Everything you need to know about PAW @ Glee 2021

As a leading showcase of pet product suppliers, trendsetters and emerging brands, PAW at Glee 2021 is set to be a thriving platform for any retailers wanting to optimise the ‘pet pound’. 

Focusing on the health and wellbeing of our pets, PAW will provide a true destination for pet buyers who want to source the very best pet and animal products; products that are designed in response to the latest trends and consumer demands. The sector is also supported by leading pet trade associations PetQuip and the Pet Industry Federation, together providing access to a raft of information and business support for those navigating the pet sector.

Talking about the association’s support of PAW, Alexandra Baker, Chief Operating Officer at the Pet Industry Federation said: “The Pet Industry Federation is delighted to have partnered with PAW at Glee this year. As the first face-to-face trade show for the pet industry since restrictions have eased, PAW will provide a welcome platform for pet retailers and other pet businesses to browse new products and speak to suppliers from a wide range of exhibiting companies. Whether you want to find new products, pick up new tips or just get a feel for what’s happening in our industry at the moment, it promises to be an exciting event and our team are looking forward to connecting with pet businesses there.”

PetQuip’s Director General, Amanda Sizer Barrett, added: “The PetQuip team is looking forward to meeting buyers at the first face-to-face event for the sector this year. PAW and Glee are showcasing a wide variety of products and we are looking forward to seeing members and prospective members on the PetQuip stand 6C01. There pet products companies can find a wealth of information about exporting internationally, advice on emerging markets, details of our forthcoming meet the buyer events. We are also looking forward to meeting pet product buyers from the UK and internationally on the International Buyers’ Centre and in the Club (20J-50), where accredited buyers can take advantage of a range of facilities and register their pet product and garden sales leads with the PetQuip and Gardenex team.”

There is no doubt that the role of pets has changed dramatically in the last decade. Our furry and feathered friends (and everything in between) are no longer regarded as just pets, instead they are being viewed as one of the family. Even in turbulent economic times, pet owners are putting their pets’ wellbeing before their own – and that’s music to the ears of pet retailers everywhere. However, the events of the last 18 months have further cemented the importance of some themes which were just started to take shape in early 2019, with many of the brands at PAW 2021 offering products that fit these vital trends.

Pet brands both new and established are quickly developing an offering that taps into the demands of pet parents and pets alike. Whether it’s providing options to suit organic or vegan diets, finding the balance between nature and science, developing age-specific ranges and ranges that focus on the mental wellbeing of pets, or committing to reducing their ecological paw print, the pet care sector is so much more than just ‘food’ and ‘toys’.

Additionally, in stark contrast to declining High Street spending, the pet care market is buoyant as consumers spend more disposable income on luxury pet accessories and treats. No matter political or economic pressures, our pets will still need feeding, grooming and caring for, underpinning the strength of the sector and helping to explain why the pet care market in the UK is now worth an estimated £6.2billion ((Statista report, June 2021).

This ongoing expansion of the pet sector is a key reason why PAW, part of the Glee exhibition at Birmingham’s NEC on 14th – 16th September, is a vital area of the show. This year’s PAW will be a hotbed of seven sub-categories – grooming, pet food, pet accessories, wild animal wellbeing,
bird feeders, pet toys and wildlife gardening – and promises to guide buyers across all sectors to more innovative products than ever before thanks to the plethora of new and emerging brands that have confirmed their attendance at the show.

Look out for brands such as Edgard Cooper who will be making its debut at Glee in 2021, bringing with it a new range of naturally tasty pet foods, which includes its first-ever plant-based offering. Backed by sustainable packaging, Edgard Cooper will also be using Glee to tell the market more about its Zero Pawprint Plan – a special strategy to make a positive impact upon the planet by 2025.

Why not also make a beeline for Hownd. Established in 2015, Hownd has evolved into a multi-award-winning ethical lifestyle brand for dogs offering 100% plant-based health, wellness and hygiene products under one roof.

Echoing this trend for healthy and natural foods will be Kelso and Titch, whose treats are handmade using only natural human-grade ingredients, with no salt, sugar, artificial colours or flavours added.

At Vetark the company mission is to change the landscape of exotic and companion animal nutrition with its unique range of nutritional supplements and treatments. Founded in 1988 Vetark has established itself as market leaders in animal nutrition and are used and recommended by vets, universities, zoos, scientists and pet owners, offering peace of mind for retailers looking to stock the Vetark ranges.

Pet grooming innovation will be presented by Sniffe & Likkit, a brand-new pet-centric range of luxury naturally scented grooming products, fun gifts and tasty treats. Quintessentially British, the boutique collection has been specially created with a 100% natural calming aromatherapy oil scent made of a blend of cedarwood, vetivet, petitgrain, ho leaf and juniper berry essential oils, along with a natural plant-based deodorant to help waft away woofy whiffs!

Joining the grooming line-up will also be Furrish, who has developed as an at-home grooming brand with everything needed for a pleasurable home grooming experience, using trusted and gentle products for every stage of a dog’s life, and Bugalugs. Based in the Lake District, Bugalugs, offers vegan, pH balanced, shampoos, nose and paw balm, colognes, deodorising sprays, detangling and sprays, all suitable for puppies aged eight weeks and above.

Elsewhere, Scoff Paper will be launching the world’s first greetings cards made entirely for dogs to eat, whilst Collarways – an independent distributor – will be showcasing its range of high-quality accessories for dogs and cats.

Goodchaps – a passionate team of dog lovers who have created healthy, high-quality treats and toys – will also be using PAW at Glee to make more noise around its environmentally friendly practices, including sustainably sourced ingredients, 100% unbleached cotton in its toys, and its packaging which is 100% plastic-free and biodegradable, compostable or recyclable.

Another pet accessory brand retailers won’t want to miss will be Mimi’s Daughter.  Specialising in 100% eco-friendly pet products meticulously handcrafted with love and care by expert artisans in Nepal.

Pet tech will be on display from Weenect, leaders in the field of GPS tracking for pets, whilst Aqueos will display its collection of alcohol and bleach-free pet disinfectants, shampoo and first aid products, and PawPride will be showcasing mass appeal pet products such as cooling mats, pet travel essentials and grooming musts.

In addition to this profile of exciting brands, pet products will also be celebrated within the annual Glee New Product Awards. Shortlisted-entries will be presenting their products to the judges at 10:30am on Wednesday 15th September, with the 2021 judging panel having the tough of choosing a winner for each of the pet-related categories including Garden Wild Bird and Wildlife Products (Wild bird feeds, feeders, wildlife products etc), Pet Clothing Product, Pet Toys and Entertainment, Pet Accessories (Collars, Leads, Muzzles, Harnesses), Pet Health, Grooming and Cleaning, Pet Bedding and Travel (housing, carriers, cages, baskets), Pet Food and Treats and Pet Technology.

Find out more

With so much to see under one roof – including Glee’s wider portfolio of brands across seven other key product sectors – this year’s event is a must-attend for retailers wanting to expand their offering (and profitability!) in 2022.


Registration to the 2021 event is now live. Simply visit www.gleebirmingham.com/visitor-registration to secure your free ticket.




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For more information, interviews or images please contact:

Kimberley Hornby, Glee PR Team, Hornby Whitefoot PR

Tel: 07851 610573 Email: kimberley@hornbywhitefootpr.co.uk


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