Petco Made One Strategic Move That Flipped the Pet Industry Upside Down

For 60 years, Petco has been the go-to destination for everything your furry friends need.

But the company just announced a major shift that nobody saw coming.

And Petco made one strategic move that flipped the pet industry upside down.

Petco launches products for humans in brilliant business pivot

After six decades of selling pet food, toys, and supplies, Petco just dropped a bombshell that’s got the retail world talking.

The company unveiled "My Human" – a brand-new retail segment targeting pet lovers rather than their four-legged companions.

This isn’t just a few novelty items. Petco rolled out more than 1,000 products, from cheeky apparel sporting phrases like "My Dog and I Talk S**t About You" to quirky home goods and kitchen accessories.¹

The pricing strategy is smart – most items cost less than twenty bucks, positioning them as easy gifts and impulse purchases.

Michael Romanko, Petco’s Chief Customer and Product Officer, didn’t mince words about why they made this move.

"Creating a completely unique human category at Petco was a no-brainer that’s deeply rooted in our brand’s essence," Romanko stated. "No matter our lifestyle, the human-animal bond connects us all, and customers are looking for fun ways to show off and share that bond, especially for gifting moments."²

The timing of this announcement isn’t coincidental.

Petco’s market research uncovered something telling – nine out of ten pet owners want to buy pet-themed items for themselves.³

What’s more surprising? Nearly two-thirds admit they already purchase these products purely for enjoyment.⁴

That’s a massive untapped market that Petco just decided to dominate.

The products are as quirky as you’d expect

The "My Human" collection reads like a love letter to every crazy cat lady and devoted dog dad in America.

The product lineup covers every corner of pet obsession.

Shoppers can snag caps and tees celebrating their dog or cat devotion, including shirts that declare "Rescue is My Favorite Breed" and "In My Cat Mom Era."⁵

There’s jewelry featuring paw prints and other pet-themed accessories for those wanting subtler ways to show their animal love.

Home décor gets the full pet treatment – think throw pillows adorned with cartoon felines and coffee mugs designed to help you "speak cat."⁶

Kitchen items include animal-shaped sponges and candles safe for homes with pets.

But it’s the novelty items that really show Petco’s sense of humor.

Then there are the conversation starters.

Picture beach towels that tell strangers to "tell your dog I said hi," umbrellas decorated with literally falling cats and dogs, and a party game called "May Contain Butts."⁷

The novelty section includes everything from sloth-shaped planters to llama bottle covers and something Petco calls a "pup-in-a-cup stress ball."⁸

For the crafty crowd, there’s an oversized checklist of "100 Things to Do with Your Dog" and games with punny names like "Mission Impawsible."⁹

This move could reshape pet retail forever

What Petco figured out is something most retailers miss – they weren’t just in the pet business, they were in the pet-obsession business.

And pet obsession doesn’t stop when you walk out of the store.

Americans spend billions on their pets every year, but until now, there wasn’t a major retailer fully capitalizing on the human side of that relationship.

Petco is betting that people who drop serious cash on premium dog food and designer pet beds will also want to show off their pet love in their own daily lives.

Petco sees this as the solution for gift-giving occasions – whether it’s birthdays, graduations, housewarmings, or holidays.¹⁰

As the company put it in their announcement, "The result is a one-stop shop for pets and the people who love them."¹¹

This isn’t just about selling more stuff.

Petco is redefining what it means to be a pet retailer in 2025.

While other pet stores stick to traditional boundaries, Petco is expanding their definition of customer to include the emotional and lifestyle aspects of pet ownership.

The "My Human" products are available online and in select stores nationwide, with additional locations planned.¹²

Customers can expect regular updates with new items, seasonal products, and brand collaborations to keep the selection current.¹³

This move shows that Petco understands something fundamental about some of their modern customers, who they believe don’t just want to buy products for their pets but want to celebrate their identity as pet people.

And now they’ve created an entire business category around that insight.

¹ Petco Health and Wellness Company Inc., "Petco Launches First-Ever Product Experience for Two-Legged Customers," PR Newswire, August 5, 2025.

² Ibid.

³ Ibid.

⁴ Ibid.

⁵ Ibid.

⁶ Ibid.

⁷ Ibid.

⁸ Ibid.

⁹ Ibid.

¹⁰ Ibid.

¹¹ Ibid.

¹² Ibid.

¹³ Ibid.