Retail Merchandiser - March/April 2018 - 12

Upfront

DOG FOR DOG

and it's like Extreme Makeover: Home
Edition for shelters," Flock says.
"In each episode, we worked with a
shelter that was run down or at risk of
being shut down and donated a lifetime
supply of dog food to them," he adds.
"We are going to be launching an enhanced show next season."
To date, the company has donated
more than two million pounds of dog
food to shelters. DOG For DOG's
goal is to feed more than 16 million
dogs in 2018.

Brand Revamp
Because of the tremendous support
DOG For DOG received over its first
six years, the company exceeded expectations and was growing faster than
anyone predicted. "We were doing everything from shipping and fulfillment
to launching internationally. We needed

12

RETAIL-MERCHANDISER.COM

DOG FOR DOG.indd 12

All American Licensing

All American Licensing (AAL) is a full-service agency specializing in
licensing, retail development and product integration. Veteran licensing
executives Michael Gottsegen and Tim Rothwell founded the agency in
2011. "Our AAL team loves to be involved with the philanthropic aspects
of DOG for DOG, and are thrilled to assist DOG for DOG to make it have an
even bigger and more positive impact on the industry," Gottsegen says. 
All American Licensing clients include The Smithsonian Institution, I
Love Las Vegas, Carroll Shelby Licensing, Jennifer Adams Brands and Jose
Eber, to name a few. It provides them with a global network of best-in-class
manufacturers and turnkey brand representation ranging from legal and financial services to
retail development and personalized road maps to success. The company is headquartered in Los
Angeles with additional offices in New York, Charleston, S.C., and Charlotte, N.C.
For more information on All American Licensing, visit http://www.AALMG.com.

to pivot and turn to our exclusive licensing agency, All American Licensing,
that has the experience, knowledge and
know-how to take us to the next level,"
Flock says. "We started with a concept
to help dogs in need and it became a
much bigger company than we expected,
so we moved to a licensing strategy and
are re-launching the brand this year."
DOG For DOG will turn to its
licensing partners this year to help run
daily operations, social networking,
celebrity branding and to bring on
additional dog celebrities/activists
to endorse the brand. Most recently, DOG For DOG has signed on
two new licensees. The first is
the G Mason Group, whose
other brands include AKC,
Animal Planet and Nickelodeon, for a comprehensive
line of pet products from
crate mats and toys to
training pads. The second
is Tzumi Pets, who
will market a robust
assortment of dog
food and treats.
All American Licensing
brokered the two
deals. Additionally, the company recently
launched a new
website, www.
dogfordog-

brands.com, to support its efforts and is
developing a new retail strategy.
"The growth plan is that the team will
work with the retailers to educate them
on DOG For DOG, the food and the
mission, as well as why the food is better
for dogs," Flock explains. "We've had
great success and we expect we'll be met
with open arms by retailers again, selling
multiple SKUs."
During its break from the marketplace in 2017, DOG For DOG supplied
its customers with what it had remaining in inventory and communicated its
strategy of pulling its products from
retailers for one year. "Going forward
we want to create a much more robust
online community that helps as a sales
tool," Flock says. "Dog food is not
currently a huge online selling item
and we obviously want to change that,
so consumers can interact more deeply
with our brand."
The company plans to harness the
power of its celebrity stakeholders with
in-store visits and promotional videos to
renew excitement over the brand. In the
future, DOG For DOG expects to expand the company beyond helping dogs
with its CAT For CAT brand and to
ultimately help all shelter animals. "We
hope to push the industry to a higher
standard of quality while helping dogs
at the same time," Flock says. "While we
can't patent our business model, we want
to cement our position and reputation as
a first-mover in this space." O

Volume 58, Issue 2

3/15/18 3:43 PM


http://www.AALMG.com http://www.dogfordogbrands.com http://www.dogfordogbrands.com http://www.dogfordogbrands.com http://retail-merchandiser.com

Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2018

Contents
Retail Merchandiser - March/April 2018 - Cover1
Retail Merchandiser - March/April 2018 - Cover2
Retail Merchandiser - March/April 2018 - 1
Retail Merchandiser - March/April 2018 - Contents
Retail Merchandiser - March/April 2018 - 3
Retail Merchandiser - March/April 2018 - 4
Retail Merchandiser - March/April 2018 - 5
Retail Merchandiser - March/April 2018 - 6
Retail Merchandiser - March/April 2018 - 7
Retail Merchandiser - March/April 2018 - 8
Retail Merchandiser - March/April 2018 - 9
Retail Merchandiser - March/April 2018 - 10
Retail Merchandiser - March/April 2018 - 11
Retail Merchandiser - March/April 2018 - 12
Retail Merchandiser - March/April 2018 - 13
Retail Merchandiser - March/April 2018 - 14
Retail Merchandiser - March/April 2018 - 15
Retail Merchandiser - March/April 2018 - 16
Retail Merchandiser - March/April 2018 - 17
Retail Merchandiser - March/April 2018 - 18
Retail Merchandiser - March/April 2018 - 19
Retail Merchandiser - March/April 2018 - 20
Retail Merchandiser - March/April 2018 - 21
Retail Merchandiser - March/April 2018 - 22
Retail Merchandiser - March/April 2018 - 23
Retail Merchandiser - March/April 2018 - 24
Retail Merchandiser - March/April 2018 - 25
Retail Merchandiser - March/April 2018 - 26
Retail Merchandiser - March/April 2018 - 27
Retail Merchandiser - March/April 2018 - 28
Retail Merchandiser - March/April 2018 - 29
Retail Merchandiser - March/April 2018 - 30
Retail Merchandiser - March/April 2018 - 31
Retail Merchandiser - March/April 2018 - 32
Retail Merchandiser - March/April 2018 - 33
Retail Merchandiser - March/April 2018 - 34
Retail Merchandiser - March/April 2018 - 35
Retail Merchandiser - March/April 2018 - 36
Retail Merchandiser - March/April 2018 - 37
Retail Merchandiser - March/April 2018 - 38
Retail Merchandiser - March/April 2018 - 39
Retail Merchandiser - March/April 2018 - 40
Retail Merchandiser - March/April 2018 - 41
Retail Merchandiser - March/April 2018 - 42
Retail Merchandiser - March/April 2018 - 43
Retail Merchandiser - March/April 2018 - 44
Retail Merchandiser - March/April 2018 - 45
Retail Merchandiser - March/April 2018 - 46
Retail Merchandiser - March/April 2018 - 47
Retail Merchandiser - March/April 2018 - 48
Retail Merchandiser - March/April 2018 - 49
Retail Merchandiser - March/April 2018 - 50
Retail Merchandiser - March/April 2018 - 51
Retail Merchandiser - March/April 2018 - 52
Retail Merchandiser - March/April 2018 - 53
Retail Merchandiser - March/April 2018 - 54
Retail Merchandiser - March/April 2018 - 55
Retail Merchandiser - March/April 2018 - 56
Retail Merchandiser - March/April 2018 - 57
Retail Merchandiser - March/April 2018 - 58
Retail Merchandiser - March/April 2018 - 59
Retail Merchandiser - March/April 2018 - 60
Retail Merchandiser - March/April 2018 - 61
Retail Merchandiser - March/April 2018 - 62
Retail Merchandiser - March/April 2018 - 63
Retail Merchandiser - March/April 2018 - 64
Retail Merchandiser - March/April 2018 - 65
Retail Merchandiser - March/April 2018 - 66
Retail Merchandiser - March/April 2018 - 67
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Retail Merchandiser - March/April 2018 - 79
Retail Merchandiser - March/April 2018 - 80
Retail Merchandiser - March/April 2018 - Cover3
Retail Merchandiser - March/April 2018 - Cover4
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