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 'Stop the Shock'
Petco launched a campaign against shock collars as part of an overall pivot. Petco

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.

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@lisalacy Lisa Lacy is Adweek's Commerce Editor.