SUPERZOO First-Time Exhibitors
First-time exhibitors are eagerly preparing for their debut at SUPERZOO. Having spent months or even years steadily building their brands and product lines, they have patiently waited for the right moment to showcase their offerings on one of the industry’s premier stages. These exhibitors are excited to network with top industry professionals, forge valuable connections and introduce their innovative products and brand philosophies to a wider audience.
The excitement surrounding SUPERZOO extends well beyond the show’s returning exhibitors. After hearing from so many companies preparing to make their debut at this year’s event, Pet Insight decided to spotlight an additional group of first-time exhibitors and the products, ideas and brand philosophies they’ll be bringing to Las Vegas.
In March, Petrients, which promises to offer stress-free and consistent pet food experiences with its treats and toppers, was selected for the Startup Pavilion at Global Pet Expo. During the show, Petrients debuted its Keendlet, a 16-SKU line of pesco-vegetarian treats inspired by Korean baby food recipes, presented to a wide range of retailers and B2B partners across North America, including the US, Mexico, and Honduras.
“The response exceeded our expectations, and we were able to achieve meaningful outcomes, including actual retail placements and partnership agreements with major distribution channels as well as franchise, boutique, and specialty stores,” affirmed Petrients COO Jeany Lee.
“If Global Pet Expo was our first stage to validate market potential, then SUPERZOO represents a step forward in expanding that potential into real business growth,” Lee continued. “This year, we are also participating through the Emerging Brands program. Beyond strengthening our foundation in the North American market, we are also looking forward to exploring new partnership opportunities with potential partners across additional countries beyond the four markets we currently export to.”
“This is our first time on the floor, and our intent is focused: to begin the right conversations with the buyers who shape what reaches the shelf, ahead of launch. We’re not here to be loud. We’re here to show what happens when dog care is built to the standard of high-performance body care: formula, scent, and ritual, considered as one,” shared James Jarman, Co-Founder of grooming brand LovedPack, which offers thoughtfully crafted formulas made with skincare-grade botanicals. “The partners we’re looking for will feel that shift before we say much at all. A few real relationships, and genuine curiosity about where this goes. That’s a strong first year.”
“Our primary goal for SUPERZOO is to walk away with real wholesale relationships, specifically multi-store independent retailers who have the staff and customer base to sell our training products well,” affirmed Jamie Popper, Owner and Founder of the Popper Pets, a dog training gear brand. “We want the right partners from the get-go. Second, we are excited to introduce our new fall colorways – Trail Moss, Golden Hour, and Canyon Blaze and get retailer feedback in real time.”
“As a new company, our biggest goal is simple: listen and learn,” said Patrick Harrison,
Marketing & Communications Consultant at WayCrafted, which creates pet outdoor gear. “We’re excited to introduce WayCrafted and launch GoTether, but we’re equally interested in hearing directly from retailers, distributors, industry professionals, and dog owners. We want to understand what resonates, what questions people ask, and how our products fit into the real-world needs of the pet and outdoor markets.”
“Of course, we’re also looking to build relationships and establish a foundation for growth,” Harrison continued. “SUPERZOO brings together some of the most knowledgeable and innovative people in the industry, and for a young company like ours, that’s an incredible opportunity. If we leave the show with great conversations, new partnerships, and validation that we’re solving meaningful problems, we’ll consider our first SUPERZOO a success. And, orders, of course.”
“We would like to sign up at least 25 retailers and distributors who want to carry our innovative products,” said Pet Relish CEO, M.K. Pet Relish is a liquid food topper, crafted with human-grade ingredients and vibrant global flavors to delight even the pickiest eaters—all while supporting joint health, digestion, and immune function.
“SUPERZOO marks an exciting milestone for Flashy Fox as we officially introduce our company and our portfolio of carefully selected European brands to the US pet industry,” revealed Henrike Klein, Founder of Flashy Fox. “Our primary goal is to build meaningful, long-term relationships with retailers, distributors and industry partners who share our passion for quality, innovation and authentic brand stories. Rather than focusing on volume alone, we’re looking for partners who appreciate products with purpose—brands that are built by passionate founders, solve real problems and create lasting value for pets and their owners. We also see SUPERZOO as an opportunity to better understand the needs of the US market and establish a strong foundation for sustainable growth.”
“American Laboratories is excited to make our exhibiting debut at SUPERZOO,” said Amanda Brown, Senior Director of Commercial Sales for American Laboratories. “Our goals include demonstrating our expertise by showcasing our ingredients for digestive health and palatability. We look forward to expanding our presence in the pet nutrition sector and connecting with both new and existing customers.”
“SUPERZOO gives us an opportunity to connect directly with pet brands and retailers at a time when ecommerce growth is creating both new opportunities and new operational challenges,” said Lauren Fairbanks, CommerceIQ Co-Founder and CEO. “Our goal is to better understand the priorities shaping the pet industry today, share insights from the billions of commerce signals processed through the CommerceIQ platform, and have conversations about how brands can drive profitable growth across retail marketplaces. We’re also looking forward to building new relationships within the pet ecosystem and learning how brands are approaching areas like retail media, inventory management, and ecommerce execution as competition continues to intensify.”
SUPERZOO is among the leading pet industry trade shows on the US West Coast, uniting a diverse group of retailers, distribution partners, and decision-makers who play a key role in purchasing decisions, Lee with Petrients said.
“Globally, awareness around pet allergies and digestive sensitivities is rapidly increasing, while interest in plant-based and meat-free diets for pets continues to grow steadily among pet parents,” she shared. “Petrients sits at the intersection of these two trends, offering the most familiar natural ingredients in a new way. All Keendlet recipes are developed around a pesco-vegetarian, meat-free concept, using only two to four natural ingredients to minimize potential allergens and make them suitable for pets with sensitive digestive systems. Beyond ingredient simplicity, each recipe is carefully formulated by considering the nutritional synergy and compatibility of ingredients, ensuring that every combination delivers balanced nutrition while maximizing the natural benefits of each ingredient. To ensure both quality and palatability, every product undergoes approximately ten rounds of formulation and refinement, followed by extensive palatability testing with more than 100 dogs and cats before its launch. This approach, which considers health, taste, and ease of feeding together, is what differentiates Keendlet in the market.”
“For two years we’ve built quietly, drawing far more from high performance beauty than from conventional dog care: formulas that perform, scent treated with the seriousness of fine fragrance, and a ritual worth returning to,” said LovedPack Co-Founder Elbano Parilli. “SUPERZOO is the one room where that conversation belongs. It draws buyers who read this as a business, not a trend, and who are hunting for what’s next. We wanted our first appearance to be in front of a buying crowd, not a trend crowd.”
“As a dog training gear brand, Popper Pets appeals to dog trainers, walkers, pet boarding and daycare facilities, groomers and retailers like SUPERZOO is known for attracting independent retailers and pet service providers which is why we chose to exhibit here first!” Popper explained. “As Popper Pets enters its second year of business, it was time to invest in trade show presence to expand our reach. Being in the Emerging Brands section is a really intentional place for us to be. It puts us in front of buyers who are actively looking for what’s next and we belong in that conversation.”
“SUPERZOO felt like the natural place to introduce GoTether,” Harrison with WayCrafted summarized. “It’s one of the few events where you can put a new product in front of retailers, distributors, media, and passionate pet owners all at once. GoTether is one of those products that people understand almost immediately when they see it in use. You can explain it, but it’s much more powerful when someone watches it attach to a table, bench, railing, or post and instantly sees the problem it solves. That makes a live environment like SUPERZOO especially valuable. As a first-time exhibitor, we were also drawn to the Emerging Brands section. It provides a great platform for new companies to introduce fresh ideas and connect with people who are actively looking for innovation.”
Encouraged by the positive reception at other pet tradeshows, Pet Relish gained the confidence and validation to exhibit at SUPERZOO, where the team will continue building momentum in the toppers category.
“We had a great success at Global Pet Expo in March and got a lot of traction from the audience,” said M.K. with Pet Relish. “SUPERZOO is even bigger and better with a large audience we can reach. We are looking forward to showing our unique products.”
SUPERZOO brings together exactly the audience Flashy Fox is looking to network with.
“Independent retailers, specialty pet stores, distributors and industry professionals who are constantly searching for unique, premium products that stand out from mass-market offerings,” Klein elaborated. “At Flashy Fox, we specialize in introducing exceptional European brands to the US market. Many of the brands we represent are founder-owned businesses that have grown through craftsmanship, innovation and a genuine commitment to animal wellbeing. SUPERZOO provides the perfect platform to tell those stories, introduce these brands to new retail partners and demonstrate that independent brands can offer something truly different. We believe today’s consumers increasingly value authenticity, transparency and quality, and we see that same trend reflected in the retail community.”
“Driven by the rapid expansion of the pet nutrition market, American Laboratories has made the strategic decision to exhibit at SUPERZOO for the first time this year,” Brown shared. “While we have long been a leader in the human nutrition industry, this marks an exciting milestone as we expand our presence and strengthen relationships within the pet nutrition market.”
“The pet category continues to be one of the strongest-performing areas in ecommerce,” stated Fairbanks with CommerceIQ. “In Q1 2026, our data showed pet brands saw revenue grow approximately 13 percent year over year, while advertising investment and marketplace competition continued to increase. At the same time, stockout-related revenue losses more than doubled, highlighting the growing complexity of managing ecommerce performance at scale. SUPERZOO brings together exactly the audience we’re looking to engage with: brands, retailers, and industry leaders who are navigating those challenges firsthand. It felt like a natural opportunity to share what we’re seeing across the market and learn from the companies shaping the future of the pet industry.”
Rather than focusing solely on a product launch, Petrients aims to go beyond that by introducing the brand philosophy behind Petrients and Keendlet.
“What we most want to introduce at this exhibition is not just a single new product, but the brand philosophy behind Petrients and Keendlet,” Lee said. “Keendlet was inspired by Korean baby food recipes. Baby food is not about adding as many good ingredients as possible, but about carefully considering ingredient compatibility and digestive burden so that even infants in their most sensitive stage can safely consume it. We wanted to apply that same philosophy to pets. By introducing a variety of delicious whole-food ingredients through balanced, flavorful recipes at an early stage, they help children become familiar with a wide variety of flavors and textures. We adopted this philosophy in developing Keendlet, creating recipes that help pets naturally enjoy wholesome treats. For this reason, Keendlet offers a new alternative for pets that have been underserved in the current market those with allergies and sensitivities and senior dogs that require more careful attention to texture and nutrition. We believe that pets, like humans, should have different dietary choices depending on their life stage and health condition. All products are made with natural ingredients, without any artificial additives, flavoring, or preservatives. We also use freeze-drying technology to preserve the natural nutrition and flavor of raw ingredients as much as possible. What we aim to create is not a food that pets are forced to eat for health, but an enjoyable daily food experience that they can enjoy while naturally managing their well-being.”
Lee went on to say: “At SUPERZOO, we will also introduce Keendlet Powder for the first time alongside our existing cube-type products. We believe that the best products are developed by listening to our customers and observing how they actually use them. After launching Keendlet in Korea, Taiwan, and Hong Kong, we noticed that many pet parents were not only feeding Keendlet as treats but also crumbling the cubes into powder to use as meal toppers for picky eaters or mixing them into water to encourage hydration. So the powder was inspired by these real-life feeding habits of our customers, to provide a more convenient solution. It is especially useful for small breeds, senior dogs that require portion control, as well as for pet parents who want to enrich their pets’ daily diet with natural nutrients in a simple and enjoyable way. We see treats not merely as rewards, but as part of a Daily Wellness Routine that shapes a pet’s healthy everyday life. We look forward to sharing our brand message, ‘Healthy Pleasure, the Wellness Your Life Buddy Deserves,’ in various ways throughout SUPERZOO.”
LovedPack is preparing to introduce a fresh approach to pet grooming, drawing inspiration from the premium human skincare and body-care market.
“We’re holding specifics until our Aug. 12 launch, but the short version: most dog care still treats one bottle as the whole job, built for convenience rather than for the experience,” Jarman with LovedPack shared. “What we’ve made is more considered than the category expects, in how it performs, how it’s formulated, and how it feels in the hand and on the coat. It’s a difference you register the moment you experience it, and SUPERZOO will be the first place to do that.”
Popper Pets is expanding its Focus Treat Pouch into three new color ways, available first at SUPERZOO.
Popper shared: “Designed from a professional trainer’s point of view, it features five pockets to keep dog owners and trainers organized so they can focus on building the connection with their dog. Our unique dual-treat compartment allows you to store two kinds of treats, so your reward matches your dog’s brilliance. We’re focused on function-first design and use recycled materials.”
WayCrafted plans to launch GoTether, its go-anywhere dog tethering system.
Harrison affirmed: “We’re thrilled to finally put it in people’s hands. The inspiration came from a simple observation: dog owners are constantly improvising ways to safely secure their dogs while they’re out enjoying life. Whether at a campsite, outdoor café, park, tailgate, or rest stop, there’s often no convenient way to create a safe tether point. GoTether solves that problem in seconds. One important point is that we’re not trying to create more gear. We’re trying to create better solutions. We’re also excited because GoTether represents more than a single product. It’s the first example of what WayCrafted is about—finding everyday frustrations and solving them through thoughtful engineering, durable materials, and practical design.”
“We have one of the most innovative products in the dog food topper category,” M.K. claims. “Pet Relish is the only liquid dog food topper with flavors of International Cuisines. Currently in Italian and Indian flavors with more to come, it’s the perfect solution for picky eaters. Just pour onto their dry kibble or wet food and their food is enhanced to global flavors. Made in the USA with human-grade and dog-safe ingredients, these toppers, in addition to enhancing their food, offer health benefits like anti-inflammation, digestion, and more.”
Flashy Fox is proud to introduce a collection of premium European brands that each bring something unique to the market.
Klein elaborated: “Buddy Pets offers thoughtfully designed, durable dog toys created to encourage healthy play and lasting engagement. WildWash has become one of Europe’s most trusted natural pet care brands, developing professional-quality shampoos and grooming products made with naturally derived ingredients and a strong commitment to sustainability. QCHEFS takes a science-based approach to pet dental health, offering innovative daily treats that help reduce plaque and tartar naturally while supporting overall oral health. Paw Daw of London combines elegant British design with practical functionality, creating premium accessories that enhance everyday life for pets and their owners. What connects all of these brands is a shared philosophy: exceptional quality, founder-led innovation and a genuine mission to improve the wellbeing of animals—not simply to launch another product.”
“We are thrilled to bring the legacy of American Laboratories to SUPERZOO,” Brown said. “Since 1967, we’ve been a trusted US manufacturer of palatants/flavors and digestive enzymes, and we look forward to partnering with others in the industry. Additionally, American Laboratories is a recognized National Animal Supplement Council (NASC) Preferred Supplier and shares in the organization’s dedication to quality, safety, and supply chain confidence throughout the pet nutrition market.”
CommerceIQ intends to engage with booth visitors to explore the potential opportunities that AI can offer to the pet industry.
“We’re excited to discuss how AI is reshaping product discovery and purchase behavior in the pet category,” Fairbanks with CommerceIQ said. “At SUPERZOO, we’ll be hosting an education session, “Agents, Algorithms & Autoship: Winning Pet Market Share in the Age of AI Commerce,” which explores how AI-powered shopping experiences are changing the ecommerce landscape for pet brands. We’ll also be showcasing CommerceIQ AllyAI, a retail super agent that allows brand teams to optimize media spend, improve brand visibility and drive conversion with optimized PDPs. As AI-powered shopping assistants become more influential in product discovery, brands need new approaches to retail media, content, and ecommerce execution. We’re looking forward to sharing how leading brands are investing in agentic retail to remain visible, competitive, and positioned for long-term growth in an increasingly AI-driven marketplace.”
Whether they’re introducing innovative products, seeking retail partners or simply learning from industry experts, these first-time exhibitors share a common goal: making a memorable first impression at SUPERZOO and laying the foundation for long-term growth.