Target's move into this massive market will delight customers
The retailer doubles down, in a totally new way, on one category customers obsess over.
Pets aren’t just animals anymore — they’re family.
And for millions of Americans, that means treating them like one. Outfits, birthdays, premium food, spa days — you name it.
Retailers have noticed. According to the American Pet Products Association, pet spending in the U.S. hit $151.9 billion in 2024, and analysts project that number will keep climbing.
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Trust me when I say I get it. When people ask me if I live alone, I always say, “Nope—I live with my son.” Then I proceed to show them a picture of Bentley, my fluffy, 10-year-old Maltipoo, in a ridiculously cute hoodie.
Now one major player is making a bold push into that space, and fans are already buzzing.
Target relaunches pet brand to compete in growing category
Target has officially overhauled its pet brand, Boots & Barkley, with a massive relaunch designed to take on competitors like Chewy, Amazon, and even Walmart.
The private-label refresh introduces more than 150 new products across treats, toys, apparel, and accessories. While Boots & Barkley has been around since 2009, this is its biggest reinvention to date. It comes at a moment when shoppers are willing to splurge on their pets, even as they cut back elsewhere.
Related: Here's what the average American spends on their pets each year
“Pets are part of the family, and our team went all in to create the refreshed Boots & Barkley brand to bring joy to pets and their parents," said Amanda Nusz, Target’s senior vice president of merchandising, essentials, and beauty.
Target says around 70% of its shoppers are pet owners, so when the team spotted a major gap between basic pet gear and the more premium, design-forward stuff, they saw an opportunity to elevate their offering — without jacking up prices.
Boots & Barkley now leans hard into style, function, and value, all while keeping over half the items under $10.
Target doubles down on pet strategy to challenge rivals
While Target is no stranger to private-label dominance (think: Good & Gather and Threshold), this move is about much more than merchandising.
It’s a strategic play to grab a larger share of the booming pet care economy.
Competitors like Walmart have expanded their offerings and even launched in-house brands. Meanwhile, Chewy continues to dominate in convenience and autoship services. Target’s refresh aims to blend both — offering premium design and value, with the ease of in-store pickup and same-day delivery.
The company has also subtly expanded shelf space for pet products in many of its remodeled stores and is highlighting the new line in its app and weekly circulars —suggesting this isn’t a seasonal bet, but a long-term category push.
With pet spending projected to hit $157 billion in 2025, this category could be one of the most lucrative growth areas in retail.
My pup Bentley’s already eyeing the new collection — and I have a feeling a full-blown shopping spree is in his very near future. Someone hide my Target app.
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