Vanguard Awards: Retractable Leashes

Both Coastal Pet Products and Flexi are content with their approach to overcoming the challenges posed by tariffs. Each company sidestepped pitfalls by successfully maintaining a reinforced and dependable supply chain throughout the US.

“One challenge we are particularly proud of overcoming this past year was maintaining a strong and reliable supply in the US market despite the impact of new tariffs,” remarked Sylvie Geffrelot, a Flexi spokesperson. “As a brand committed to delivering high-quality products made in Germany, the additional tariffs created significant pressure on our operations. Successfully navigating this situation while keeping our presence stable in the American market was a major achievement for our team.”

“One challenge we’re proud of overcoming this past year was navigating evolving tariff pressures that caused us to make smart, sometimes difficult decisions,” shared Coastal Pet Products President Kim Stout. “We turned those challenges into an opportunity by leaning into our domestic manufacturing capabilities to provide stability, maintain supply, and offer transparency to our retail partners. Through it all, our focus remained on delivering reliable products, high-performing assortments, and consistent service, even in a rapidly changing environment.”

A clear vision, combined with a practical flagship product, has been essential in grounding Flexi North America’s position as a leader in the retractable leashes category. Company Founder, Manfred Bogdahn was very clear in his vision: “For 53 years, flexi has been focusing on its core product: the flexi retractable leash,” shared Geffrelot. “This is the basis for our success. We are the world market leader in a small niche, the number one, and we will make sure it stays that way. 53 years of flexi means inventive spirit and quality. Made in Germany since 1973.”

“Leadership at Coastal Pet Products is rooted most strongly in our values and our longevity in the pet industry,” Stout said. “For decades, we’ve remained committed to doing things the right way, like caring deeply about our industry, our customers, and our associates while delivering dependable quality in both our products and the services that support them. That consistency has built trust and lasting partnerships. We also believe leadership means giving back. From supporting pet industry organizations such as Pet Advisory Network, NAIA, Leader Dogs for the Blind, and Morris Animal Foundation, to investing locally through Junior Achievement, approximately nine scholarships like our associate-family college scholarships and trade school scholarships at area high schools, our focus extends well beyond our business. That values-driven mindset, combined with experience, accountability, and a genuine commitment to people, is what truly sets Coastal Pet Products apart.”

A notable achievement for Flexi North America has been its ability to nurture existing connections, uphold its position as a leader in premium products, and deliver on its promises—all while staying true to unwavering standards. 

“Over the past year, we kept on reinforcing what makes our brand unique—high-quality products made in Germany—and ensured that this value remained clear to our customers,” Geffrelot said. “Being able to maintain strong relationships, preserve our premium positioning, and keep delivering on our promise without compromising quality is something we’re especially proud of.”

One of the successes Coastal Pet Products is most proud of during the past year is the continued momentum behind its strategic growth and innovation efforts, highlighted by its newly announced partnership with Rosewood Naturals, Stout revealed. 

“This partnership expands Coastal Pet Products’ reach and reinforces our commitment to delivering thoughtfully designed, high-quality solutions to more pet owners, while aligning with like-minded partners who share our focus on animal well being and responsible manufacturing,” she said. “A standout success for Coastal in the past year has been our continuing partnership with PetKORE as a distributor of their enrichment toys and grooming tools for dogs, cats, and equine from Joe Markham, the founder of KONG. This collaboration has continued to allow us to expand our offerings and provide innovative, high-quality products that enhance the lives of pets and their owners.”