Outward Hound

What Outward Hound does

Outward Hound (legally The Kyjen Company LLC) is a privately held US pet products company that designs, develops, and distributes a broad portfolio of dog and cat goods including plush toys, interactive puzzle games, chew and dental products, treat-dispensing toys, slow feeder bowls, life jackets, carriers, harnesses, and natural single-ingredient treats. The company operates nine sub-brands (Outward Hound, Nina Ottosson, Petstages, Planet Dog, Best Friends By Sheri, Charming Pet, Wholesome Pride, Catstages, and Pupstages), several of which were acquired through a multi-year roll-up starting in 2015 and assembled to give the company category-specific brand equity in puzzle games, dental chews, treat dispensing, pet beds, and natural treats. Product technology centers on physical design and materials rather than software: notable technical components include the Dogwood wood-alternative chew (lead-free, phthalate-free, splinter-resistant synthetic with real wood flavor), safety-engineered dog life jackets with rescue handles, buoyancy, and reflective accents, and food-safe BPA/PVC-free puzzle toys marketed as delivering 15 minutes of mental stimulation equivalent to 30 minutes of physical activity.

The business runs a dual-channel go-to-market: direct-to-consumer e-commerce via outwardhound.com, powered by BigCommerce, fulfilling orders from a La Mirada, CA warehouse within 1-2 business days for shipping in 2-3 business days, alongside a wholesale program serving authorized online and brick-and-mortar retailers with a $100 minimum order, free freight on orders over $250 in the contiguous US, and an iMAP pricing policy that prevents online resellers from listing below 20% off MSRP. Marketing is primarily content-driven through the Furtropolis blog and a wide social media footprint (Instagram, Facebook, Twitter, Pinterest, YouTube, LinkedIn, Snapchat) plus earned media features in Mashable, People, Real Simple, BuzzFeed, and Brit Co. Customer segments are split horizontally across dog and cat owners seeking enrichment, safety, and travel products, and a B2B segment of pet product retailers. The company is headquartered in Centennial, Colorado, with management including Founder and Vice Chairman Kyle Hansen and CXOs across marketing (Michael Parness), operations (Jared Mosher), and finance (George Vareldzis).

Name

Outward Hound

Legal name

The Kyjen Company LLC

Website

https://outwardhound.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Outward Hound is a privately held US pet products company that designs, distributes, and wholesales dog and cat toys, puzzle games, life jackets, treats, beds, and travel gear across nine sub-brands through direct e-commerce and authorized retail channels.

Ownership category

akta.pro rank

Product category

Pet Products

NAICS

Pet and Pet Supplies Retailers (459910), Hobby, Toy, and Game Retailers (459120)

SIC

Retail-Hobby, Toy & Game Shops (5945), Retail-Apparel & Accessory Stores (5600), Dolls & Stuffed Toys (3942)

akta.pro primary industry

Pet Toys & Enrichment Retail (CRALAHAE)

akta.pro secondary industries

Pet Supplies Omnichannel (CRAFAEAJ), Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM), Pet Toys, Training & Enrichment Products Distribution (CRAOAKAE), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Pet enrichment products
• Dog puzzle toys
• Dog life jackets
• Interactive pet toys
• Natural dog treats

Headquarters

HQ city

Centennial

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Revenue generated from direct sales to consumers through the outwardhound.com e-commerce platform. Products include dog and cat toys, treats, beds, bowls, and gear sold at MSRP with periodic discounts.
2. Wholesale Distribution: Wholesale sales to authorized retailers with a $100 minimum order. Online retailers must abide by iMAP policy of not listing products below 20% off MSRP. Free freight on orders over $250 in contiguous US, with freight charges for smaller orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Outward Hound designs, manufactures, and distributes pet products through a portfolio of nine brands covering interactive puzzle toys, treat-dispensing toys, dog and cat chew toys, dental toys, dog life jackets, pet carriers and harnesses, slow-feeder bowls, pet beds, and single-ingredient natural treats. Products are sold directly to consumers via outwardhound.com and through wholesale to authorized retailers under a $100 minimum order with iMAP pricing protection.

Product overview

Outward Hound is a pet products company operating as a multi-brand portfolio that sells directly to consumers and through wholesale channels. The company offers eight sub-brands including Outward Hound (core brand), Nina Ottosson (puzzle games), Petstages (chew toys), Planet Dog (treat-dispensing toys), Best Friends By Sheri (pet beds), Wholesome Pride (natural treats), Catstages (cat toys), and Charming Pet (accessories). The product range spans interactive puzzle toys and treat-dispensing toys (Dog Brick, Dog Tornado, A-Maze Ball), dog life jackets (Granby Splash, Dawson Swim, Standley Sport), pet carriers and travel gear (Puppak, PupPak), dog treats (Wholesome Pride sweet potato treats), and various cat products. The company sells through its BigCommerce-powered e-commerce platform at outwardhound.com and ships from a warehouse in La Mirada, CA.

Differentiator

Problem solved

Functional benefit

Brands

• Petstages: Dog and cat chew toys, dental toys, and enrichment products
• Planet Dog
• Nina Ottosson
• Best Friends By Sheri
• Charming Pet
• Wholesome Pride
• Catstages
• Pupstages

Products and services

• Outward Hound Core Brand (interactive dog toys, puzzle games, treat-dispensing toys, and gear) Primary brand offering interactive dog toys, puzzle games, treat-dispensing toys, and dog gear including life jackets, carriers, and travel accessories for pet owners.
• Nina Ottosson Dog and Cat Puzzle Games Dog and cat puzzle games and interactive treat toys designed for mental enrichment, available in difficulty levels 1-4 to match pet problem-solving abilities.
• Petstages Chew and Dental Toys Chew toys and dental health products for dogs and cats, including Dogwood wood alternative chews and dental chew toys designed to clean teeth and massage gums.
• Planet Dog Treat-Dispensing Toys Treat-dispensing and chew toys including the Orbee-Tuff line of durable, floatable dog balls and sports-themed treat toys.
• Best Friends By Sheri Pet Beds Pet beds and comfort products including the OrthoComfort Deep Dish Cuddler and various pet beds designed for comfort and support.
• Wholesome Pride Natural Dog Treats Natural, single-ingredient dog treats made from dehydrated fruits and vegetables, including sweet potato treats, banana bites, and apple slices sourced from sustainable farms.
• Catstages Cat Toys Cat toys and interactive products including ball tracks, catnip toys, dental chews, and kicker toys designed for feline enrichment and play.
• Charming Pet Dog Accessories and Toys Dog accessories and toys featuring quirky, character-based designs for pet owners seeking unique and playful products.
• Pupstages Puppy Toys Puppy-specific toys and products designed for teething and developing dogs.
• Dog Brick Interactive Treat Puzzle Dog Toy Level 2 Intermediate dog puzzle featuring multiple treat compartments where dogs flip open lids, slide sliders, and remove bone covers to find hidden treats. Made from food-safe, BPA, PVC, lead, and phthalate-free materials, providing mental stimulation equivalent to 30 minutes of physical activity in 15 minutes.
• Dog Tornado Interactive Treat Puzzle Rotating treat puzzle toy where dogs spin the tornado arms to discover and retrieve hidden treats, providing mental stimulation and problem-solving engagement.
• Puppy Hide N' Slide Interactive Treat Puzzle Entry-level puzzle toy designed for puppies featuring sliding compartments and hiding spots for treats to build confidence and problem-solving skills.
• Dog Smart Interactive Treat Puzzle Beginner-friendly treat puzzle with adjustable difficulty levels where dogs flip flaps and remove pieces to access hidden treats.
• Treat Tumble Interactive Puzzle Dog Toy Rolling treat puzzle that dispenses rewards as dogs paw and nose the toy to release treats from internal compartments.
• Orbee-Tuff Soccer Ball Treat-Dispensing Dog Chew Toy Durable treat-dispensing chew ball made from Orbee-Tuff material, designed for indoor and outdoor play that floats in water.
• Granby Splash Dog Life Jacket Original bestselling dog life jacket featuring bright colors, reflective accents for visibility, adjustable straps, rescue handles, and maximum buoyancy for water safety.
• Dawson Swim Dog Life Jacket High-performance dog flotation device designed for novice swimmers featuring neoprene side panels for thermal insulation, front neck float support, and rescue grab handles.
• Standley Sport Performance Dog Life Jacket Extra-rugged ripstop nylon and quilted polyester life jacket designed for experienced swimmers and water sports with dual rescue handles on larger sizes.
• Puppak 2 in 1 Dog Carrier Reversible pet carrier that functions as both a backpack and front carrier for dogs up to 20 lbs, featuring 360-degree mesh panels, expandable bottom, and storage pockets.
• PupPak Dog Front Carrier Hands-free front carrier for small dogs that need assistance getting around, featuring breathable mesh and secure straps.
• Dogwood Wood Alternative Dog Chew Toy Safe alternative to real wood sticks combining natural wood flavor with lead-free and phthalate-free synthetic strength that will not splinter, available in various sizes including puppy-specific softer TPE versions.
• Super Dogwood Big Dog Chew Toy Enlarged version of the original Dogwood chew toy combining real wood taste with durable synthetic strength, available in wood and mesquite BBQ scents.
• Fun Feeder Slow Feeder Bowls Slow feeder bowls designed to slow down eating, provide mental stimulation, and add enrichment during mealtimes for dogs. Loved by over 11,000 owners with positive reviews.
• Hide A Squirrel Plush Puzzle Toys Interactive plush puzzle toys where squeaky squirrels hide inside a tree trunk or similar structure, providing entertainment and mental stimulation through hunting and discovery play.
• Lil' Avocato Dental Health Cat Chew Toy Cat dental chew toy with mesh material that helps clean teeth and massage gums while cats chew, stuffed with catnip to attract cats and encourage play.
• Dental Kitty Chew Wheel Cat Toy Rubber ring cat chew toy with spokes designed to clean teeth and strengthen jaw muscles, infused with catnip oil to attract cats.
• A-Maze Ball Dog Puzzle Treat Ball Three-in-one puzzle ball combining a treat ball, tennis ball, and maze ball for problem-solving challenges and extended mental enrichment play.
• Sweet Potato Bites Single Ingredient Dog Treats Single-ingredient sweet potato treats that are grain-free, vegan, and made from aesthetically imperfect sweet potatoes as part of a sustainability initiative.
• Sweet Potato Fries Dog Treats Single-ingredient dehydrated sweet potato fries grown on family farms in North Carolina, part of a sustainability initiative using imperfect produce.
• Sweet Potato Chews Single Ingredient Dog Treats Single-ingredient sweet potato chews that are minimally processed, grain-free, and made from sustainable-sourced imperfect sweet potatoes.
• Treat Tote Hands-Free Dog Training Pouch Hands-free treat pouch that attaches to belt or pants loop for quick access during training, featuring drawstring closure and reflective material.
• DayPak Saddleback Dog Backpack Dog hiking backpack with adjustable straps and breathable mesh allowing dogs to carry supplies on trails while keeping cool and comfortable.
• Boulder Adventure Adjustable Dog Harness Adjustable dog harness designed for hiking and outdoor adventures with secure fit and comfortable design for active dogs.

Quantifiable outcome

• 15 minutes of mental stimulation equals 30 minutes of physical activity for dogs using puzzle toys
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• JW Pet Company: Manufacturer and distributor of dog and cat toys, chews, and accessories sold through mass-market retail. Comparable product mix and channel strategy to Outward Hound's core dog and cat toy portfolio.
• KONG Company: Long-established maker of durable dog chew toys (the iconic KONG rubber toy) and other enrichment products including treat-dispensing toys. Directly comparable to Outward Hound's core interactive toy and treat-dispensing offerings across similar pet retail channels.
• Chuckit! (Petmate): Brand owned by Petmate focused on fetch toys, balls, and outdoor dog play products sold through the same mass and pet specialty channels as Outward Hound. Overlaps in the durable toy and outdoor play categories.
• ZippyPaws: Specialty brand for plush squeaky toys, interactive puzzle toys, and enrichment products primarily for dogs. Direct competitor to Outward Hound's Hide A Squirrel plush puzzles and Nina Ottosson line in specialty and DTC pet retail.

Emerging players

• Earth Animal: Natural and holistic pet brand with treats, supplements, and wellness products. Comparable to Outward Hound's Wholesome Pride sub-brand and natural-treat sustainability positioning within the broader pet wellness category.
• BarkBox (BARK Inc.): DTC subscription box and broader dog product company with toys, treats, and chews. Comparable in DTC-first pet enrichment positioning and brand-led marketing; overlaps in the puzzle/toy and treat categories.
• Frisco (Chewy private label): Chewy's house brand spanning dog and cat toys, beds, carriers, and accessories. Competes with Outward Hound across many of the same categories at typically lower price points, leveraging Chewy's marketplace scale.

Broad incumbents

• Chewy: Largest US online pet retailer and a major wholesale account for Outward Hound brands; also a competitor through its Frisco and own-brand assortment. Material to Outward Hound's distribution strategy and competitive context.
• Petco (Petco Health and Wellness): National specialty pet retailer that stocks Outward Hound brands wholesale while also selling private-label and competing branded products. Represents both a key customer channel and a competitor through its own brand portfolio.
• PetSafe (Radio Systems Corporation): Larger incumbent brand offering a wide portfolio of pet products including training, containment, and lifestyle gear. Comparable in product breadth and channel presence but with much wider scope than Outward Hound's enrichment focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/outwardhound_
• YouTubeyoutube.com/channel/UC_xYO_ta6lB1Ib-dAOTHiMA
• Facebookfacebook.com/outwardhound
• LinkedInlinkedin.com/company/outward-hound
• Instagraminstagram.com/outwardhound
• Pinterestpinterest.com/outwardhound

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A7 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Outward Hound