Pet project: Hunter’s Dorian Wiegand on bringing quality dog accessories to travel retail

Prologue: ‘Hunter. Feel Loved.’ That’s the mantra of German dogs and cats accessories company Hunter. Each year Hunter crafts enough leather articles to stretch 300,000 metres – a fitting analogy to how the brand’s reach continues to grow, connecting more pet owners worldwide with the house’s signature quality and design.

More than just a measure of production, the statistic also reflects Hunter’s enduring commitment, passion and progress – values that have shaped the brand since its founding over four decades ago.

As it accelerates global expansion, the company has identified travel retail as a key pillar of its growth strategy, driven by the rising trend of travelling with pets and the COVID-driven surge in pet ownership in some parts of the world, including Asia. In late 2023 Hunter acquired Stylecats (now Stylecats by Hunter) adding a feline dimension to its traditional canine focus.

In this interview with The Moodie Davitt Report Associate Editor Camille Bersola, Hunter Senior Key Account Manager/Team Lead International Sales Dorian Wiegand discusses how the company has strengthened the appeal of its pet products among travelling consumers. He also highlights the increasing role of travel retail in expanding Hunter’s global presence.

Founded in 1980 by Rolf Trautwein, who had previously worked as a production manager and master saddler for a German market leader, Hunter began with a focus on premium leather products for dogs. Today, the brand’s expertise extends into various product lines, supported by a team of innovators and product managers in North Rhine-Westphalia, Germany.

The brand has maintained its family-owned roots and commitment to German quality, evolving from a leather factory into a global brand known for its premium collars, harnesses and pet accessories.

Building on this foundation, Hunter continues to see strong growth potential. The late 2023 acquisition of Stylecats further expands its portfolio, extending the brand’s reach from dogs to cat lovers.

Hunter Senior Key Account Manager/Team Lead International Sales Dorian Wiegand says: “The pursuit of perfection still characterises our company today. Our employees are proud of their work. There are many handmade production steps, and the smallest deviations are sorted out immediately.

“We attach great importance to bringing only perfect products onto the market and continuously combining classic and modern design. Our investment in the Hunter brand and our promise of quality over the past 45 years is also confirmed daily by the long-standing loyalty and trust of our customers.”

While rooted in tradition, Hunter continues to innovate with materials such as vegetable-tanned and vegan leather.

Wiegand explained: “Our aim is to develop products that perfectly combine design and functionality. Whether collars, harnesses or toys, our range must be visually appealing and at the same time optimal for the animal.”

Its Germany-based team merges classic design with modern functionality, creating products that enhance the connection between pets and their owners.

Wiegand explains: “The pet industry is highly emotional, because every pet owner expects only the best for their pet. At Hunter, we attach great importance to trust – both in the brand and in the quality of our products and, as a family business, we think sustainably across generations. This allows us to make decisions with foresight and to preserve our values while never losing focus on quality and safety.”

Unleashing the travel retail potential

With more travellers bringing their pets along, Hunter recognised an opportunity to expand its range of travel-friendly products, from IATA-compliant transport boxes to portable drinking bottles, travel bowls and other dog accessories.

The company is set to launch exclusive ranges for the travel and lifestyle segment in the coming months.

Wiegand says: “Dogs are no longer just pets – they are family members. People invest in the well-being of their four-legged friends just as much as they do in that of their children or partners. It is now almost a matter of course that, in addition to gifts for your loved ones, you also bring your beloved pet a vacation present.

“The trend is clearly moving towards travelling with pets – and the right products are just the next logical step. We are also focusing on stylish accessories – many dog owners not only want to do something good for their four-legged friends, but they also want to give them something unique.”

Hunter is well-positioned to leverage the growing trend of travelling with pets, working closely with key retailers to enhance its visibility and offer tailored product selections for the travel retail channel.

“Our focus is on working with leading retailers to develop exclusive product placements and a tailored range that best serves the needs of travellers. A central component of the Hunter strategy is the provision of high-quality pet products that are specially tailored to the requirements of duty-free customers, like destination-specific toys as a gift to bring home from the journey.”

Looking ahead, the company is setting its sights on high-traffic regions with a rising number of pet owners.

Wiegand concludes: “A central component of our expansion is the targeted development of high-growth markets. In particular, we see great potential in regions with a high volume of travellers and a growing number of pet owners, including Asia, Europe and North and South America.

“According to our first experiences in this sector, these markets are characterised by strong demand for premium pet products that travellers want to buy for their animals.”

CONTACTS

TFWA Asia Pacific Exhibition stand: 2-L01 Basement 2

Web: www.hunter.de

Email: Hunter Senior Key Account Manager/Team Lead International Sales Dorian Wiegand – Dorian.Wiegand@hunter.de – Please reference The Moodie Davitt Report