Special Report: Merchandising Pet in the Home
The notion that pets should be kept off the furniture is a thing of the past. Today’s pet parents now invest in furniture and accessories specifically designed for pets, with colors and patterns that reflect current home trends.
“Keeping up with the latest trends is important,” replied Robert Eisenberg, President of HomeLife Pets. “Not only for the product itself but also for what is popular in home décor. Our team takes a three-pronged approach by going to Ginza fashion windows in Tokyo, viewing European designs during visits each year, and tracking indoor home paint and furniture color popularity. It is amazing how much change happens within a two- to three-year period of time. And we also review breed popularity trends.”
“Today’s pet parents want products that complement the look and feel of their homes while still providing exceptional functionality for their pets,” commented Alex Canales, SVP Sales & Marketing, New Age Pet. “We focus on clean lines, furniture-inspired designs, and neutral color palettes that align with current home décor trends. Whether it’s a dog crate that doubles as an attractive end table or an outdoor habitat designed to blend naturally into a backyard setting, our goal is to create products that feel like an intentional part of the home rather than an accessory that needs to be hidden.”
Purrniture has one focus: cats’ comfort. Darryl Michaelson shared what sets the company apart: “We have designed these through the eyes of a cat. My time as a hobbyist allowed me to make modifications as needed. A typical design is easily accessible for the cat. There are step systems built in. A cat may be able to scurry up something, but seldom do they like to jump off from a tall height. Other cat furniture is too steep, and the cat has a hard time exiting the unit. As cats age, they can still climb up and down on our units safely.”
Companies like HomeLife design products that prioritize pets’ comfort while also making it easier for pet parents to maintain tidiness.
“All HomeLife beds are made with a high-tech mattress material called 4D Hyper Atmos fiber,” Eisenberg said. “This unique material was engineered in Japan. The material is super supportive; after many uses, it will still provide the same support level to the joints and spine and never sag. Even better, the material is hand washable and the fabric is all machine washable.”
New Age Pet strikes a balance by creating products that minimize stress and strain for pets while creating dedicated spaces for pets.
“Successful pet product design begins with understanding both ends of the leash,” Canales said. “Pets need comfort, security, and a sense of ownership of their space, while pet parents need practical solutions that fit within their homes and lifestyles. Our design philosophy focuses on combining pet-centric features such as proper ventilation, spacious interiors, elevated comfort, and easy access with aesthetics that fit naturally into living areas. When a pet has a space that is both comfortable and visually integrated into the home, it encourages consistency in routines, reduces stress, and creates a more harmonious environment for both the pet and the family.”
Manufacturers are expanding their offerings to accommodate both larger and smaller dog breeds.
“We have 4 styles of beds currently, with a 5th on the way,” Eisenberg said. “The Mini bed is for small- and toy-breed dogs and cats. Low-profile sides allow for easy entry and exit and aren’t too steep for proper neck/head resting. The next bed is the foldable portable bed, which has a water-resistant cover. Very lightweight and with a handle, the foldable bed is great for hiking, camping, RV life, picnics, ringside at a dog show, or for a kennel operator or veterinarian as a mat. There is the Lazy bed, which is very unique because the mattress has a hugging swell in the design. The Lazy bed comes in 2 sizes, medium and large, with the large being our longest bed for breeds such as huskies, shepherds, larger hounds, working breeds, and larger spaniels. Last, we have our most luxurious bed, the Air bed, with a unique sewing design that has the mattress suspended in air.”
“Our assortment is intentionally designed to accommodate a broad range of breeds, from small companion dogs to large working breeds,” Canales said. “We engineer products in multiple sizes and clearly communicate recommended breed and weight guidelines to help consumers make informed decisions. We work closely with our retail partners to improve the shopping experience through size guides, packaging communication, and digital content. Visual demonstrations, breed-specific imagery, and side-by-side product comparisons help pet parents quickly visualize which solution best meets their needs.”
Michaelson described how Purrniture’s best-selling products meet various cats’ needs.
“My signature design is the Orbitor. The Orbitor was the first design built using reels. It’s all about the tunnel. Cats can play all over it as well. The Scoops allow cats to be as high up in the room as they love without sacrificing any floor space. Desk Toppers solve the dilemma your cat has when he wants to sit with you at your desk. Large enough for a cozy spot and small enough to fit nearby.”
When pet products integrate seamlessly into the home, they can improve the overall ownership experience and strengthen the bond between pets and their families. “Home harmony and happiness are the goal for all pet parents,” Eisenberg said. “Our beds give a level of comfort and cleanliness unmatched. When we truly spend 70-80 percent of our time at home with our dog or cat, having resting places designed for comfort and cleanliness creates a happy place for all.”
“The strongest pet-human relationships are built around daily interaction, comfort, and companionship,” Canales said. “When pet products integrate naturally into living spaces, pets can remain closer to their families while still having a dedicated place to relax and feel secure.”
Companies are helping to strengthen the human-animal bond with products that make homes cozier and tidier for pets and their people.
