FINDING THE SWEET SPOT
Pet owners are willing to invest in high-quality pet beds and furniture, reported market
research firm Wakefield Research. In a recent survey conducted by the firm, more than a
quarter ( 29 percent) of dog owners reported spending $100 or more on dog furniture, and
nearly as many cat owners ( 23 percent) reported spending as much for cat furniture.
However, while the market for premium pet furniture is robust, and demographic trends
suggest that the market will likely grow, most dog and cat owners are still spending less than
$100 per item, Wakefield Research reported. When purchasing dog beds, more than a quarter
( 29 percent) of dog owners spend $50 to $99, according to the survey. Only 12 percent of cat
owners spend that much on cat beds. About half of all dog owners ( 50 percent) and cat owners
( 55 percent) spend $20 to $49 for their respective pet beds.
Pet specialty retailers can benefit from stocking products at varying price points to appeal
to a wide range of pet owners.
“New Age Pet has realized considerable growth within all pricing levels, as consumers with
all different budgets are able to find a product that fits their needs and style for each of their
pets,” said Steve Luhrs, senior vice president of sales and marketing for New Age Pet, a brand
of Pinta International in Hayward, Calif.
Alison Schwartz, general manager at All Pets Considered in Greensboro, N.C., said that the
store does best with premium- and value-priced cat and dog beds, adding that competition
from big-box stores that carry mid-priced brands likely account for this trend in her market.
Kimi Proffer, owner of Luca for Dogs in Canoga Park, Calif., on the other hand, noted an
increase in demand for moderately priced beds.
“This, in part, may be due to the increase in online bed sales,” Proffer said.
West Lebanon Feed & Supply in West Lebanon, N.H., stocks a variety of styles and price
points to meet ranging consumer demand as well as to reinforce the “good, better, best”
marketing principle, said Ira Richards, vice president of marketing and business development.
He added that most pet owners consider cost as only part of the buying decision.
“They want to do right by their pets; it makes them feel good to know their pets are happy
and comfortable,” Richards said. “In many cases, the customer won’t necessarily purchase
the most expensive and luxurious option, but they also typically steer away from the economy
COLORS & MATERIALS
WHAT’S TRENDING IN BEDS AND FURNITURE
While dog and cat owners want their pets to be as comfortable as possible, they also want pet beds
and furniture that are attractive as well as easy to maintain and clean.
Denise Strong, co-owner of Pawz On Main in Cottonwood, Ariz., said that round beds with soft,
plush material that is fully washable are trending, along with cave beds.
In addition to comfort, the ability to personalize furniture and even match home décor is
important to many consumers.
“For us, the current popular options include classic-rustic styles such as buffalo check
and forest colors, classic seaside patterns and colors, and muted or natural tones to match
home interiors and personal style,” said Ira Richards, vice president of marketing and business
development at West Lebanon Feed & Supply in West Lebanon, N.H.
Consumer preferences in the category are also being driven by how pet owners’ spend their
“In general, the classics have continued to sell consistently, but we’re also seeing an increase
in the sale of quilted and roll-up beds to accompany the trending outdoors/camping style, among
others,” Richards added.
In terms of color, Steve Luhrs, senior vice president of sales and marketing for New Age Pet, a
brand of Pinta International in Hayward, Calif., reported that consumers are gravitating toward grays.
“It seems to be extremely popular across all products, as consumers seem to be trending to
more modern colors and looks,” Luhrs said.
Modern styling and luxury fabrics account for more sales at All Pets Considered in Greensboro,
“Colors like violet/purple and rose gold/blush have become incredibly popular,” said general
manager Alison Schwartz. “We have also seen more wood or laminate wood furniture becoming
more popular with cat furniture.”
Susanna Vogel, founder of Miut in Salzburg, Austria, said that, based on the feedback she has
received at pet expos, buyers are also interested in products made from recyclable and natural
Kimi Proffer, owner of Luca for Dogs in Canoga Park, Calif., said that bolster beds are popular in
the premium bed category. In addition, the company’s round and rectangular bed styles have been
good sellers, and when it comes to fabric, plush is trending, she said.
CATS AND DOGS
New Age Pet introduced its Kitty
Klimbr and Kitty Korner this year,
both designed as the brand’s
versions of cat trees, said Steve
Luhrs, senior vice president of
sales and marketing for New Age
Pet, a brand of Pinta International
in Hayward, Calif. New Age Pet is
also launching a line of Mossy Oak
houses for both dogs and cats.
Salzburg, Austria-based Miut
is a small startup that launched its
first product line at Global Pet Expo
in March: a modular cat furniture
system with hiding niches, perches
for climbing and the ability to add
“The functional design enables
the user to care for his product and
to adapt it to various needs,” said
founder Susanna Vogel. “Its modular
design can easily be assembled and
disassembled, allowing a closed
material loop and thus can be easily
cleaned. Our modular system is
robust, 100 percent recyclable and
strong enough to withstand claws.”
Luca for Dogs in Canoga Park,
Calif., is always adding new fabric
choices for its beds, said owner
“Most recently, we added
outdoor, plush and faux leather
options,” she said. L U C A F O
Left: Luca for Dogs now offers its Cuddler and Nest beds
in faux leather fabric.
Right: Pinta International designed the New Age Pet Kitty
Klimbr for cats to play, perch and lounge.