What Wild One does

Wild One, operated by Very Great Brands LLC, is a New York-based direct-to-consumer pet accessories brand that designs and sells a curated portfolio of dog and cat products organized into three functional categories: Walk (harnesses, collars, leashes, and accessories), Play (plush toys, puzzle toys, chew toys, and tennis balls), and Live/Home (travel carriers, bowls, feeders, beds, and placemats). The company's product design emphasizes performance materials and ergonomics, including cushioned harness technology with full-coverage soft padding and quick-release buckles, flex-poly coated waterproof nylon webbing with zinc alloy hardware, step-in harness designs that distribute pressure across the chest and shoulders, and hands-free rope leashes with tangle-resistant swivel hooks. All products are designed in NYC and manufactured primarily in Cambodia and China.

The business operates primarily through direct e-commerce at wildone.com, with a price range of $9 to $145 across SKUs and bundle Walk Kits that pair harnesses, collars, and leashes at a discount. Distribution also extends through wholesale via the Faire marketplace, a retail partner network accessed through a 'Find A Store' locator, and international shipping to Canada, Australia, and the Netherlands. The company targets two primary customer segments: design-conscious dog owners seeking premium, stylish walk accessories, and cat owners looking for innovative cat-specific products such as harnesses and feeding solutions. Marketing is multi-channel, combining organic social (Facebook, Instagram), the 'The Pack' ambassador program powered by Social Snowball, email newsletters, blog content, and an affiliate program via ShareASale.

The company is privately held with no disclosed funding rounds, no parent company, and no institutional investors identified in the available data. Recent strategic activity signals an expansion phase, including the launch of a dedicated Cat Collection spanning wearables, play, and home products, the introduction of The Air Collection, and entry into consumables (organic baked dog treats). Manufacturing geography (Cambodia and China) and reliance on a Shopify-based storefront indicate a brand-led, asset-light operating model with outsourced production.

Name

Wild One

Legal name

Very Great Brands LLC

Website

https://wildone.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Wild One, operated by Very Great Brands LLC, is a New York-based direct-to-consumer pet accessories brand selling design-focused dog and cat harnesses, collars, leashes, toys, and home essentials through its e-commerce site, wholesale partners, and retail stores.

Ownership category

akta.pro rank

Product category

Pet Accessories

NAICS

Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Pet Supplies Omnichannel (CRAFAEAJ)

akta.pro secondary industries

Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM), Pet Toys & Enrichment Retail (CRALAHAE), Pet Bedding, Crates & Carriers Retail (CRALAHAF), Pet & Animal Supplies Marketplaces (CRAFABAH)

Keywords

• Pet accessories
• Dog harnesses
• Cat products
• Pet collars leashes
• Pet toys

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Wild One generates revenue through direct-to-consumer sales via its e-commerce website, selling pet harnesses, collars, leashes, toys, and accessories at various price points ranging from $9 to $145.
2. Wholesale Distribution: Wild One sells products through wholesale channels via Faire marketplace, allowing retailers to stock Wild One products in physical stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Wild One designs and sells premium pet accessories for dogs and cats, including harnesses, collars, leashes, toys, beds, bowls, feeders, and travel gear, sold primarily direct-to-consumer through its e-commerce website with additional wholesale distribution via Faire. Products are designed in New York City and manufactured in Cambodia and China, emphasizing cushioned comfort, waterproof/durable materials, ergonomic engineering, and coordinated color collections, with curated bundle offerings (Walk Kits, Meal Kits, Toy Kits) that combine complementary items at a discount.

Product overview

Wild One is a direct-to-consumer pet products company offering a unified portfolio of dog and cat essentials organized around three core categories: Walk (harnesses, collars, leashes, and accessories like poop bag carriers), Play (toys including plush toys, tennis balls, puzzle toys, and chew toys), and Live/Home (travel carriers, bowls, feeders, beds, and mats). The product line includes individual core products as well as bundle Walk Kits that combine complementary items at discounted prices. Walk Kits represent the company's curated approach, pairing products like the Cushioned Harness or Waterproof Collar with matching Leashes and Poop Bag Carriers. The company has recently expanded into a dedicated Cat Collection featuring harnesses, collars, toys, and feeding accessories. All products are designed in NYC and manufactured primarily in Cambodia and China.

Differentiator

Problem solved

Functional benefit

Products and services

• Cushioned Dog Harness Full-coverage soft-padded harness with 3 quick-release buckles and 3 leash attachment points (front anti-pull plus dual back clips) for versatile walking control and training; features plush, chafe-resistant materials with targeted chest and underarm padding; designed for everyday dog walks.
• Step-In Dog Harness Lightweight step-in design harness with breathable cushioned chest panel that reduces chafing; features 2 leash attachment points (front anti-pull plus back clip) and adjustable straps; targeted at neck-sensitive dogs and pullers.
• Waterproof Dog Leash Dirt-, odor-, and water-resistant leash made from flex-poly coated nylon webbing with zinc alloy snap hooks; adjustable lengths via snap-hooks at both ends; Standard supports up to 80 lbs and Small supports up to 30 lbs.
• Hands-Free Rope Dog Leash Versatile 4-in-1 rope leash (100% polyester) that can be worn around the waist, crossbody, or with a handle; features quick-adjust hardware and secure clasps rated up to 80 lbs of pulling; length adjusts from 4.3 ft to 8.5 ft.
• Lightweight Dog Leash Ultra-lightweight 6-foot nylon webbing leash with zinc alloy hardware and swivel hook to prevent tangling; supports up to 90 lbs of pulling weight.
• Waterproof Dog Collar All-weather collar made from flex-poly coated nylon webbing with zinc alloy buckle; waterproof and odor-resistant; available in sizes XS through XL with varying strap widths.
• Quick-Release Dog Collar Lightweight everyday collar with ultra-light construction, quick-release buckle, and adjustable fit; designed for everyday comfort.
• Walk Kits (Bundle) Curated walk kit bundles combining harnesses, leashes, collars, and poop bag carriers at a discounted price; offered as coordinated mix-and-match sets (e.g., Cushioned Harness + Waterproof Leash, Step-In Harness + Hands-Free Rope Leash, Waterproof Collar + Waterproof Leash).
• Poop Bag Carrier Compact soft-touch plastic carrier with elastic band and iron clasp that attaches to leashes; holds poop bags within reach during walks.
• Cat Harness & Leash Kit Complete cat walk kit with cushioned harness featuring a quick-release neck buckle for no-stress wear; includes a 72-inch tangle-free leash with swivel clip; available in Kitten (XS) and Cat (S/M) sizes.
• Breakaway Cat Collar Safety-focused breakaway cat collar designed to release if caught; available in Kitten and Cat sizes.
• Cat Tunnel Interactive play tunnel designed for cats for feline entertainment and exercise.
• Cat Wild Wand Interactive cat toy wand designed for engaging play sessions with cats.
• Cat Bolster Bed Comfortable cat bed designed for feline rest and relaxation.
• Slanted Cat Bowl Ergonomic cat bowl with a slanted design intended to reduce whisker fatigue during feeding.
• Cat Slow Feeder

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Social SnowballcoreGTM or Marketing PartnerWild One uses Social Snowball to power their ambassador program (The Pack), processing commission payouts and managing ambassador relationships.
• ShareASaleminorGTM or Marketing PartnerWild One operates an affiliate marketing program through ShareASale (Merchant ID: 83946) for partners to earn commissions on referred sales.
• Very Great Brands LLCcoreOthersVery Great Brands LLC is the parent company operating Wild One, based in New York, NY.
• FairecoreChannel Partner/ Reseller/ DistributorWild One distributes products through wholesale via Faire marketplace, enabling retailers to stock Wild One products.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• BARK (BarkBox): BARK is a leading direct-to-consumer pet brand best known for its BarkBox subscription toy service but increasingly competing across harnesses, collars, leashes, and apparel. It is the closest comparable to Wild One in target customer (design-conscious pet parents), channel mix (DTC-led), and product breadth (toys + walk gear).
• Project Blu: Project Blu is a sustainable, design-driven pet accessories brand offering collars, leads, harnesses, beds, and apparel. It targets the same design-conscious, premium-paying pet parent as Wild One and sells through both DTC and curated retail/wholesale partners.
• Harry Barker: Harry Barker is a design-led pet brand focused on beds, apparel, collars, leashes, and toys with a sustainability/eco-friendly positioning. It competes with Wild One in the premium DTC pet lifestyle category with overlapping SKUs in collars, harnesses, and home goods.
• Max Bone: Max Bone is a premium, design-forward DTC pet accessories brand selling collars, harnesses, leashes, apparel, and lifestyle goods to the same 'pet parent who treats the pet like a child' demographic. It is one of the most direct head-to-head competitors to Wild One on positioning and price point.
• P.L.A.Y. (Pet Lifestyle And You): P.L.A.Y. designs and sells premium pet beds, toys, and accessories through DTC and specialty retail channels with a strong design and sustainability angle. It overlaps with Wild One on the lifestyle/pet-parent positioning, plush toy assortment, and DTC-plus-wholesale GTM model.

Broad incumbents

• Petco: Petco is a national omnichannel pet retailer with both physical stores and e-commerce offering pet supplies, accessories, grooming, and veterinary services. It carries many of the same product categories as Wild One and represents the broader incumbent Wild One competes against for share of wallet.
• PetSmart: PetSmart is a large U.S. omnichannel pet retailer offering products across food, accessories, toys, and live animals plus in-store services. It competes with Wild One primarily in walk gear and toys but from a mass-market price and scale perspective.
• Chewy: Chewy is the largest U.S. online pet retailer carrying a vast assortment of pet food, accessories, toys, and pharmacy products at scale. It overlaps with Wild One on harnesses, collars, leashes, and toys but competes primarily on breadth, price, and logistics rather than design-led premium positioning.

Emerging players

• Mighty Paw: Mighty Paw is a DTC pet accessories brand selling collars, leashes, harnesses, and training gear with an emphasis on functional engineering and value pricing. It competes with Wild One in the harness/leash category from a more utilitarian, value-oriented angle rather than the design-led premium positioning.
• Bones & Co. Bones & Co. is an emerging DTC pet wellness brand offering supplements, treats, and wellness-focused accessories. It overlaps with Wild One on the premium, design-conscious pet parent segment and on accessories (collars, harnesses) but differentiates through a wellness/nutrition core rather than walk and play.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wildonepets
• Instagraminstagram.com/wildone
• Xx.com/wildonepets

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Wild One