New Year, New Retail Partnerships: Project Hive Aligns with Wellness and Outdoor Play
When we launched Project Hive in 2021, we did what most pet brands do (or hope to do): sell into large pet retailers. That’s where people shop for pet products, right? But Project Hive was never just another pet brand.
From day one, our mission has been to help save the bees. As a member of 1% for the Planet, we donate 1% of our top-line sales to help restore pollinator habitat—nourishing bees, strengthening ecosystems, and supporting a healthier planet. We built the company as a public benefit corporation and became B Corp Certified because we believe business can—and should—be a force for good.
Do dog parents who shop at pet specialty stores resonate with our brand? Maybe. We didn’t think that mattered much, because even without our mission, our products stand up to the competition.
We’ve developed toys and treats designed to work together as a system—supporting enrichment, engagement, and everyday play. From our Hive Zoomer Dog Toy Launcher, which makes fetch easier and more enjoyable, to our Hive Chew Toys and compatible dental treats that extend play and add functional benefits—these are thoughtfully designed USA-made products built to compete on performance, design, ease of use, and enrichment for dogs.
But we learned something important. Large retailers don’t typically merchandise toys and treats together, so that system gets lost. And in crowded pet aisles, even strong products can be hard to differentiate—especially when you’re not positioned as the lowest price.
So while we saw some success, we knew we hadn’t yet found the perfect environment for our brand. Over time, we gained a clearer understanding of our customer. They love the outdoors. They appreciate nature and its beauty, and they care deeply about protecting our environment. (And of course, they love their dogs!)
Which is why we’re excited to share the news for Project Hive: We’ve recently launched with three new retail partners: Sprouts Farmers Market (dog treats only), Bass Pro Shops, and REI. These aren’t traditional pet retailers, but they are exactly where our customer shops.
A shoutout to REI, whose product sustainability team truly shines. They
have developed a comprehensive set of Product Impact Standards and require an annual Product Impact Assessment for every brand they carry. They ask about vendors’ manufacturing processes, materials and chemical usage, packaging, whether they calculate their carbon footprint, certifications, etc. Why? As they write on their website, “At REI, we believe that a life outdoors is a life well lived. We've been sharing our passion for the outdoors since 1938.” It’s refreshing to see retailers like REI demonstrate an authentic commitment to sustainability that aligns with how we’ve built Project Hive from the beginning.
It’s taken us time to get here, but we think we’ve found our fit.
We still face challenges. Retailers don’t always stock all our products in all their stores. If you shop at REI, Bass Pro, or Sprouts, we’d love for you to check out Project Hive—and ask for us if you don’t see us yet. And if you shop online, please leave us a review!
As always, thank you for helping save the bees!
