Category Analysis: Retractable Leashes

Retractable leashes are an approachable way for pet owners to offer well behaved dogs more freedom to explore. The capacity to provide freedom is also countered with the ability to easily bring dogs back, closer to their owners in a timely, reasonable manner. The reason this is achievable is due to the efficient, hardworking dedication of leading manufacturers to create durable and easy to use leashes. 

“It has been a year of meaningful growth and innovation for Coastal Pet Products,” said President Kim Stout. “We’ve continued to build on our legacy of quality and trust while introducing new designs and features that reflect the evolving needs of pets and owners. One of our accomplishments this year has been enhancing our retractable leash line—Power Walker—incorporating ergonomic improvements, new colorways and enhanced safety features that have been well received by both retailers and consumers.

“We’ve also deepened our commitment to sustainability, integrating more eco-conscious materials into our packaging and product development processes,” Stout continued. “At the same time, we’ve taken strategic steps to streamline internal processes and improve operational efficiencies, including SKU rationalization across key product categories. These efforts allow us to better serve our retail partners and their customers by focusing on high-performing products, reducing complexity and ensuring consistent availability of in demand items.” 

“The flexi retractable leash was invented to solve a simple but meaningful problem: how to give dogs more freedom to explore while maintaining safety and control for the dog owner,” Sylvie Geffrelot, Senior Sales Manager, flexi North America said. “Since 1972, millions of dog owners around the world have been using this ‘Made in Germany’ invention.”

“flexi offers unique value to pet parents by going beyond basic functionality and by delivering smart design, additional features and added lifestyle benefits,” said Geffrelot. “Our latest innovations have been created on that way: flexi Xtreme leash is made of extra strong materials to withstand intense usage, is equipped with a robust braking system and extremely bite resistant tape. With its new avantgarde design flexi one inspires with elegance and lightness. flexi Select is the first flexi retractable leash with a length that can be adjusted as required, making the Select ideal for walking in the city as well as in the forest.”

Coastal Pet Products’ success in the category stems from a few key principles, said Stout. “[Which are] a relentless focus on safety, durability and user experience. Every leash is designed with both the pet and the pet owner in mind, ensuring smooth functionality, secure braking systems and comfortable grips. A standout example of this commitment is our newly enhanced Power Walker Dog Retractable Leash, which features a sleek, ergonomic design, an intuitive one-touch locking mechanism, a durable tape leash that provides greater control and comfort during walks,” she said. “We also prioritize rigorous product testing and quality control, which has helped us maintain consumer trust over decades. Additionally, our team listens closely to feedback from retailers and pet owners, allowing us to stay ahead of trends and continuously improve our offerings. The Power Walker 7 is a direct result of that collaborative approach: designed to meet the real-world needs of today’s pet families.”

“As we enter Q4, our focus is twofold: preparing for the holiday season and laying the groundwork for 2026. We’re investing in marketing campaigns that highlight giftable products and seasonal promotions, while also finalizing new, exciting product launches for early next year. Operationally, we’re optimizing our supply chain to ensure timely delivery and strong inventory levels,” said Stout. “In addition, we’re actively engaged in SKU rationalization—streamlining our product assortment to focus on high-performing, high-demand items. This allows us to better serve our retail partners and improve operational efficiency. We’re navigating an evolving global trade environment, particularly the impact of tariffs on imported goods. Coastal Pet has taken proactive steps to move imported items out of China and other tariff-regulated nations, reinforcing our commitment to domestic manufacturing and supply chain resilience. These strategic shifts position us to remain agile and competitive in a dynamic marketplace. We’re also continuing to invest in digital tools and e-commerce partnerships to better serve today’s omnichannel shopper, ensuring our products are accessible wherever pet owners choose to shop.”

While durability has continued to lead the category, pet owners are now gravitating toward customizable leashes. “Retractable leashes has seen a notable shift toward personalization and premium features. Pet owners are looking for products that reflect their lifestyle, whether that’s urban walking, trail hiking or training,” said Stout. “During the past year, we’ve seen increased demand for leashes with reflective elements, dual-functionality and customizable aesthetics. The category is also benefiting from broader pet wellness trends, with consumers seeking gear that supports safe and active routines.”

“As a leader for retractable leashes, flexi plays a meaningful role in helping pets and pet parents live healthier by going beyond the product and focusing on safety, education and innovation,” said Geffrelot. “All flexi leashes are equipped with a convenient, reliable braking system and a tangle-free technology for safe walks. We have designed ergonomic grips for stress-free long walks. Dog owners can use flexi dispenser for poop bag and treats as well as our flexi LED lighting System for higher visibility. We encourage daily walks and outdoor activities to cover exercise needs, and we educate pet parents how to best use the flexi leash and to build deeper bonds with their animals.”

“Retailers capitalize on the high quality, reliability and extra safety that the flexi brand offers them and their customers. By focusing on innovation, design and vertical manufacturing of retractable leashes for more than 50 years, flexi’s quality and functionality simply cannot be matched by competitors in the market today.”