SUPERZOO Preview: First-Time SUPERZOO Exhibitors

First-time exhibitors at SUPERZOO are looking to introduce their solutions and ideas to the industry and get in front of the retailers who heavily influence and sway pet parents’ decision-making. From cheeky brand names to bougie clothing, these companies balance their sense of humor with the weight of caring for pets. These first-time SUPERZOO exhibitors are dedicated to ensuring pets’ needs from snout to tail are properly met while injecting some fun into owning a pet.

SUPERZOO marks Paw Fancy’s West Coast debut. “Our goal is to make a memorable first impression with retailers, buyers, and industry partners,” said Director of Operations and Sales Doretha McCoy for Paw Fancy, which offers interchangeable accessories and couture-inspired apparel for dogs. “We’re excited to introduce our line, demonstrate the versatility and quality behind our products, and build relationships with retailers who are looking for fresh, elevated options in pet accessories and apparel.”

Blake McDowell, CEO of Pet Strip Club, which manufactures dissolvable oral strips that either combat plaque and bad breath or help to soothe and relax dogs, said one of the company’s biggest goals for the show is to introduce Pet Strip Club to the pet industry, in addition to “building relationships with retailers and distributors, and validating that pet parents are ready for a more convenient way to give supplements,” explained McDowell. “We’re also looking to establish ourselves as an innovative brand that thinks differently about pet wellness and leave SUPERZOO with strong retail partnerships and momentum for growth.”

“My biggest goal is to learn as much as I can and say ‘yes’ to as many experiences as possible,” shared WhiffWag Founder and CEO Emily Holmes. “SUPERZOO feels like the perfect place to get WhiffWag in front of the right people, gather real feedback, build relationships, and better understand where the product fits on the retail floor. WhiffWag is still new, so I’m excited to be in the room, have real conversations, and learn what resonates. Part of the fun of this stage is not knowing exactly what I don’t know yet. I keep joking that I’m just naïve enough to believe I can make this work, and just stubborn enough to actually figure it out. Ultimately, I want people to walk away understanding that WhiffWag is not just another dog toy. It is scent-powered enrichment designed to engage a dog’s nose, keep them curious, and help them burn mental energy in a way that feels natural and fun.”

“We’re coming as students first—our main goal is to listen to the brand founders, buyers, and retailers who are fielding harder questions about packaging end-of-life,” explained Jared Damman, VP of Product for WildKind Packaging, a compostable-first flexible packaging manufacturer and brand division of QuantumDigital, Inc. “Beyond that, we want to introduce WildKind to the emerging and natural-products brands who’ve been told compostable packaging means high minimums or a barrier compromise, and get our films into their hands, because a sample says more than a spec sheet ever will.”

Some companies have specific retailers they are eager to engage with. “Our primary goals are to meet our boutique customers face-to-face and connect with buyers who may not be familiar with us yet,” said Monli Founder Weiwei Huang, whose mission to reduce waste while promoting eco-friendliness drove the creation of pet rope toys made from recycled cotton. “We are also keen to begin working with distributors. Additionally, we are excited to introduce two collections we are very proud of: our new hand-crocheted Snuffle Garden and our popular Bakery & Café collection.”

“At SUPERZOO, our primary goal is to introduce Greycoat Research and our feline kidney care solutions to the North American pet industry,” shared Global B2B Business Head, Jiho Kim. “We look forward to building relationships with distributors, retailers, veterinarians, and industry partners who share our commitment to improving long-term feline health and wellness.”

“Our ultimate goal is to redefine the core essence of pet hygiene and odor care,” explained Amy Kim with PAWCUS. “PAWCUS refuses to follow the conventional method of temporarily masking odors with heavy artificial fragrances. Instead, we aim to firmly establish our premium grooming solution in the US market. Our products fundamentally neutralize odor molecules at the source using safe, Active Zinc technology. True to our mission as a premium grooming wipe, we aim to set a new standard that keeps a dog’s paws, eyes, nose, bum, and entire body perfectly clean without any irritation.”

Barkly leashes were designed by women, for women, to keep them safe while walking their dogs. Each leash comes with built-in safety features, including an LED strobe and a panic button that activates a built-in safety alarm. “Our primary goal is growing awareness of Barkly and building on the momentum we created at our debut at Global Pet Expo,” said Co-Founder Dr. Holly Jordan DVM. “We want to connect with retail buyers, large and small, and find distributors who can help us scale beyond our current Chewy, Amazon and TikTok Shop presence. Beyond the business goals, we want pet industry professionals to physically hold the leash, hear the alarm, and understand why this product exists in a way that a product page online simply cannot convey.”

On the heels of winning the 2026 Petcare Innovation Prize powered by Purina, PetPax is keeping the momentum going at SUPERZOO. PetPax provides pet wellness products, namely its SupplaMelts, that address calming and oral health, made with cleaner ingredients and easy delivery, offering fast support for daily needs. Their goal is to help pet parents care for their dogs more easily and confidently, so they can enjoy life together. “We are excited to interact with potential buyers, other pet brands, and industry experts,” shared PetPax Founder and Chief Marketing Officer Nathan Ruff-Williams. “We recently won the 2026 Petcare Innovation Prize powered by Purina, and are excited to continue to show the progress we are making as a small brand, but also to showcase our innovative products.”

“Our primary goal is to introduce PAWDIO to retailers and industry professionals who are looking for fresh, meaningful pet products that stand out on the shelf,” explained Yujie Zheng, the Founder of PAWDIO, which manufactures dog leashes and collars that feature messages such as “Ask First” and “Pet Me” to help keep shy or anxious dogs comfortable and humans safe. “We hope to build new wholesale partnerships, gather feedback from retailers, and increase awareness of our communication-focused accessories that help dogs express their comfort levels and social preferences.”

“SUPERZOO marks an exciting milestone for We Love Doodles,” said Founder Garrett Yamasaki. “Our primary goal is to introduce the brand to retailers, groomers, distributors, and industry partners who may know us from our strong online presence but haven’t yet experienced our products firsthand. We’re looking to build meaningful relationships, expand our retail footprint, and gather direct feedback from pet professionals. Most importantly, we want to showcase how We Love Doodles is helping pet parents achieve professional-quality grooming results at home with products that are effective, safe, and easy to use.”

Mesa Verde Pellets makes high-quality, pure aspen pellets for animal bedding and cat litter. Their products combine safety, reliability and are free of fillers. “My key goal is to get distribution. I am looking for distributors to bring in both our Aspen cat litter pellets, Catkins, and our animal bedding pellets, Mesa Verde Pellets,” shared Senior Sales Lead Eric Cuomo-Jones. “I am also looking for high-volume retailers that buy direct in full truckloads.”

“Our primary goal is introducing WayCrafted and our flagship product, GoTether, to retailers, distributors and pet industry professionals across the country,” explained WayCrafted President and CEO Lennie Walker. “We want to build meaningful relationships with retail partners who recognize the growing demand for products that make life with dogs easier, safer and more enjoyable. SUPERZOO provides an opportunity to gather direct feedback from industry experts and pet retailers as we continue to grow the brand. We view this event as more than a trade show—it’s a chance to learn, refine our strategy and establish a strong foundation for long-term growth in the pet market.”

Gentle Wuff creates durable, eco-friendly gear designed to strengthen the bond between dogs and pet parents. Inspired by real-life adventures, their premium essentials—harnesses, collars and accessories—are built for connection, everyday use, and made with recycled materials to minimize environmental impact. “Our biggest goal is simple: introduce Gentle Wuff to the right people,” said Head of Marketing Elizabeth Reeder. “We’re bringing a strong product line, and SUPERZOO gives us the opportunity to present it to both consumers and retailers in a meaningful, face-to-face way. We want to walk away with new retail relationships, real feedback from pet owners, and several conversations that turn into long-term partnerships.”

As Paw Fancy expands its presence to the West Coast, SUPERZOO felt like the right place to make that introduction. “The show’s scale, energy, and focus on innovation make it an exciting opportunity for Paw Fancy to connect directly with the pet retail community and share what makes our brand different,” McCoy explained. “SUPERZOO is an ideal fit for Paw Fancy because it brings together the retailers, buyers, and pet industry professionals who are actively looking for new products, new ideas, and meaningful partnerships. For us, it is the perfect platform to introduce Paw Fancy to a larger audience, showcase how our products combine style, function, and everyday practicality, and demonstrate how we can help retailers refresh and upgrade the accessories and apparel categories with products customers can feel good about.”

To put it simply: “SUPERZOO is where innovation meets retail,” McDowell of Pet Strip Club summarized. “It’s the perfect place to show the industry that pet supplements don’t have to look the same as they’ve looked for the last 20 years. We’re at the beginning of our journey and wanted to launch on the industry’s biggest stage. Pet Strip Club was created to challenge the traditional supplement experience. Instead of pills, powders, and chews, we offer dissolvable supplement strips that are simple, mess-free, and easy for pet parents to use. SUPERZOO brings together retailers and industry leaders who are actively looking for innovation, making it the perfect place to introduce a new format that can create excitement and differentiation in the supplement category.”

“SUPERZOO is a hub for independent retailers who hand-pick their inventory, which aligns perfectly with our target audience,” Huang said. “We were encouraged by several of our own boutique customers to attend, which provided the final push. It felt like the right moment to meet buyers in person and showcase our new collections.”