This quarter the wholesale counter crossed 140 active retail doors across the US, Canada and Western Europe. For a brand that started in a small apartment with one demanding orange tabby, that number means something specific: Novlo products are now on shelves where pet parents already shop, not just in search results.
Where the growth came from
Independent pet stores led the way — roughly two-thirds of new doors. These are shops whose owners test what they stock, and the SmartTease wand became our quiet bestseller on shelves for the same reason it does online: demo it once and the sale makes itself.
What partners get
The wholesale program stays as advertised: minimums from 24 units, free display kits, Net 30 terms, and restocks that ship within 48 hours. We also now include shelf-tester units for the wand at no charge, because the product genuinely sells better when people can see the prey-rhythm motion.
What is next
Q4 focus is Europe — DE and FR storefronts are live, and our first distribution partner in Benelux starts receiving stock next month. Retailers interested in carrying Novlo can apply through the wholesale page and will receive the catalog within 24 hours.
We would rather have 140 stores that sell through than 400 that shelve. Sell-through is the only metric we celebrate internally.