Vital Pet Group has secured exclusive UK distribution rights to BARK, the US-based dog toy brand known for its bold designs and playful spirit. This strategic partnership will introduce BARK’s imaginative and bestselling toy range to UK pet retailers, expanding choice in a category seeing rapid growth in innovation and demand.

BARK, founded in 2012, has built a passionate following in the US for its storytelling-led toy collections that delight both dogs and their owners. Through this collaboration, Vital will offer a curated selection of BARK’s fan favourites — including seasonal exclusives and limited-edition lines — from May 2025.

BARK is listed on the New York Stock Exchange and is the number one direct-to-consumer (DTC) pet brand in the United States. With over 10,000 unique toy designs developed since its founding by their team of in-house designers, BARK has established a legacy of creative excellence and dog-first innovation.

“We’ve long admired BARK’s ability to blend clever design with a deep love for dogs,” said Peter Brame, Group Trading Director at Vital Pet Group. “Their proven success in the US and their commitment to quality and creativity make them the perfect fit for Vital as we continue to bring distinctive, high-performing products to UK retailers.”

With four decades of wholesale experience and a reputation for supporting independent businesses, Vital Pet Group is committed to helping retailers stay ahead of trends and consumer expectations. The addition of BARK to its growing portfolio reflects a broader mission: to champion exciting, purposeful innovation in the pet industry.

Matt Gourdin, VP of International at BARK, said: "Vital Pet Group has a tail-wagging reputation for quality, trust, and proper pet know-how—making them the paw-fect partner as we fetch new opportunities across the UK. We’re beyond excited to unleash a little BARK magic for British pups everywhere, thanks to Vital’s top-tier network."