Market Focus: Toronto
The Greater Toronto pet market is filled with an expansive collection of pet businesses. While each organization is unrivaled in creating a brand and filling a gap within the local community, these earnest and ingenious entrepreneurs each forged their own path into the industry. Their motivation and purpose are as individualized as their companies, but all of these business owners are connected by their drive to ensure pets live active and robust lifestyles.
In 2006, graphic designers Paul Ryu and Georges Khayat opened Timmie Doggie Outfitters. The pair were inspired by their own dog, Timmie, to create a chic, well-designed pet boutique in Toronto. “Merging our design skills with a passion for high-quality pet products, treats and grooming, offered a more stylish alternative to typical pet stores,” explained Paul Ryu, co-founder of the pet specialty and grooming business in Toronto.
Professionally, Miranda Vodovec always gravitated toward roles that involved animals; however, she loved working with people, too. Her career path led Vodovec to roles where she comforted and served pets in a variety of capacities, whether it was health and nutrition or helping lost pets find their way home. “When the opportunity came up to join Meateaters Raw Pet Foods, it felt like a natural next step,” explained Vodovec, who is currently the Store Manager of Meateaters Raw Pet Foods, a pet specialty retailer located in Oakville. “I already had hands-on experience with raw diets from my own pets, and I liked the idea of working somewhere small and community-focused. I still feel so humbled when I see animals struggle with allergies and chronic digestive issues finally come around after trying a biologically appropriate diet. Being able to guide people toward better choices for their animals is genuinely rewarding.”
“My path into the pet industry was not a traditional one,” said Josie Hollanda, Owner of pet specialty retailer M+J Happy Pet in Mississauga. “It was driven by love—for animals, for people and for meaningful connection. I didn’t start with a business plan or industry background; I started with a deep desire to create a space where pets are treated as family and where pet parents feel truly supported. Over time, M+J Happy Pet became an extension of who I am. I learned by listening—to customers, to pets and to my own intuition. What began as a small neighborhood pet store grew into a trusted community space where education, compassion and honest conversations are just as important as the products on the shelves.”
Before running All About Dogs, a training and grooming business in Toronto, Renee DeVilliers’ career began as an actor for film, television and stage. “Growing up, I was always fascinated by the psychology behind the dynamics of theater and the motivations behind the drama that is life,” she said. “When I started a family, the options for continuing in a theater career diminished dramatically and as my family grew, we decided to add a puppy to the works.”
DeVilliers was immediately intrigued with the psychology of dog training along with the theories of behavior and how they affected pet dog training. “I got my first dog in 1994 and just so happened to enter the world of dog training at a pivotal time, during which there was a fundamental shift towards positive marker-based training that was pushing out the old concepts of punishment as a method of teaching animals to live with humans,” she explained. “My previous experience of being on stage helped me to easily transition to the role of educator and entertainer and I started my company in 1996. My students were achieving incredible success through the new positive training that I was providing them. I fell in love with the thrill of teaching both the canines and the humans to connect through the communication of positive training and my company grew from there.”
Ruth Heathcote, a chef, and her husband Robert Riley, a waiter, entertained the idea of opening their own restaurant. Fate stepped in and today, they own Wag on the Danforth, a pet specialty and grooming business in Toronto. “We had always thought about opening a business but restaurants were too expensive and high risk,” Heathcote said. “We decided to focus my knowledge of food and nutrition and his knowledge of customer service and apply it to our love of animals and open our little independent pet supply shop. We also wanted to eventually give our son an opportunity to learn the shop and be comfortable in a customer service setting and Wag was the perfect place for him to do that and we are truly a family business.”
In 2006, boutique pet shops were popping up throughout communities, recalled Ryu. A relatively new retail format that hadn’t yet amassed the traction that pet specialty and larger format retailers had at the time, a boutique pet shop 20 years ago was an unheard-of concept. “We feel like we’re the ‘Dogfathers’ in the boutique market,” Ryu said.
The name of the store was inspired by the first dog Ryu owned as an adult, Timmie. “We combined his name with Doggie Outfitters,” Ryu explained. “We used to take Timmie portaging quite a bit, and Algonquin Outfitters was a place where we rented out canoes, got supplies and started our camping journey. We also wanted our shop to have that kind of a feel; a place where doggies can get their supplies for the journey ahead.”
When Meateaters opened in 2018, Oakville didn’t have raw-focused stores, Vodovec said. The store filled a gap in the community and industry, and takes pride in improving pets’ nutrition with ingredients that are intended for them. “Lots of stores sell pre-ground meals, but we are unique in that we sell DIY components for pet owners who like to make their own meals or customize a pre-ground option!” she said. “We wanted to be a one-stop shop for novice raw feeders as well as those who were more experienced. The name ‘Meateaters’ simply reflects our philosophy: keeping pets’ diets closer to what they’re built to eat, without unnecessary fillers or over-processing.”
Vodovec is resolute in creating an atmosphere where pet owners can comfortably ask questions about what to feed their pets, along with discussing symptoms their animals are experiencing and how to alleviate them. “There are a few key things I wish every pet parent felt more comfortable discussing, [such as] finding the right diet for their individual pet. Not every dog thrives on the same protein, fat level, or feeding style. I like helping people understand nutrient balance, rotational feeding and signs of digestive sensitivity. We like to say, ‘Feed the dog in front of you.’ Guidelines are just a starting point; it’s important to make adjustments as you go.”
“Also, understanding how diet affects behavior,” she continued. “Serotonin is produced in the gut. Energy levels, anxiety and even reactivity can be influenced by nutrition and gut health. Owners are often surprised by how much a proper diet helps.”
“[And finally,] realistic responsibility,” she said. “Things like consistent training, enrichment, routine vet care and safe socialization make a huge difference in an animal’s long-term quality of life. Honestly, just asking questions instead of feeling judged. There is a lot of misinformation out there, and I want pet owners to feel comfortable bringing up concerns. Whether it’s diarrhea, aggression between pets, picky eating, or confusion about food labels. Honest conversations lead to better outcomes for the pet and that is our ultimate goal.”
M+J Happy Pet was created as a haven for pet owners to ask questions and learn how to better care for their pets without being criticized for what they give their pets or pressured into a sale by store associates. “What I felt was missing in the pet industry was warmth and presence,” Hollanda explained. “Many pet parents feel overwhelmed, judged, or rushed when it comes to making decisions about their pets’ health and wellbeing. I wanted to create a space where people feel safe asking questions and where education is shared with kindness, not pressure. M+J Happy Pet focuses on quality nutrition, transparency and guidance—but always through a human lens. The name reflects that philosophy: Happy Pet. Simple, honest and intentional. The ‘M+J’ represents family and personal commitment, reminding me every day that this business is rooted in care, responsibility and heart.”
DeVilliers chose the name All About Dogs to reflect the capacity she wanted her company to encompass. “Not just to address the needs of the training but to include the understanding that comes from studying dog behavior, how dogs learn and how their genetic history affects all of the above,” she explained. “My company name also reflects the fascination I have with the incredible variety of talents that dogs hold that with proper nurturing can bring so many benefits to the lives of humans. So while my start was with behavior modification and general training for pet dogs, I already knew that I was destined to continue my own learning journey, adding many aspects of specialized training to what my business offered. Over the years we have continued to offer puppy and adult foundational training, behavioral change guidance for owners experiencing problems, and then moved to additional relationship enhancers such as agility, tricks, fitness, rally obedience, and scent detection training.”
“We had our dog Sam and our cat Betty and noticed a need for a local family pet shop near our home,” Heathcote said. When the empty store at the top of the street where they lived became available, it was fate. “With a view of East Lynn Park and an animal clinic across the street, we felt that the location couldn’t be better,” she said. “A short walk from home in our much-loved neighbourhood. We found that there were more franchise stores in the community further away and wanted to offer a more personalized and customer service based experience with a focus on nutrition and better animal health. We set about educating ourselves on the best options to have on offer and have spent the last 18 years learning and sharing that knowledge.”
Timmie Doggie Outfitters is facing challenges out of the business’ control but isn’t ready to give up without a fight. “Can’t say we are thriving,” Ryu said. “It’s a tough time for retail and may be the most expensive time in the history of mankind.” In spite of facing “bad economy, heavy competition with small independents, online giants and big franchises with big pockets that crowd the market, we are able to survive during these rough waters,” Ryu said.
Meateaters is adeptly navigating change by following a set of guidelines that steers the company’s decisions and directs associates to create an impressive and unforgettable store experience. “The Greater Toronto area is incredibly pet-friendly and has a high concentration of educated, proactive pet owners who are willing to explore alternatives to conventional kibble,” Vodovec said. “That creates a lot of space for raw food, specialty diets and pet wellness services. For us, there have been several major factors driving success. Education-focused customer service: We’re not just trying to sell things! We are always happy to have visitors come in simply to ask questions or hop on a phone call or even an Instagram DM to share info. It seems many people are curious about raw but intimidated by it. Taking the time to explain, reassure and customize diets builds loyalty. Community engagement: As a small business, it is incredibly important that we support other small businesses. We try to form relationships with our local trainers, walkers and other wellness providers so we can all uplift each other. Since we’re a small team, we know our customers by name and sometimes will head to the freezer to grab someone’s usual food before they even get through the door. We like making each customer feel recognized and valued. Flexibility: As an independently owned business, we have total freedom to choose which products we bring in. We’re always happy to special order items or source those hard-to-find things that aren’t available in conventional stores.”
M+J Happy Pet is immersed in a community of pet owners who are ardent about pet nutrition and making the right decisions for their pets. Further, company leaders prioritize long-lasting relationships with pet owners over short-term basket rings.
“The Greater Toronto area is incredibly diverse, and pet parents here are deeply invested in the health and happiness of their animals,” Hollanda said. “There is a growing openness to learning—especially around nutrition and preventative care—and that creates a strong opportunity for independent retailers who lead with education rather than sales. What has allowed M+J Happy Pet to thrive is consistency, trust and genuine connection. I focus on long-term relationships, not transactions. When people feel heard and supported, they come back—and they tell others. That organic trust has been the foundation of our growth.”
In 2010, DeVilliers opened her first “super” 14,000 square foot facility. “As my love for dog agility grew, it became apparent that I would need a bigger space to offer this to Toronto residents,” she said. “It was a huge endeavor to make this leap to such a large overhead within the city of Toronto. My goal was to be able to offer dog agility and all the other interesting training classes all in one space and fully accessible to Toronto residents. It was an incredible gamble but my successes proved to me that people love the deeper connection that is created with their dogs through agility training and other dog sports.”
“Being a part of a community and watching people’s pets grow from puppy and kittenhood, seeing their progression through life and even seeing them through the end of their lives has been a unique privilege,” Heathcote said is one of the unique opportunities tied to operating a pet business in this market. “We have laughed and cried with our customers and feel a very special bond with our 4 legged and 2 legged community. By being a place where people can come in just for a treat and socialization from us, by offering a great selection of food, toys, supplements, accessories, and advice. We try very hard to meet the needs of those in the neighbourhood and by offering free delivery in the local area and placing special orders for things we may not have on the floor, we hope that our customers feel that our service is what they need for their pets.
The Toronto pet market is made up of 89 different companies operating 355 pet specialty store locations, an increase of four companies and seven store locations from 2025.
Within the Toronto pet market, Pet Valu operates 118 stores, followed by Global Pet Foods with 63 storefronts and PetSmart with 33 stores. These top three retailers make up 60.3 percent of the overall pet market.
Ren’s Pets and Bone & Biscuit Co. operate 20 and 17 stores each.
Operating a handful of stores are Bark & Fitz (six), Tail Blazers (five) and Knick Knack Paddywhack Pet Store and Zen Dog Services, each with three stores. Rounding it out are 16 other multi-unit retailers and 71 single-store retailers. Other retailers make up 19.7 percent of the market and the remaining 20 percent is comprised of single-store retailers.
Year-over-year store counts paint a bright forecast for the pet market. Since 2019, store counts have steadily risen. In 2021, there were 282 stores; in 2023, that number soared to 319 and 2025 ended with 348 stores. Currently, there are 355 store locations in the Toronto pet market.
The Greater Toronto pet market is home to a medley of pet businesses. Each pet-related company has their own journey of how they came to be within the industry and into this remarkable market. Uniting these businesses is a genuine love for pets and a focus on continual improvement, whether that’s enhancing their company or helping pet owners be responsible and informed.
