Can an independent pet store sell dog chews under its own brand? Yes. You can start small by putting your own label on clear resale bags of bulk chews, then move to custom printed labels or bags through a private label program once you know what sells. A house brand lets you set your own price instead of competing with the same national bag every other store carries.
Shoppers can compare a national brand's price in seconds on their phone. They can't price-check your store's own bag. This guide walks through how an independent pet store can build a house brand of natural chews in three steps, what it costs per bag at today's prices, and when it makes sense to talk to us about private label.
Why would a pet store want its own brand of dog chews?
- You control the price. A house brand bag has no online twin to compare against, so you set the price that fits your store.
- Your name goes home with the customer. Every bag in a pantry has your store's name and phone number on it.
- Repeat sales come back to you. A customer whose dog loves "your" bully sticks has to come back to your store to buy them again.
- You choose the counts. You decide whether a bag holds 5 sticks or 10, and how it looks on your shelf.
How do you start a house brand without a big upfront order?
Think of it in three steps. You don't need to jump straight to printed bags.
| Step | What you buy | How the brand shows up |
|---|---|---|
| 1. Test | Pre-bagged resale packs or loose bulk packs, sold direct on ValuePetSupplies.com with no account | Your own sticker label on clear, unbranded bags |
| 2. Grow | Wholesale pricing and 400-count wholesale packs after your wholesale application is approved ($500 minimum order) | Your sticker label, on more products and bag sizes |
| 3. Brand | Our private label program | Custom printed labels or bags, with palletized shipments and exclusive pricing for high-volume buyers |
Step 1 lets you learn which chews and bag counts sell before you spend money on printing. Resale pack bags are clear and unbranded, so your label is the only brand the customer sees.
Which chews make a good starter lineup?
Keep it to three or four chews at different price points. Here is one example lineup using 400-count packs at today's prices on ValuePetSupplies.com:
| Chew | 400 count price today | Cost per chew |
|---|---|---|
| Medium 6 inch bully sticks | $518.98 | $1.30 |
| Beef collagen sticks, 6 inch medium | $219.99 | $0.55 |
| Chicken feet | $183.99 | $0.46 |
| Beef cheek braids, 5-6 inch | $279.99 | $0.70 |
Cost per chew is the pack price divided by 400, rounded to the cent. The medium bully sticks also come pre-bagged in 80 bags of 5 or 40 bags of 10 for the same $518.98, so you can skip the bagging and just add your label. See all bully stick resale packs, collagen chew resale packs and yak cheese resale packs.
What could a house brand bag earn?
The chew cost below uses today's prices. The shelf prices are example numbers to show the math; set your own for your market. Your bag and label cost comes on top of the chew cost if you bag loose chews yourself.
| House brand bag | Chew cost per bag | Example shelf price | Gross profit per bag | Margin |
|---|---|---|---|---|
| Bully sticks, 5 per bag | $6.49 | $12.99 | $6.50 | 50.0% |
| Beef collagen sticks, 10 per bag | $5.50 | $12.99 | $7.49 | 57.7% |
| Chicken feet, 10 per bag | $4.60 | $9.99 | $5.39 | 54.0% |
| Beef cheek braids, 5 per bag | $3.50 | $9.99 | $6.49 | 65.0% |
Margin is gross profit divided by shelf price. Once you're an approved reseller, wholesale pricing lowers your chew cost further.
What should go on a house brand label?
- Your store name and logo, big enough to read from the aisle.
- What the chew is and the count, for example "Bully Sticks, 6 inch, 5 count."
- A plain chewing reminder, such as "Always supervise your dog while chewing."
- Your phone number or website, so the customer knows where to buy the next bag.
Check your state's rules for pet treat labels before you print, and ask us for product details you need for your label.
When is it time to talk to us about private label?
- You're reordering the same chews on a regular schedule and your sticker labels are selling.
- You want printed bags that look like a finished brand instead of a sticker on a clear bag.
- You're opening a second location, selling online, or shipping to Amazon and need palletized shipments or FBA direct shipping.
We're a family-owned business, here since 2004, and we ship from our 64,000 sq ft warehouse in Livingston, TN. Tell us about your plans and our reseller team will be in touch.
Frequently asked questions
Do I need a wholesale account to start a house brand?
No. You can test a house brand with bulk chews bought directly on ValuePetSupplies.com with no account and no minimum order, using clear resale bags and your own sticker label. When volume grows, approved resellers get wholesale pricing and 400-count wholesale packs with a $500 minimum order, and our private label program offers custom printed labels or bags.
What does the ValuePetSupplies private label program include?
We offer custom printed labels or bags, palletized shipments and FBA direct shipping, with exclusive pricing for high-volume buyers. Fill out the private label form and our reseller team will be in touch to talk through your products and quantities.
Which chews should a pet store put in its house brand first?
Start with chews that already sell well at your counter. A simple first lineup is a bully stick, a lower-cost chew like beef collagen sticks or chicken feet, and one long-lasting option. Keep the first lineup small so you learn what sells before you print bags.
Ready to stock up?
- Buy bulk direct, no account needed. Test your house brand with medium 6 inch bully sticks in 80 bags of 5 or browse all resale packs, with free shipping to US48 street addresses. Use code VPS15 for 15% off sitewide, excludes wholesale.
- Reselling in volume? Apply for a wholesale account for wholesale pricing and 400-count wholesale packs ($500 minimum order).
- Want your brand on the bag? We offer custom printed labels or bags, palletized shipments and FBA direct shipping, with exclusive pricing for high-volume buyers. Tell us about your private label plans.
Our take
A house brand doesn't have to start with a print run. Pick three or four chews your customers already buy, put your label on clear resale bags, and watch what sells for a couple of months. When the same bags keep going out the door, that's the time to talk to us about printed bags of your own.
— The ValuePetSupplies family, Livingston, TN
Questions?
Call our Tennessee team at 800-825-8373 or email support@valuepetsupplies.com. We've been helping pet businesses stock natural chews since 2004.