Collars & Leads was my first big win at Petco.  There was an assumption that Petco customers would not buy fashion or bling collars and it had no place in the store.  I fought for what I knew was right.  I used consumer insights, market research and trends to convince them that small dog owners were "a different breed" and would buy fashion.  After a year, we launched Bond & Co small dog collars in a four foot POG.  It far exceeded expectations.  Due to the runaway success in small dog, we rolled out a complete revamp of the entire department, replacing almost every style.  Here are some examples.

Large Breed Dogs were a highly under-serviced market segment.  This collection was designed not only for large dogs, but also difficult to control pets.  I took inspiration from tactical collars and harnesses, implementing military and police functionality into the designs.  We also addressed the "big and beautiful" breeds with some fashion collars in the assortment.