Retailer Spotlight: Mud Bay

Mud Bay is the largest independent, family- and employee-owned natural pet food and supplies retailer. The company is headquartered in Olympia, WA, and operates 65 stores across Washington and Oregon. 

With a wide selection for dogs and cats, the stores carry healthy, natural, and raw food, supplements, treats, toys, and litter. Dogs are welcome in stores and are always offered a treat before they leave. The stores carry a curated selection of national and independent brands such as Weruva, Rawz, FirstMate, Fussie Cat, Fromm, NutriSource, Nature’s Own, Farmina, Open Farm, ZIWI, Grandma Lucy’s, and Honest Kitchen.

Mud Bay has built its reputation on knowledgeable employees and personalized customer service. The retailer offers free pet food samples to help customers find products that meet their pets’ nutritional needs. It also has a generous return policy, accepting products that don’t meet customer expectations.

Mud Bay employs between 500 and 600 workers, whom the company calls “Muddies.” In 2015, Mud Bay established an Employee Stock Ownership Plan (ESOP). Today, the company remains family-owned, with employees holding approximately 10 percent ownership. “Muddies” undergo intensive animal health and nutrition training during their first year. 

Mud Bay’s investment in employees has also attracted attention beyond the pet industry. A 2019 MIT Sloan School of Management case study examined the company’s efforts to improve wages, benefits, training and operational efficiency. Between 2014 and 2017, Mud Bay increased wages by 24 percent and raised the percentage of employees working more than 30 hours per week from 69 percent to 82 percent. The study found that the changes contributed to lower employee turnover, increased productivity and stronger sales.

Mud Bay partners with many small and local businesses. The company also offers toys, supplements, litter and treats under its “Made with Mud Bay” label. Founder Elsa Wulff developed the company’s first private-label product, Clara’s Biscuits, named after her dog.

Mud Bay regularly gives back to its pet community. The company has an Animal Welfare Program (AWP) that donates more than $1 million a year in food and supplies to more than 50 official AWP partners.

History

Mud Bay started when Elsa Wulff bought an old farm store on Mud Bay Road and originally named it Mud Bay Grainery. From Pop-Tarts to hog feed—the original store sold more than pet goods. But it was not profitable. Elsa’s son, Lars, joined the company as its third employee, and it became a true family affair when Elsa’s daughter, Marisa, joined the company after receiving her MBA.

As farmlands in the area decreased, Mud Bay shifted its focus to canine and feline nutrition. The company also recognized the importance of educating consumers about healthier pet food options and empowering employees to provide knowledgeable recommendations. By 1999, Mud Bay’s focus on natural pet care paid off—its sales had quadrupled. In 2000, Mud Bay acquired Bosley’s Pet Foods stores and expanded beyond Olympia. In 2003, the company opened its own distribution center and then expanded it again in 2007 to keep up with its sourcing strategy of finding unique and natural pet supplies. 

The company expanded into Oregon and southeast Washington in 2013, the same year it celebrated its 25th anniversary. Mud Bay commemorates company milestones with an employee celebration called “Mudstock.” 

By 2019, Mud Bay had reached many milestones. Its store count was more than 50, and its revenue had grown to almost $100 million. Today, Mud Bay operates 65 stores, with 44 in Washington and 21 in Oregon. 

Leadership

The leadership at Mud Bay has been consistent and stable, with top positions remaining in the family. Marisa Wulff is Co-Founder and Co-CEO and Lars Wulff is Co-Founder and Executive Chairman of the Board. Lars was previously Co-CEO. Al Puntillo is the Chief Merchandising Officer. Tracy Yamane has been with the company since 2010 and serves as the Chief Operating Officer. Joel Higgins is the Chief Financial Officer and has been with the company since 2018.

News

Mud Bay kicked off the new year by donating more than $300,000 in food, supplies, and monetary contributions to Pacific Northwest animal welfare organizations. Customers and pet food manufacturers contributed more than 25 tons of pet food collected at Mud Bay stores.

“We partner with over 60 dedicated animal welfare organizations and shelters, each uniquely connected to a local Mud Bay store in their shared community,” said Justin Anderson, Senior Marketing Manager at Mud Bay in a statement to the press. “For more than 30 years, we’ve built strong, lasting relationships with these organizations and understand the meaningful impact food and supply donations can have.”

Always looking for unique in-store events that bring in the dogs and their owners, Mud Bay hosted a free “Beat the Heat” event this July, offering dogs pet-safe frozen yogurt made with peanut butter and applesauce.

In September, Mud Bay and its customers organized an emergency donation drive to support pets and families impacted by a regional wildfire in Spokane. The company matched customer-donated purchases up to $10,000 in partnership with organizations.

Also in September, employees at a group of Mud Bay stores in the Seattle area voted in favor of representation by UFCW Local 3000, according to official National Labor Relations Board results. Additional union-election petitions were filed for stores in Bellingham and Lake Forest Park later that month. 

On a page dedicated to the unionization effort on its website, Mud Bay emphasized its history of investing in employees through higher wages, improved benefits and employee ownership. The company expressed opposition to union representation, stating, “We think the future for Muddies and Mud Bay is better without a union.”

Often a local favorite, the company was recently named Best Pet Store 2026 by South Sound Magazine and its Bellingham store was recognized in the 2026 Cascades Best Pet Stores.

From a small farm store to a major retail presence across the Pacific Northwest, Mud Bay has built its business around natural pet nutrition, knowledgeable employees and community involvement. With personalized service and curated product selection, Mud Bay demonstrates how independent retailers can differentiate themselves and appeal to pet parents.