Pet Supplies Plus and Wag N’ Wash are putting fresh emphasis on the local communities that help define their brands, expanding adoption, fundraising and grassroots engagement efforts across the country.
The pet retail brands said their latest initiatives are designed to create measurable impact for pets, pet parents and the rescue organizations working in neighborhoods every day. For a franchise system built around convenience and community presence, the strategy also reflects a broader truth: local relevance is often built through consistent action, not just store count.
At the center of the announcement is the companies’ adoption effort. In 2025, Pet Supplies Plus and Wag N’ Wash completed 28,546 adoptions, beating their goal of 20,000. Now, the brands are aiming even higher, with a new goal of completing 30,000 adoptions in 2026.
That number gives the initiative scale, but the real significance is in how it happens. The brands work with thousands of local animal rescue organizations nationwide, helping connect shelter pets with families through in-store adoption events and community outreach. Each adoption represents a local partnership in motion, supported by store teams, rescue groups and customers willing to open their homes.
“Being local isn’t just about where our stores are – it’s how we show up for pets, pet parents, and communities,” said Chris Rowland, CEO of Pet Supplies Plus and Wag N’ Wash. “From helping shelter pets find homes to supporting the organizations doing the work on the ground every day, our mission is rooted in making a difference where it matters most.”
That quote captures the heart of the brands’ current direction. In franchise retail, local connections are often among the strongest drivers of loyalty. Pet Supplies Plus and Wag N’ Wash are leaning into that by tying their store presence to visible, ongoing community support.
Adoption efforts deepen neighborhood connections
For pet retailers, adoption events offer more than a feel-good moment. They bring people into stores for a purpose that feels personal, and they help establish the business as a trusted part of the community. That matters in a category where customers often make emotional decisions about where to shop. A store that helps a rescue pet find a home can become more than a place to buy food or treats; it can become part of a family’s story.
The 2025 adoption total shows these efforts are resonating. Surpassing the original goal by more than 8,500 adoptions suggests strong coordination across the brands’ networks and steady demand from local communities. It also reinforces the role franchise locations can play as gathering points for practical support, education and local partnership.
The new goal of 30,000 adoptions in 2026 builds on that momentum. It signals confidence in the rescue relationships already in place and in the ability of store teams to continue creating adoption opportunities at the neighborhood level.
For franchise operators, the takeaway is clear. Community engagement works best when it aligns naturally with the brand’s core mission. In this case, helping pets find homes fits seamlessly with what customers already expect from pet retail.
Fundraising and Detroit outreach broaden the mission
The brands’ local giving strategy goes beyond adoption events.
During the 2025 holiday season, a portion of proceeds from select holiday plush toy sales supported Best Friends Animal Society. The campaign resulted in a total donation of $26,207, giving customers a direct way to contribute to animal welfare through everyday seasonal purchases.
According to the company, the initiative supported Best Friends Animal Society’s goal of saving the lives of dogs and cats in shelters and helping make the country no-kill. The program also shows how cause-driven fundraising can be woven into the customer experience without losing its local feel.
Pet Supplies Plus is also adding a new hometown initiative in the Detroit market, where its corporate office is based. To launch the effort, the company is partnering with Canine Companions Rescue Center and sponsoring two rescue dogs as they look for permanent homes.
The program adds a personal touch to the broader mission. The dogs will spend a day at “Pet Central,” the company’s headquarters, before visiting a local store to receive toys, treats and attention from team members. It is a small but meaningful example of how the brand wants its community focus to extend beyond store walls and into the culture of the business itself.
That kind of involvement matters. Many brands talk about purpose, but local programs often reveal how seriously that purpose is taken. By involving its corporate office directly, Pet Supplies Plus is showing that support for pets and rescue partners is not just a store-level talking point.
