Fish4Dogs announces new distribution strategy

After a review of its UK distribution strategy, independent pet brand Fish4Dogs has unveiled plans to supply to UK pet retailers through two new enhanced supply routes. The move has been made to help provide greater support to retailers by increasing their access to the brand’s sales promotion activity, special offers, product information, product availability and distribution.

Fish4Dogs new UK distribution model replicates the successful strategy used by the pet brand across the 30 international markets in which they currently trade, which includes Australia, Asia, Middle East, Russia and Europe. In these markets, Fish4Dogs works exclusively with a local distributor in each territory who provides the brand and also the local retailers with the dedicated brand support they need.

In the UK, Fish4Dogs will now exclusively work with Vital Pet Products as its wholesale distributor partner for the UK market. Through this partnership retailers will immediately be able to benefit from access to the full Fish4Dogs product range, special offers and increased promotional support.

In tandem with the switch to a single wholesaler supply route through Vital, Fish4Dogs will also shortly unveil a new trade website which has been created to supply pet retailers who do not buy through the wholesale channel. This channel will also provide the full Fish4Dogs range, access to point of sale and samples and special offers to support effective promotion in store.

Commenting on the new UK distribution model, Fish4Dogs CEO Graham Smith said: “Like us, Vital Pet Products is an independently owned business that is passionate about giving pets and pet retailers the quality products that can help them thrive. We are delighted that we are now working with Vital as part of our plans to support retailers more.”