A bark inks contract for sale via Tractor Supply

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Diving Brief:

  • Bark, the company behind BarkBox and Super Chewer, announced on Monday that it has added Tractor Supply as a wholesale partner.
  • Through the deal, Bark products will be available at 1,945 Tractor Supply stores as well as on its website, according to details emailed to Retail Dive. Bark’s Tractor Supply collection will include its Super Chewer toys and categorize items by “playstyle” including pulling, fetching and chewing.
  • Pet store products are now sold in more than 33,000 outlets.

Overview of the dive:

With the addition of Tractor Supply, Bark completes its list of wholesale partners.

The online pet retailer announced in February in partnership with Walmart sell its products in nearly 2,800 mass-market stores and on its website. This partnership followed similar deals Bark had with REI, Target, Costco, Petco, PetSmart, Amazon and others.

As the company skews more and more DTCs, its wholesale business is gaining momentum. Bark earlier this month announced the first quarter revenue increased by 12% to $131.2 million, with DTC revenue increasing 12% to $118.4 million and Commerce revenue increasing 4% to $12.8 million.

“As a retail wholesaler, our approach is unique,” Bark’s Chief Commercial Officer Suzanne McDonnell said in a statement emailed to Retail Dive. “Our monthly production capacity, deep product history, and breadth of our toys, treats, health, and home offerings allow us to move forward with every retail partner. Through our understanding of each business and each store customer – and fueled by the product insights we glean from our direct-to-consumer business – we are able to deliver a tailored experience to make all dogs happy.”

Partnering with Tractor Supply not only helps Bark expand its physical presence, it can also help Tractor Supply deepen its reach in the general pet category as competition intensifies. The retailer announced earlier this month that it rename his pet business to Petsense by Tractor Supply. This came shortly after Petco announced earlier this year a new rural store concept dubbed Neighborhood Farm & Pet Supply – putting it in more direct competition with Tractor Supply.

The deal also comes as Bark strives to expand its C-suite. In May, the company appointed a new marketing director by Cindy Gustafson, who previously held leadership positions at Nike, WW International, American Express and Unilever. Prior to this, Anil Nair, the former Director of Global Logistics at Amazon, was named director of supply chain for Bark.

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