Retailer Spotlight: EarthWise Pet

Within the last decade, EarthWise Pet has left a lasting impression on the pet industry retail landscape. The company’s scrupulous approach to mergers and acquisitions have broadened EarthWise Pet’s presence at a measured and sustainable clip. Within the walls of its four banners, EarthWise Pet’s associates are dedicated to teaching pet owners how to responsibly care for their pets by paying attention to training and behavior, diet and skin and coat. This holistic and all-encompassing approach to pet care is ensuring pets and their owners get the most out of the pet and pet owner bond while improving the quality of pets’ lives.

“We continue to organically grow putting up new stores, but there’s been some significant shifts in our model,” said CEO and Chairman Michael Seitz. “We are more services-centric than we used to be. New stores are being built with much larger service departments than in the past. The retail focus has definitely shifted to our certified pet dietician program, and nutrition expertise plays more of a role than it does in traditional retail. It’s almost becoming more of a vet retail in a sense that it’s dietician-led retail and that’s been a pretty significant shift during the last couple of years. We have 1,400 employees across the country that have gone through that training.”

He added, “We have this philosophy now called ‘Let us help you buy better’ program. Let’s educate you—you don’t have to buy from us—but let us educate you on how to improve the quality of life of your pets through nutrition.”

After a rapid rise marked by a frenzy of acquisitions and partnerships, EarthWise Pet has an impressive and imposing presence throughout the US.

Today, EarthWise Pet is comprised of four banners, with each entity bringing unique services and in-store experience to pets and pet parents.

“We have four main banners that everything is consolidated into,” Seitz said. “If we do an acquisition, or if a new banner comes on board, they all get converted into one of these four.”

EarthWise Pet is the flagship banner and offers retail and a grooming self-wash spa with a typical store front size that is anywhere from 1,500 to 2,500 square feet. Dee-O-Gee, the day camp model, has a larger footprint by comparison of typically 3,000 square feet or more. GROOMBAR is the third banner, and similar to dry bars for humans, GROOMBAR is the grooming salon. A fully branded concept, all the products are private label products. Further, at each EarthWise Pet location, its grooming department inside is branded as a GROOMBAR. The fourth banner is Pet Depot, which operates as a warehouse offering wholesale to the public. With a GROOMBAR inside it as well, Pet Depot offers a much broader product mix.

“We see retail as much more experiential than traditional retail so even our retail side has a more experiential approach, but services is a major component to the model now,” Seitz said.

As of late, EarthWise Pet is dedicated to advancing the concept of responsible pet parenting through its Total Pet Care initiative, aiming to define and promote comprehensive, breed-specific guidelines for pet care that encompass nutrition, grooming, exercise and overall well-being. Their goal is to educate and support pet owners in improving their pets’ quality of life without shame, focusing instead on positive, actionable steps to elevate responsible care tailored to individual animals’ needs.

“We’ve had a concerted effort since pre-Covid on what we call ‘responsible pet parenting,’” Seitz said. “We bought up all the URLs—everything related to it—because we wanted to be the place to go to define what that meant. I look at that as what we call TPC, or total pet care. It’s a complete approach to the quality of care for our pets. That might be everything from nutrition to whether grooming is appropriate for them, how often they should get groomed, and how often they should get walked a day. It’s a complete care component to teaching our customers what it means to be a responsible pet parent. That’s the desire of everybody, but there’s no codified reality of what that means. We’re trying to codify if you have this breed, this type of dog, or this type of situation, here is the bare minimum of what you should be doing to be a responsible pet parent for that particular animal.”

“There’s a fine line there,” he added. “We don’t want to use shame to motivate people. We take the approach of, ‘This is what you do currently. This is what you can do to help increase the quality of life for your pet.’ What can we do to bring that person to the next level?”

EarthWise Pet’s continued success is attributed to its holistic approach to pet care. Key factors such as education, positive reinforcement and a commitment to quality care foster strong customer loyalty and trust. The company’s focus on innovation, expansion of relevant services like mobile offerings and grooming salons and strategic mergers and acquisitions further solidify its leadership position in the industry.

“First and foremost, our underlying tagline is the belief pets are family,” Seitz said. “With that as our mantra, everything that we do is based around that ideology. Is this consistent with an animal that we care about yearly? Is this consistent with what we would do for them? It’s important to realize pets aren’t humans. There’s the natural progression of ‘Let’s be respectful, let’s treat our companion pets as part of the family.’ And then there is the misconstrued idea of they are the same as our kids. And they’re not. They have their own needs. They are their own type of animal that needs to be treated as such. So, it’s how do we respect this ‘pets are family’ concept but honor their core being? They’re dogs—what is the ideal scenario for that breed, for that particular dog to get the highest quality of life they can have? It’s not treating them like our kid—it’s treating them in a way that’s respectful to the breed and the animal they are. Everything we do is designed around that.”

A notable success for EarthWise Pet in the last year is the significant expansion of GROOMBAR standalone grooming salons, with plans to deploy more than 50 vans by the end of this year in key markets such as Chicago and aiming for 150 to 200 vans nationwide by the end of next year.

“We’ve really ramped up our mobile grooming rollout efforts,” Seitz said. “We sold out the Chicago metro area for mobile grooming. There will be 42-plus vans in the next several years servicing the Chicago area. There are other metro areas we are about to sign on the dotted line for. It will be the same thing. By the end of this year, we’re probably looking at 50-plus vans that will be on the road, and close to 150 to 200 mobile grooming vans on the road by the end of next year to bring the services component to the customer.”

Strong Team of Associates

The EarthWise Pet leadership team is backed by qualified and skillful associates. Nearly three years ago, the chain Nicole Neal, EarthWise Pet’s current VP of Vendor Relations and Corporate Store Strategy, was working for formed a strategic partnership with EarthWise Pet.

“That partnership gave me the opportunity to step into vendor relations for the entire EarthWise Pet franchising system while continuing to lead vendor relations and purchasing for our corporate-owned stores,” Neal explained. “Most recently, I’ve expanded my role by assisting our COO, Frank Mahony, with overseeing the corporate store strategy, while continuing as VP of Vendor Relations.”

EarthWise Pet’s current CFO Scott Brown’s connection to EarthWise Pet has deep roots.

“I met Co-Founder Dan Webb in business school back in 2010,” Brown explained. “We stayed in touch, and he and Mike Seitz asked if I would help the company as a part time profit coach for franchisees in 2021. The role expanded over the following years until I ultimately accepted the role of CFO in October 2023.”

Sandra Crawford-Johnson, Lead Trainer at EarthWise Pet, had just moved to the Tanasbourne area and was grabbing lunch when she happened to see a pet store across the street.

“I was looking to leave my downtown Portland pet job so that I didn’t have such a long commute,” she explained. “I walked in to the store, asked the cashier if they would be hiring soon, and he laughingly admitted that he was filling in until they hired someone. Literally, he took off his apron and was glad to start onboarding someone right away, given my history of dog training, pet nutrition and sales.”

After managing the store for four years and building a network of customers and pet industry people, Crawford-Johnson started looking for something more.

“It was ideal timing, as Mike Seitz let me know they were looking to franchise their pet and salon concept,” she said. “They had just opened their first corporate office and asked me to grow alongside them. I managed one of the very first Nature’s Pet locations which means I’ve truly gotten to see and be an integral part of the growth.”

For Neal, working in a culture that prioritizes collaboration is one of her favorite aspects of working for EarthWise Pet.

“Supporting both our corporate-owned stores, which we use as a testing ground to refine initiatives before rolling them out system-wide and working alongside our franchisees has been incredibly rewarding,” she elaborated. “Seeing the collaboration and shared commitment from our franchisee’s to bring these ideas to life is truly inspiring. Professionally, I enjoy learning best practices from our stores and strategizing on ways to enhance our day-to-day operations. Applying these insights helps us continuously improve the customer experience across every location. I appreciate being part of an organization that prioritizes adding value for customers. My experience in retail operations, vendor relations and team development allows me to contribute meaningfully and help drive continuous improvement.”

Brown’s favorite aspect of working for EarthWise Pet is simple: it’s the people. “Our team is united behind our belief that ‘Pets are Family,’ and our desire to make pets’ lives better,” he said. “It is also incredibly rewarding to seek out and find amazing franchisees who share our belief and want to help us execute our vision.”

“I love that, despite how large we’ve grown as a company since I joined 17 years ago, our teams truly feel like a family,” said Crawford-Johnson. “We celebrate one another’s wins and give Golden Paw awards during every team meeting when we recognize someone has gone above and beyond and been super supportive of our stores. The company is a great fit for me because I’ve always felt like I’m a part of each stage of our growth over the years. I’ve gotten to directly be a part of the teams and systems we have in place now. Although we’ve gone from the little holistic pet store I managed long ago, to the power house we are now in this industry, I still feel solid that though my input matters in regards to how we improve process and grow as a collective.”

EarthWise Pet’s proactive approach, taking advantage of technological advancements and expanding services such as grooming, in response to swift changes across the pet industry and within the company’s footprint is one of the many facets of the company that has impressed Neal.

“I’ve been impressed by EarthWise Pet’s ability to stay agile and proactive in a rapidly evolving industry,” she said. “Whether it’s anticipating shifts in customer preferences, expanding services like grooming or embracing technology to improve operations, EarthWise Pet has shown a commitment to evolving with the market rather than reacting to it. The company’s focus on education—for both team members and customers—has helped build lasting trust and loyalty, even as new competitors and channels emerge. Additionally, maintaining a balance between strong corporate support and empowering franchise owners to adapt to their local communities has allowed EarthWise Pet to stay relevant and competitive across diverse markets.”

Brown is most impressed by the team’s agility when responding to consumers’ demands and industry-wide changes.

“We operate with a very efficient team, everyone from the CEO to front line employees maintains a ‘roll up our sleeves and get the job done’ mentality,” he said. “It allows us to adapt quickly to changes, whether that is customer preferences related to pet services or the latest breakthroughs in nutrition. As a CFO, that culture is incredibly refreshing, ensuring that resources are shifted to the areas where they can make the greatest impact without a lot of resistance or friction.”

“I cannot praise enough how solid our entire corporate team has become,” said Crawford-Johnson. “Every department has experienced leaders in place and the teams are so cohesive. We have truly honed in our teams since our merge with Bentley’s and work together to stay on top of industry trends and setbacks. Tariffs and big distributor changes come to mind immediately, because these are concerns affecting my team and our opening stores this year. This has been a challenge for us to work around. We’re communicating and working a lot together, based on the pain points we see happening or hear affecting our store owners. We have a department on top of nutrition trends so we can pivot our approach and product selection. Another one that works with vendors across the states to ensure our franchisees have access to the brands and sales support they need. Another team has built our backend data system so that franchisees can run reports to assess sales and product trends. My team outlines and guides franchisees through opening their retail space, which includes stocking a full store. In this example, all four of our teams get together once a month to discuss the varying reasons – sales numbers, nutritional trends, overall support – on why we do or don’t partner with a brand. I have always appreciated how here, at EarthWise Pet, we rely on the experience and knowledge of all our team members when growing our system.”

Being part of the process of creating and empowering teams within the company is a meaningful achievement for Neal.

“I’m proud of the work our team has done to refine training programs for our corporate stores, ensuring our teams are better equipped to deliver exceptional customer experiences and drive sales,” she said. “Partnering with our nutrition team to collaborate with brands has been another key accomplishment; these partnerships have allowed us to bring added value through enhanced education and support for our stores, ultimately benefiting our stores and customers. Being able to align vendor resources with our training initiatives has strengthened our overall strategy and contributed to continued growth.”

“It’s not about where we’ve been or what we’ve done, it’s about where we’re going and what we can yet accomplish,” Brown said. “I suppose our growth speaks for itself, but there isn’t time to look back and celebrate, there are too many opportunities ahead of us.”

“I’ve gotten to be a part of our growth; developing and implementing an entire training system,” said Crawford-Johnson. “I’ve gotten to see us go from a team that was once just myself, the CEO, and our President to this fully functioning company with departments of incredibly knowledgeable and helpful people. I’m proud of what EarthWise Pet has become and having gotten to be a direct part of the growth.”

History and M&A Activity

The Seitz family has been in the pet industry since 1977. Seitz’s mother worked as a professional groomer while his father worked as an entrepreneur that owned several restaurants. Eventually they decided they wanted something different and joined the pet industry together.

Their first grooming shop opened in 1977 and the first retail store opened the following year.

“I actually grew up on the floors of the pet stores,” Seitz reflected. “That was my upbringing and my background—it was part of me. I went a different path though. I actually went to dental school, and then I decided I missed my roots.”

In 2005, Seitz approached his father to gauge his interest in working together to prototype and fine-tune a retail model to the point where the family could operate as a franchise model.

The last five years have been filled with mergers and acquisitions which have not only expanded EarthWise Pet’s reach, but has also allowed for the company to offer more than product solutions.

In September 2021, EarthWise Pet acquired Pet Stuff Franchising and formed what Seitz coined as a “strategic partnership” with Pet Stuff America, formerly Bentley’s Corner Bakery.

“It’s a very unique structure,” Seitz explained at the time. “We were very particular about using the term ‘strategic partnership,’ because that’s what it is, and it’s hard to call it anything else.”

“We are always looking for opportunities to expand and build the right team, and there’s really two major things that contributed to this [Pet Stuff] particular partnership,” Seitz said. “First, the regional accretive nature of the relationship. We didn’t have a strong presence up in the Great Lakes area and they do. What’s amazing is even when they acquired Dee-O-Gee before this process happened, we didn’t have locations in Montana at that time, so really the collective two concepts were regionally accretive. Second, the fact that Bentley’s was looking to franchise but were in the early stages and needed help on how to accomplish that. Third, the Bentley’s locations were essentially all retail and were ripe and ready to add services across the board, and we knew how to do that. We brought to the table the ability to have a service model that we could integrate into their concept. We had the franchising expertise and they had the footprint and the collective buying power.”

In November 2021, EarthWise Pet acquired Pet Pros, a 18-store pet retail chain headquartered in Washington state. The Pet Pros locations were converted into EarthWise Pet locations and dog grooming areas were added giving pet owners access to groomers and self-wash stations. The Pet Pros acquisition and Pet Stuff partnership doubled the size of the EarthWise Pet footprint to 151 locations nationwide.

October 2022 was a busy month. EarthWise Pet purchased Loyal Biscuit, a six-store pet supply chain based out of Maine and those stores became corporate stores. Then EarthWise Pet purchased three of the Wags to Wiskers locations in Michigan as corporate stores and purchased Bark Avenue in California as corporate stores.

In 2023, EarthWise Pet acquired seven Kriser’s Natural Pet locations, See Spot Shop and Pet Depot. The Kriser’s Natural Pet stores became available after its parent company Independent Pet Partners went public with plans to restructure and close a few stores. The 11 new stores rounded EarthWise’s store count to more than 200 locations in the US, and the Kriser’s Natural Pet and See Spot Shop locations were eventually converted into EarthWise pet locations. By the fall of 2023, EarthWise Pet bought back 16 additional Bentley’s Pet Stuff franchised locations as corporate stores.

“In terms of the ‘why’ on that, See Spot was always thought of as a corporate store play,” Seitz explained. “It’s in a good area, a nice fit for the EarthWise Pet brand and easy transition process and they already have the grooming and services in them. With Pet Depot, we wanted a brand, we needed a larger footprint brand. We needed a brand that wasn’t quite as high-end as the EarthWise Pet brands that could hit different markets that had a little bit more of a generic feel to it. Also because there were a lot of acquisition opportunities out in the market that were larger footprints that didn’t fit into our EarthWise Pet banner. We needed another banner that could plug and play into that and the vet component too.”

“We are in a unique position because we brought five great companies together under the same umbrella,” he added. “We have the unique advantage of a lot of inflow where we can be picky. We pick and choose what makes the most sense at the right time. We’re not having to make decisions to drive revenue. We’re able to make decisions for long-term success.”

Vendor Partners 

“The partnership came about through a shared recognition that EarthWise Pet needed a technology platform capable of supporting a rapidly evolving and growing franchise model,” explained Subodh Gupta, Founder and CEO of Franpos. “As EarthWise expanded its offerings—from retail to grooming, self-wash, and daycare—it became clear that a unified system like Franpos could deliver operational efficiency, consistency, and innovation across locations. After a thorough evaluation process, both teams saw a natural fit in working together to support the next chapter of EarthWise’s growth.”

“The partnership between Nulo and EarthWise Pet is built on shared values and a foundation of trust,” said Shannon Skaja, Vice President Sales Planning and Strategy. “Over the years, it has grown into a true collaboration where we support each other in delivering the best for pets and their families. We are aligned in our mission to improve pet health through great nutrition and service and we work closely to help both our brands grow while making a real impact in the communities EarthWise serves.”

“EarthWise Pet has been a fantastic retail partner for ZIWI over many years,” said Heather Hickey, Senior VP of Sales, ZIWI. “Some of their stores were carrying ZIWI even before joining the EarthWise group, while others have grown with us following their acquisition. Today, you can find ZIWI products in locations under every EarthWise banner, which really speaks to the strength and reach of our partnership.”

“We’ve built a wonderful relationship with EarthWise Pet and we appreciate their ongoing support of The Honest Kitchen and alternative feeding,” said Regional Sales Manager, Kaitlyn Wessel. “They’ve been helpful partners in educating pet parents about the benefits of more natural, whole food nutrition and we look forward to continued collaboration. They remain a strong values-aligned partner. Their commitment to educating pet parents and supporting alternative feeding solutions makes them a meaningful part of our retail community.”

“This partnership is built on shared values – we both believe pets deserve better nutrition than what’s typically available,” said Heather Govea, CEO of Carnivore Meat Company. “Like us, EarthWise Pet believes pets deserve better: better food, better health, better lives. Our shared commitment to quality is why they stock their shelves with our Butcher Cut Protein. Together, we’re making raw feeding more accessible while educating consumers about proper pet nutrition.”

“Both Franpos and EarthWise Pet are committed to empowering local pet retailers and franchise owners with the tools and support they need to thrive,” Gupta said. “We share a passion for community-based pet wellness, exceptional customer service, and sustainable growth. EarthWise values innovation that supports independent business owners—and Franpos was built on that same foundation. Our platform exists to simplify operations, improve profitability, and create a more seamless customer experience—goals that are central to EarthWise’s mission.”

“This partnership is a significant milestone for Franpos,” he continued. “It underscores our position as the leading Pet Operating System for franchise and multi-location retailers. Collaborating with a respected, purpose-driven brand like EarthWise Pet affirms our commitment to delivering intelligent, scalable solutions for the pet industry. It also represents an opportunity to continue innovating alongside one of the most forward-thinking brands in the space—helping shape the future of pet retail and services.”

“EarthWise Pet is an outstanding partner because they care about quality, nutrition, education, their customers and, of course, pets,” Skaja said. “The EarthWise team is passionate and knowledgeable, especially when it comes to pet wellness, which makes them a natural fit for Nulo. They are intentional with their product selection and go the extra mile to make sure their staff is educated so pet parents know they are getting trusted advice and top tier options.”

Hickey noted EarthWise Pet’s extensive network of more than 200 locations allows ZIWI to reach a broad customer base across major markets, facilitating targeted marketing efforts such as consumer promotions via platforms like Astro and Promoboxx. These strategies help drive foot traffic to EarthWise stores and increase local awareness of the ZIWI brand.

“With more than 200 locations, EarthWise Pet gives us the ability to connect with pet parents across nearly every major market,” Hickey said. “Our partnership enables us to execute consumer promotions through platforms like Astro and we use Promoboxx to deliver targeted marketing to pet parents who live near EarthWise stores—helping us drive foot traffic and build local awareness of the ZIWI brand.”

Govea praises EarthWise Pet for their commitment to quality and genuine dedication to pet wellness, emphasizing their ability to effectively communicate the unique superiority of Vital Essentials’ products.

“EarthWise Pet doesn’t settle for average—and neither do we,” she said. “Their team can communicate what makes our products uniquely superior, why whole animal protein makes a difference and how to communicate that value to pet parents. They’re genuinely invested in pet wellness, not just moving inventory. When your retail partner can explain the science behind your products and truly believes in what you’re doing, that changes everything. They don’t just carry our products—they champion our mission.”

“We share the same vision, to give pets the best lives possible through intelligent, science-backed food solutions and guidance on pet health and wellbeing,” said Skaja. “Both Nulo and EarthWise Pet believe in doing right by pets with products that are purposeful, backed by science and offered with care. It is that mutual commitment to integrity, innovation and putting pets first that drives the strength of our partnership and reinforces our confidence in its long-term success.”

“EarthWise Pet is deeply committed to premium pet nutrition, which aligns perfectly with ZIWI’s philosophy,” Hickey said. “Their stores offer a curated selection of ultra-premium kibble, raw and alternative-to-raw products, so ZIWI fits right in as a natural choice for pet parents seeking the highest quality nutrition for their four-legged family members.”

“We’re both committed to pet wellness and transparency above all else,” said Govea. “EarthWise prioritizes education and personalized service, which aligns perfectly with our focus on premium raw nutrition. Neither of us believes in cutting corners when it comes to pet health, and we both think pet parents deserve honest answers about what they’re feeding their animals.”

“Partnering with EarthWise gives Nulo a way to connect with pet parents in a personal and meaningful way,” Skaja said. “Their reach across communities and their local engagement helps bring the Nulo brand to life in-store. They are always open to collaborating on events and educational initiatives, which allow us to tell our story and support their customers with purpose. It is a partnership that is committed to making a difference for pets and their pet parents.”

Hickey said that EarthWise’s blend of corporate-owned and franchise stores provides a versatile platform for supporting the ZIWI brand both on a larger scale and through personalized, local initiatives. This structure enables tailored support for individual stores during events or sales, fostering a collaborative environment that enhances brand growth and community engagement, highlighting the value of flexibility and partnership in their shared success.

“EarthWise has a unique mix of corporate-owned stores and passionate franchise owners,” Hickey said. “That combination allows us to support the ZIWI business in a scalable yet personal way. Whether it’s helping to grow the brand chainwide or providing custom support for individual stores during anniversary sales or local community events, we value the flexibility and collaboration that EarthWise offers.”

“One key advantage is their broad store footprint—they have locations in so many neighborhoods, which helps us reach a diverse range of pet parents across the country,” Wessel said. “Partnering with EarthWise Pet allows us to expand access to our products and introduce more people to the benefits of alternative, human grade pet nutrition.”

According to Govea, EarthWise attracts discerning pet owners committed to quality and long-term health, making their customers ideal for Vital Essentials’ raw feeding approach.

“EarthWise connects us with pet parents who refuse to compromise on their pets’ health,” Govea said. “Their customers aren’t price shopping – they’re quality shopping. They ask the right questions and understand the value of investing in their pet’s long-term health. That’s exactly the audience that benefits most from our approach to raw feeding. Plus, having knowledgeable staff who can properly explain our products makes all the difference in building customer confidence. This partnership represents a shared dedication to educating consumers, elevating standards in pet food and delivering real results—one bowl at a time.”

Not Slowing Down

During the second half of 2025, the company’s goals focus on addressing infrastructure gaps, strengthening key positions and enhancing service offerings to support franchisees. In the near future, EarthWise Pet is poised for significant industry impact through upcoming M&A deals expected to shake up the market, along with continued organic growth both through mobile services and expansion of brick-and-mortar locations.

“We are working on a couple of M&A deals that will be announced here in the next few months that will shake up the industry a little bit,” Seitz said. “You’re going to see this overall net that’s starting to be laid for mobile brick-and-mortar EarthWise locations as well as brick-and-mortar GROOMBAR locations, standalone grooming salons that you’ll start to see pop up quite a bit. By the end of this year alone we’ll have 50 or more GROOMBAR locations that will either be standalone GROOMBAR or within existing retailers. It’s going to be an exciting 12 months.”