Petco Rebrands as a Health and Wellness Company for Pet Parents

The retailer announced the change by discontinuing the sale of shock collars

Image of a dog with the words
Petco launched a campaign against shock collars as part of an overall pivot. Petco
Headshot of Lisa Lacy

Following a trend in which American consumers increasingly see their pets as family members and are spending big bucks on products and services that emphasize animal health and well-being, 55-year-old pet retailer Petco is rebranding as a health and wellness company with a new look and a “major marketing campaign,” which will kick off in early 2021.

@lisalacy Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.