Category Analysis: Dog Beds
Leaders within the dog beds category are starting the new year with strategies and game plans that will position each company for continued success and to maintain solid partnerships with retailers. These companies have laid the groundwork to launch multi-functional dog beds that weave sustainable materials, durability and style that pet owners will proudly incorporate into their home décor. Telling the story behind the brand is a key focus for several manufacturers and a facet that they hope retailers will help share in-store. A history and reputation for quality and style has attracted pet owners who make purchasing decisions based on materials, stylish patterns and colors and their pets’ comfort level rather than the price tag alone, even if they are tightening their purse strings on necessities they buy for themselves.
Molly Mutt is committed to sustainability specifically by using 100 percent Global Organic Textile Standards (GOTS) certified organic cotton for all their textile products in 2025, an indicator of Molly Mutt’s pledge to incorporate environmentally friendly practices in their operations and in the final result: safe and natural dog beds. Last year, the company achieved GOTS certification which allows all of Molly Mutt’s retail partners the ability to display the GOTS logo in their stores next to the Molly Mutt display.
“We believe that the consumer wants healthy, chemical free, high-quality products in their home and 2025 will see a running change on all Molly Mutt textile products switch from 100 percent chemical free cotton to 100 percent GOTS certified organic cotton as a way to align our products to this trend,” said Co-Founder Art Simon.
Molly Mutt is turning its attention inward, focusing on the company’s commitment to organic textiles. At this month’s Global Pet Expo, Molly Mutt is showcasing its organic covers for its flagship stuff-it-yourself beds, covers for couches, crates and car seats in addition to pet blankets and bed quilts at its booth.
“Polyesters, as an example, carry a lot of micro plastics and most dog beds and crate covers, are made with a whole range of chemicals, and Molly Mutt is not,” Simon said. “We are selling non-organic cotton, we’re only manufacturing organic cotton, and we are a completely organic textiles company. And that’s the message we’re bringing to the show.”
The move towards organic material was consumer-driven.
“We’re making this shift to organic not because stores have asked us to,” Simon explained. “In fact, most stores don’t. But you know who is responding to it? The consumer. Our feedback from our consumers, and what we’re seeing as far as search volume for dog beds, is that demand for couch covers without harmful chemicals is up huge.”
Equally important is the company’s newfound approach to collaborating with retailers.
“We’re going to go back to we’re a niche and important brand to some retailers,” Simon said. “Some retailers can sell our products and create a wonderful relationship with their customer base. But we’re not going to try to be all things to all people.”
Home Life Pet has been promoting its latest innovation. In its Lazy Beds line, Home Life Pet is spotlighting 4D Hyperatmos fiber filling. The high performing filling aligns with dogs that prefer longer naps and fuses comfort with durability. The 4D Hyperatmos fiber elevates the bed category with technology that combines longevity, convenience and support and is designed with breathable and washable materials, said President Robert Eisenberg.
P.LA.Y. Pet Lifestyle and You’s (P.L.A.Y.) outlook for 2025 centers on innovation and sustainability, while catering to pet parents who go for high-quality, durable and visually appealing pet beds.
“Our outlook for 2025 is optimistic, with a continued focus on innovation, sustainability and aligning with shifting consumer preferences,” said Wonjung Song, Director of Product Development and Procurement at P.LA.Y. Pet Lifestyle and You. “Pet parents are increasingly looking for high-quality, long-lasting and home décor-friendly pet beds that complement their lifestyles while providing maximum comfort for their pets. Additionally, as more pet owners seek sustainable products, we remain committed to using eco-friendly materials and ethical manufacturing practices to differentiate our offerings. Key factors shaping our strategy include economic pressures influencing price sensitivity, the growing demand for orthopedic and anti-anxiety bedding solutions, while still prioritizing durable, responsibly made products over disposable, fast-fashion-style purchases.”
“We are cautiously optimistic about 2025 because the pet sector has consistently shown its ability to withstand almost anything thrown at it,” said Angela Helmuth, COO of Wag Brands. “I think the biggest challenge we anticipate moving forward is the need for constant innovation and evolution. It isn’t enough to just have a great product, but rather what story that product tells and how it can impact pet owners’ lives. We are seeing that the buying demographic for pets has shifted towards younger people who are choosing pets over having children. This younger generation wants to feel something impactful when they spend their money. So, as a company, it is crucial to share the story and meaning behind your brand and products. If you can successfully reach this younger generation, you are in a good space in the market.”
In 2025, Tall Tails plans to upgrade its product line through launching innovative, multi-functional dog beds designed to keep pace with modern pet families.
“This includes exploring sustainable materials, enhanced durability and designs that offer comfort while blending seamlessly into home décor,” said George Barton, Director of Marketing for 3TBrands. “Feedback from retail partners and consumer surveys indicates a growing demand for versatile products that accommodate travel, outdoor adventures and therapeutic needs for aging pets. Tall Tails’ ability to combine functionality with style remains at the heart of our strategy, ensuring we stay aligned with both consumer needs and retailer expectations.”
“MidWest’s focus in 2025 for the bed category will be crate bedding,” said Tara Whitehead, Director of Marketing and Communications, MidWest Homes for Pets. “As a leading manufacturer of wire crates, our first venture into pet bedding, over 25 years ago, began with comforting beds for crates. Beds that shifted the function of the wire crate from a training tool to a lifelong personal space for the family dog. We now have over 300 SKUs of pet bedding in various styles for dogs and for cats, but our core focus will be bedding that enhances the pet crate, with emphasis on our unique innovations like the patented pan strap, the double bolster, or the crate pan cover, a product we developed and introduced to the category. We use a variety of methods and resources to collect data for strategic planning and new product development. We utilize the resources provided by our pet industry partners like APPA and PIDA. We utilize data collected by our third-party marketing and consumer research partners and we also collect valuable insight through the feedback we receive from our retail customers and consumers.”
“In 2025, we are focusing on aligning our dog bed offerings with the evolving needs of pet owners who prioritize quality, comfort and sustainability,” said Louisa Casto, Marketing Director for Barker Beds. “Key areas of focus include expanding our range of orthopedic beds to not just include large dogs, but all dogs and introducing products with the Millennial and Gen-Z demographics top of mind. We make these strategic decisions based on data and insights from various sources. This includes consumer purchasing trends, retailer feedback and insights gathered from our e-commerce platforms. Additionally, we rely on input from industry partners and consumer research to identify emerging trends, such as increased demand for premium and health-focused products. Social media analysis also helps us stay informed about the preferences and concerns of pet owners, allowing us to tailor our approach effectively.”
Molly Mutt has historically attempted to appeal to a broad audience and emphasize the many reasons why it’s beneficial for dogs to have a dog bed stuffed with their pet parents’ clothing and textiles and how much easier these bed covers are to clean, particularly for city dwellers who know the inconvenience of using laundromats. But Molly Mutt’s methods are shifting.
“We’re basically going to say to folks: If you want us, great. You’ve got to commit to us. You’ve got to bring in Molly Mutt, you’ve got to have a sales team that is going to sell Molly Mutt, our product isn’t going to just sit there on the floor. We’re looking for retailers that sustainability and the types of products they use matter to them. That’s the overall attitude we’re taking into this. It’s no more trying to sell everybody on the efficacy of what the Molly Mutt program is.”
Retailers have to do their part. “You know your customer is aware of micro plastics,” Simon said. “You know your customer is aware of products that don’t last. You know your customer is aware of things that don’t wash and don’t work easily. Here is a solution for you, but you’ve got to commit some floor space to it, and you’ve got to commit training. Just like when you started to sell raw food, you had to buy a freezer, and you had to talk about the health benefits of the raw food. Raw food doesn’t sit in a store and sell itself. You’ve got people that are there and engaged. That’s the message we want to get across: We’re looking for those retailers that want to be credible with their customers and that want a certified organic product. That meets the consumer who is looking to change the narrative around micro plastics in their home around harmful chemicals in their life around dog beds and pet products that are not easy to clean and don’t last. ”
Molly Mutt is looking for retailers who are discerning about their customer, giving their customer healthy products beyond the food aisle and who want to help get micro plastics out of the home and who really do want to give a product that performs well, Simon said.
“Does it require some selling? Yeah, it does. Does our cover retail for more than a low-end dog bed? Yeah, it does. But it’s going to last a lot longer, it’s going to be healthier, and it’s going to be beautiful,” he said. “If you’re a retailer, that to me is your sweet spot. You should be trying to sell products like this that differentiate your store which help you stand out against the Petco’s and the PetSmart’s and the big chains because you can make it a personalized approach to the customer’s home and how they feel. We offer a unique point of view that’s worthy of being in a store that really wants to present to their customer products that will make a difference in the health of their home and their pet and the enjoyment of their pet.”
P.LA.Y. enhances the category through a mix of continuous innovation, joining seemingly opposing qualities—function and style—in its designs that fit pet parents’ needs and for their homes. To thrive, P.LA.Y. stresses effective communication with retail partners is vital; retailers’ feedback is a necessity for P.LA.Y. to continuously improve its products, and retailers benefit from its merchandising resources to create a better shopping experience for pet parents.
“We drive the dog bed category forward through continuous product innovation, staying ahead of trends to meet the evolving needs of pet parents,” Song said. “Our focus is on designing beds that are both functional and stylish, ensuring they seamlessly fit into modern homes while delivering optimal comfort for pets. Strong communication with our customers and retail partners is key. We actively gather feedback to refine our products and provide retailers with tools like in-store signage, swatch books and digital assets to enhance customer education and improve the shopping experience. Our flexible ordering model also allows retailers to optimize floor space while still offering a wide variety of beds.”
“We are really leaning into the ‘dogs are family’ concept,” Helmuth said. “It’s not a new concept, but it’s more relevant than ever right now.”
Pet bed manufacturers are directing their focus and attention towards storytelling, quality and contemporary designs. This approach will strengthen connections with pet owners who value seeing their preferences reflected in the products and with retailers and pet owners who prioritize sustainability and eco-friendly practices all while keeping these companies relevant in the market.
