Shannon Ross never intended to become a pet industry entrepreneur. But when the recent college graduate moved to Austin and adopted her dog Rishi, she discovered a gap in the market that would eventually lead to Springland Pets, a million-dollar business reaching customers in more than 35 countries.
She created elevated, innovative essentials for pet parents who consider their dogs the center of their lives, including a walk system with built-in poop bags featuring a patented tab for easier opening and a treat dispenser that releases treats with a simple squeeze. “I want it to be something that you could wear to brunch, or you could use at the dog park. Either way, it looks good and you’re happy to be seen with it,” Ross said.
Ross launched Springland Pets in 2021, selling through multiple channels including their website, the Amazon store, and other retailers. The decision to sell in Amazon’s store proved transformative for reaching their target customers. “The amount of pet parents that are able to discover us on Amazon is really cool,” Ross noted.
The company’s success was also accelerated by an appearance on Shark Tank within their first year, followed by inclusion in Oprah’s Favorite Things and being featured in Amazon’s Black Friday promotions. Springland Pets generated over $1 million in Amazon sales in their first year alone, representing 30-40% of their total business.
However, growth came with challenges as copycat products began appearing in the Amazon store. Ross turned to Amazon’s Brand Registry program to protect her intellectual property and ensure customers received authentic products that met their safety standards.
Brand Registry uses advanced machine learning and expert investigators to prevent the attempted listing of counterfeit or infringing products, scanning keywords, text, and logos that are identical or similar to registered trademarks or copyrighted work.
“When we were able to get those counterfeits down, we definitely saw a lot more traffic to our listings and more sales, which is really powerful,” she explained.
The company also taps into Amazon’s A+ Content to tell their brand story through customized photos, videos, and detailed product descriptions. “There’s a whole story and vision and mission behind our products and A+ Content really allows us to tell that story and help customers to see who we are on a deeper level,” Ross said. “Now more than ever, people want to know who is behind the brand and who are they supporting.”
Springland Pets remains deeply rooted in Austin and family-owned, including Ross’s parents, brother, and partner, and three additional full-time employees. This structure allows them to maintain their Texas base while serving customers worldwide through international distributors.
Ross also prioritizes community impact, donating products to dog rescue organizations that help animals after natural disasters and supporting shelters by promoting dog adoptions on their social media channels. They also partner with mental health organizations, recognizing that “dogs have this incredible power to improve and help support our mental health.”
Looking ahead, Ross envisions Springland Pets becoming the go-to brand for people who see their dogs as family members. The company continues expanding their product line with 10 product patents and several more pending. Each new product launch on Amazon extends their reach, connecting them with more pet parents who share their values.
“Dogs have this incredible power of love to give around the world and I want to create products to amplify that,” Ross explained.