making healthier nutrition options more accessible. With strong neighborhood roots and a genuine approach to customer support, Hollywood Feed is a partner that helps us bring raw feeding to more families in a meaningful way.”

Hollywood Feed is a strong partner for Antelope largely for its exceptional operational efficiency, customer service and store presentation, said Donald Young, Chief Revenue Officer at Antelope, which acquired Ark Naturals three years ago. “Their team communicates openly, follows through on what they promise and creates an in-store experience that feels just as thoughtful and intentional as the products we make,” Young said. “Their ability to maintain brand standards while growing the pet category makes them an ideal partner.”

“Hollywood Feed has a proven record of growth which allows us to partner with a retailer that has strong market demand and consumer trust and have our products displayed alongside other trusted brands,” said Lennox President Akiva Boclin. 

“They’re just a great company to work with,” summed up Jerry Moffett, Vice President of Sales and Marketing for Ruff Dawg. “Hollywood Feed is reliable and professional. They pay on time, communicate clearly and make collaboration easy. The best part is that they do care deeply about the products they offer and their customers.”

Frankly Pet noted how Hollywood Feed is loyal to the brands they partner with. “Hollywood Feed’s deep connection with the pet community and commitment to personalized service set them apart,” said Frankly Pet CEO Alan Snyder. “They educate their customers and stand behind the brands they carry, aligning perfectly with Frankly Pet’s promise of 100 percent US-sourced and -made beef collagen treats. Their strong reputation and loyal customer base help amplify our mission and reach passionate pet owners.”

Hollywood Feed’s investment in its continuous employee training attracts perceptive pet owners who are drawn to companies like Nature’s Logic. “The commitment to customer service and ongoing education Hollywood Feed’s Feed Team receives each year is a great strength to the partnership,” said CEO Jeff Caswell. “Hollywood Feed believes the best customer service helps pet owners make informed decisions, and we strongly believe informed pet parents will be attracted to our 100 percent natural approach to nutrition.”

To Naturally Fresh Cat Litter’s Director of Sales and Marketing Helen Cantrell, strong communication, responsiveness and an overall commitment to mutual success are a few of the elements of what makes Hollywood Feed a dependable ally. “The Hollywood Feed team consistently maintains open and timely communication while ensuring decisions are made thoughtfully to benefit our partnership, as well as our customers,” she said. “Additionally, Hollywood Feed demonstrates a clear dedication to customer accessibility and convenience.”

Megan Hanceford Meyer, Founder of The Bear & The Rat described Hollywood Feed as a trusted retailer with a loyal customer base. “Their team curates brands that align with pet wellness, which helps elevate awareness of functional and high-quality pet products,” she said. 

“It’s a real partnership [built on] transparent communication and a genuine two-way commitment to ensure mutual success,” said Kevin Davis, Vice President of Sales for Huxley & Kent. 

“Hollywood Feed has built and cultivated a deep trust within the communities they serve—we love being a part of that,” Mezzacappa said. “Their focus on education and customer care mirrors our mission, and their knowledgeable staff highlights Dr. Elsey’s product benefits, like an extension of our own team.”

As the marketplace continues to be more and more competitive, McGhee believes it’s imperative to find unique ways to compete and use your strengths to outperform—regardless of how much larger your competition is. “With all the mass market individuals out there, whether it’s Walmart or Target or Amazon, trying to go deeper in to the pet category, so you have to be able to sell product goods and services that are competitive both at the value end of the equation but also at the premium end of the equation,” he explained. “That means you have to have an efficient operation, and you have to have a means to market that works. Our convenience that we make a huge investment in is delivery. We’re the only organization of our size that owns our entire delivery fleet. There’s just not another organization of our size that can do that, but that allows us to be competitive with the Amazon and the Chewy programs that are out there. While those two are both excellent, we think we’re faster, we think we’re more personable and we think we deliver a more emotional attachment which allows us to compete with much larger players out there. No one else can facilitate that kind of speed or that kind of convenience. It’s a large, competitive opportunity to be able to service a customer in a way that no one else is able to do today.”

As the year winds down, Hollywood Feed remains electric and focused on continuous opportunities and improvement. “You’re going to see us grow even faster in the coming year,” McGhee said. “You’re going to see us continue to try and lead the industry on multiple fronts. We look forward to being a part of the pet industry for a long time.”