Retailer Spotlight: Petsense

Petsense was founded in 2005 with the goal of serving smaller, local communities by providing high quality, premium pet supplies and food options. This was a second act for founder Jim Dougherty, who had previously founded PetSmart in 1986. Petsense also provides pet owners with various services such as grooming, training and adoption. Petsense is now a wholly owned subsidiary of Tractor Supply (TSC) with more than 200 locations in the US. Petsense by Tractor Supply carries an assortment of reputable brands such as Fromm, ORIJEN, ACANA, Purina Pro Plan, Hill’s Science Diet, Victor and Royal Canin.

Tractor Supply and Petsense

Dougherty served as board chairman of Petsense until his retirement in 2014. Two years later, Tractor Supply announced its Petsense acquisition. At the time, the Arizona-based retailer of pet supplies and services had 136 stores in 25 states. By 2022, Tractor Supply was able to rebrand the subsidiary into Petsense by Tractor Supply.

Through the years, Petsense has developed into a bridge between Tractor Supply and pet specialty. Tractor Supply is the largest rural lifestyle retailer in the US. In 2016, Tractor Supply announced it was officially acquiring 100 percent of Petsense—a $116 million transaction that made Petsense a subsidiary of Tractor Supply. At the time of the acquisition, Tractor Supply had a goal of growing Petsense at a target rate of 15 to 20 percent each year alongside converting TSC’s HomeTown Pet stores into Petsense locations.

“We are excited about the addition of Petsense to the Tractor Supply family as we develop our pet specialty retail business. The pet industry represents a $60 billion market driven by favorable pet ownership trends and the continued humanization of pets by their owners. We believe the pet specialty industry is an attractive expansion opportunity and, with 136 stores across 25 states, we think Petsense is an excellent complement to our Tractor Supply retail operations,” said Greg Sandfort, Tractor Supply Company’s CEO at the time of the acquisition. “With Tractor Supply’s success in the pet category and the knowledge gained from our HomeTown Pet stores, we determined that the acquisition of an established, successful concept with a proven track record of growth would be the best way to capitalize on the opportunities in the pet market. We believe the Petsense team’s expertise in growing smaller format pet specialty stores combined with our proven expertise in the category as well as site selection and store growth, will enable us to accelerate the growth of our pet specialty retail business and enhance long-term shareholder value.”

Once the company was rebranded, Tractor Supply announced its expansion of its Neighbor’s Club program, which acted as a loyalty program for both Tractor Supply and Petsense by Tractor Supply customers. 

“Neighbor’s Club has been a true differentiator for Tractor Supply as we’ve seen strong growth in membership enrollment, increased spending levels and industry-leading retention levels with our high-value customers,” said Hal Lawton, President and Chief Executive Officer of Tractor Supply. “Finding new ways to provide additional value through the expansion of Neighbor’s Club to pet parents at Petsense by Tractor Supply is a natural fit given the complementary nature of the brands. As an industry leader in the fast-growing pet products and supplies categories, the pairing of the two brands with our Neighbor’s Club program continues our history of providing a more rewarding shopping experience for our customers.” 

Tractor Supply has continued to expand and enhance its offerings through opening new locations and developments. Recently, the retailer announced it was breaking ground on a new location in Nampa, ID. The new distribution center is expected to be 865,000-square-feet and will be the 11th center in the Tractor Supply network. The development represents Tractor Supply’s overall mission to provide care and high-quality products to rural areas and lifestyles.

Petsense and Tractor Supply have been aiming to support pet owners through offering convenience and quality. Tractor Supply launched Tractor Supply Rx, which makes ordering pet and animal prescriptions easier. This development allows consumers to not only conveniently order their pets’ prescriptions but is also an affordable option for maintaining pets’ health and well-being. Petsense by Tractor Supply has furthered this support and goal with its pet washing stations, grooming services and veterinary care through its PetVet partnership. Tractor Supply Rx is a supplementary addition to the retailers’ overall profiles. 

Leadership

Assuming the position in 2024, Matthew Rubin is the Senior Vice President and Divisional President, Petsense by Tractor Supply. Rubin is also a member of the company’s executive committee. Before his promotion, Rubin was the Senior Vice President and General Manager of Petsense from 2021 to 2024. He also served as Senior Vice President of Business Development and Growth at The Michael Companies where he oversaw development of MichaelsPro along with mergers and acquisitions.

In an earlier interview with Pet Insight, Rubin attributed Petsense’s continued success to several factors, such as the company opening its 200th location in February 2024. “It’s really investing in the right products for our stores to bring customers value and underserved pet communities out here,” Rubin said. “The partnership with Tractor Supply, when we come to market, people have seen the Tractor Supply brand and our assortment is complementary to the products we sell at Tractor Supply. We have the space to do it in a dedicated pet environment. I think that has been a big part of our success. And lastly, it’s the experience you have in our stores. Our team members don’t just get a paycheck. They are passionate about pets. You can feel it, see it and we hire for it. One of the first questions we ask is: What pets were important in your life? You don’t have to have a pet right now but how are pets important in your life? Serving the pet community, the purpose of our business is to serve pets out here. Servant mindset around really taking care of the pets and the pet parents in our communities, that’s not something you put in a tagline and hope for the best. It starts with the team members who are hired and must give off that real feeling to our customers of knowledge; our expertise is special and differentiated in itself. Our footprint in our markets is great—it’s shoppable.”

Alongside this, Rubin expressed the combination of pet specialty and rural lifestyle presents unique opportunities.

“It’s very complementary, and I use that term often because it’s the best way to describe,” said Rubin. “We carry a lot of products. Nice assortment but a lot of different categories. We are the general store for that rural community. If you think about where we serve in pet specialty, if they couldn’t purchase it there, we’ve got you covered, and you can still earn loyalty points. They serve more than one way or the other. That customer is well served by us in a way that is different than our competitors. The more we do that, the more success. We are fulfilling more of their needs.”

Community Outreach

Petsense has been extremely active in supporting the retailer’s local communities through hosting adoption events and helping shelters and rescues around the country.

In September 2023, Petsense by Tractor Supply Company and TSC Foundation announced a partnership with Puppies and Gold in an effort to support no-kill shelters. The partnership works to award a grant to one shelter each month as well as provide disaster relief grants for shelters and rescues affected by natural disasters or medical emergencies. 

“No-kill shelters provide a safe place for dogs not welcomed in traditional shelters and rescues,” said Rubin. “We are thrilled to work with Puppies and Golf to help us identify these important shelters so that we can support their efforts and help more families, and more dogs enjoy the experience of adoption.” 

In April 2025, Petsense by Tractor Supply celebrated its 20th anniversary with a Spring Adoption event. The company drew attention to its commitment to shelters, pet lovers and animals as a whole. Petsense’s goal for the event was to help 1,200 animals get adopted and find their forever homes.

“For 20 years, Petsense by Tractor Supply has been passionate about supporting pet adoptions and ensuring shelter animals receive the love and care they deserve,” said Rubin. “Adopting a pet doesn’t just change the life of an animal, it brings immense joy and companionship to pet parents as well. We’re excited to celebrate this milestone year by bringing back our Adoptathon and continuing our mission to connect pets with loving families.”

“We make caring for pets easier, more convenient and more affordable than ever,” said Rubin. “By combining our trusted products, expert services and rewarding customer programs, we continue to provide pet parents with the best value and care for their furry family members.” 

The company has several other developments and initiatives happening this year in celebration of its 20 years of doing business. According to media reports, the retailer is expected to open 10 new locations this year, which will initiate its expansion into additional rural markets. Alongside this, Petsense by Tractor Supply has various loyalty rewards and special anniversary perks for Neighbor’s Club members as well as a few anniversary sales and offers. 

With the help of Tractor Supply, Petsense has continued to serve as a light of guidance for pet parents, bridging the gap between pet speciality and rural lifestyles. The business actively supports pet owners in all facets of their lives and has continued to be involved in the communities it serves.