Bark may have made its name in direct-to-consumer (DTC) sales — which were responsible for 89.0% of the pet supplies retailer’s revenue during its most recent fiscal year — but the company’s latest push is through the online retailer Chewy.
The dog-focused brand announced in August that it would begin funneling limited-edition collections of dog toys to Chewy, reaching more than 20 million Chewy customers. The move highlights one area where the company sees new opportunities as it works to ignite sales growth.
Bark is No. 204 in the Top 1000, which is Digital Commerce 360’s database ranking North America’s largest online retailers by their annual web sales. Chewy ranks No. 12. In the Top 1000, Digital Commerce 360 categorizes Bark and Chewy as Specialty retailers. Digital Commerce 360 projects that Bark online sales will reach $457.79 million in 2024.
Bark web sales by year
Bark’s decision to sell toys at Chewy
“Our goal as we expand into different commerce and retail spaces is to fulfill the needs of our customers and their dogs, and to meet them wherever they choose to shop,” Michael Black, chief revenue officer and general manager for consumables at Bark, told Digital Commerce 360 via email. “With Chewy’s massive reach, we can connect with even more dog parents. We’ve learned that success in retail isn’t just about getting into stores — it’s about partnering with those who understand the needs of dogs and their parents as deeply as we do.”
Bark’s Lucy’s Magic Bus Squeaky Plush toy | Image credit: Bark
The launch puts Bark’s toys on Chewy for the first time as the brand seeks out new ways to get its products to dogs and their owners.
“The initial customer feedback exceeded our expectations, and we look forward to expanding our offerings in the coming months,” said Matt Meeker, CEO and co-founder at Bark, when the deal was announced.
Bark toys being sold through Chewy include established products, such as its Grey Bear Hugger, Treats n’ Sweets Gumdrop Tough Treat Dispensing Toy and Lucy’s Magic Bus Squeaky Plush. In addition, Bark plans to add releases from its toppers and Bark Bright dental line. Some toys will get limited-edition releases on Chewy as a part of the launch.
Bark’s recent commerce segment growth
The commerce segment in Bark’s earnings, which includes sales such as those through third-party sellers like Chewy, saw year-over-year growth in both of its two most recent quarters. The category was up 5.2% to $9.2 million in the quarter ended June 30 and 20.9% to $12.1 million in the quarter ended March 31. Chewy joins a list of other prominent brands that already make up the cohort of retailers selling Bark toys.
“Bark products are currently available in over 40k retail outlets, including major partners like Target, Walmart, PetSmart, Amazon, Lowe’s, Old Navy, and even Dunkin’, where we’ve brought dog parents something fun while they grab their coffee,” Black said. “The commerce segment is becoming increasingly important as we aim to meet dog parents wherever they shop — whether they’re picking up home improvement supplies, picking out new clothes for their kids, or grocery shopping.”
Direct-to-consumer channels such as Bark.co, BarkBox and Super Chewer, are still Bark’s core focus, Black explained. However, new retail spaces offer reach to new customers, which we said can “convert new dog parents into long-term members of the Bark pack, driving them back into our ecosystem, whether through retail or direct purchases.”
Bark products that sell well outside of DTC channels
Asked which Bark products have seen noteworthy sales growth outside of its DTC channels, Black mentioned multiple examples from its consumables lines, which benefit from their packaging designs.
“Our Snack Pack Cereal-Inspired Dog Treats have been a standout in retail, currently available at Target and PetSmart, where they’ve captured the attention of dog parents seeking fun, nutritious, and unique treats for their dogs,” he noted. “Designed by Bark’s in-house design team, The Snack Pack product packaging is reminiscent of ‘80s and ‘90s cereal boxes, with interactive activities on the back of each box to engage both dogs and dog parents.”
Bark’s 2024 holiday releases at Costco and Target
Retail sales also give Bark additional reach during the holiday season, which Black previewed for 2024. Those include new iterations from previous offerings, as well as a new, yet-to-be-announced collaboration.
“Every year, we offer fun and exciting holiday dog toys and treats at various retail partners including Target and Costco,” he said. “One of the highlights is the return of our Season’s Sweetings Advent Calendar, which will be available exclusively at Costco, both in stores and online.”
The calendar bundles performed well in 2023, according to Black, leading to this year’s follow-up release.
“It’s a fun way for dogs and their parents to countdown to Christmas together, with eight festive toys and 16 treats,” he added. “Last year, it was such a hit that we could barely keep it in stock, so this year, we’ve made sure it’s available at Costco locations nationwide so even more dogs can join in the holiday fun.”
As for Target, Black teased that Bark is working with the Mass Merchant on something else that will be ready for the 2024 holidays.
“We also have a new holiday program coming to Target later this year, which while I won’t get into specifics, will say that both of our teams are extremely excited for,” he said.
Do you rank in our database?
Submit your data with this quick survey and we’ll see where you fit in our next ranking update.
Sign up
Stay on top of the latest developments in the ecommerce industry. Sign up for a complimentary subscription to Digital Commerce 360 Retail News. Follow us on LinkedIn, Twitter, Facebook and YouTube. Be the first to know when Digital Commerce 360 publishes news content.