The booming pet economy has given rise to countless pet brands worldwide. Yet standing out in this competitive landscape and successfully entering international markets remains a challenge for many. VETRESKA, a Chinese brand that gained global recognition through its viral "fruit-shaped cat trees," offers valuable insights into building a successful pet brand abroad.
When Pet Products Meet Fashion Design: VETRESKA's Brand DNA
Imagine a vibrant watermelon-shaped litter box or an adorable cactus cat tree in your living room — these aren't just pet accessories but artistic pieces that elevate home decor. This embodies VETRESKA's "fashionable pet parenting" philosophy. Founded in 2017 by Nico Li and Donald Kng, the brand creates pet products that combine creativity, aesthetics, and functionality to bring more joy and comfort to pet lives.
Co-founder Nico Li's background as a graduate of New York's Fashion Institute of Technology infused VETRESKA with natural fashion sensibilities. The brand draws inspiration from human lifestyles, transforming pet products into playful yet practical items through anthropomorphic designs. This distinctive approach helped VETRESKA stand out in the crowded pet market.
Targeting Young Consumers: Capturing the "Her Economy"
Market research shows that consumers aged 20-40 form the core demographic of pet owners, particularly in overseas markets where young pet lovers are becoming the primary spenders. VETRESKA precisely targets this group, especially young, fashion-conscious female professionals who value quality living, seek personal expression, and willingly invest in their pets' happiness.
Unlike traditional pet products focused solely on functionality, VETRESKA incorporates playful human elements into its designs. Its signature cactus cat tree serves both as feline entertainment and Instagram-worthy home decor, while the watermelon litter box's fruity design softens the less glamorous aspects of pet care. These visually appealing products naturally attract pet owners and generate organic social media buzz.
Multi-Channel Strategy: Building a Global Sales Network
In 2019, leveraging China's mature manufacturing ecosystem and keen market insights, VETRESKA adopted a "platform + independent website" strategy. Beyond selling through third-party platforms like Amazon, eBay, and Walmart, the brand established its own e-commerce site to reach customers across 30+ countries in North America, Europe, Japan, Korea, and Southeast Asia.
The brand's Shopify-based website features clean, bright aesthetics with carefully curated product imagery that creates an aspirational lifestyle appeal. This visual merchandising approach effectively stimulates purchasing desire by making pet owners envision their furry companions enjoying the same stylish products.
Premium Pricing Strategy: Establishing Brand Value
VETRESKA's product line focuses on cats and small dogs, offering cat trees, pet bowls, toys, and accessories. While popular cat trees on Amazon typically range from $15-$66 in neutral colors, VETRESKA's designs command $50-$500, immediately signaling premium positioning. This pricing strategy not only enhances brand value but also attracts quality-conscious consumers less sensitive to price points.
Social Media Marketing: Creating a Viral Pet Brand
Successful market expansion requires thoughtful localization. VETRESKA recognized social media's critical role in global promotion, especially given its inherently shareable product designs. The brand actively maintains presences on YouTube, Instagram, Facebook, and TikTok, with particular focus on Instagram where its target demographic congregates.
With 28,000 Instagram followers, VETRESKA showcases colorful product photos and videos featuring pets interacting with items in realistic home settings. Detailed explanations of design concepts and pet compatibility help viewers visualize products in their own lives.
Influencer Collaborations: Reaching Target Audiences
Beyond organic content, VETRESKA partners with pet influencers for unboxings, product showcases, and daily pet activities. The brand works with influencers across different follower tiers to maximize reach, including accounts like hosico_cat (1.8 million followers) that subtly feature products in authentic lifestyle contexts.
User-Generated Content: Amplifying Brand Awareness
VETRESKA's distinctive designs naturally inspire pet owners to share content featuring their pets with the products. The brand capitalizes on this through hashtag campaigns like #LivewithVETRESKA, encouraging user participation with incentives. These initiatives generate authentic content while strengthening community engagement.
Key Takeaways from VETRESKA's Success
Innovative design as core differentiator:
In a market flooded with similar products, unique aesthetics create competitive advantage.
Precise audience targeting:
Understanding consumer preferences enables better product-market fit.
Diversified sales channels:
Combining marketplace platforms with direct-to-consumer websites builds robust distribution.
Strategic social media utilization:
Platform-specific content strategies enhance brand visibility and appeal.
Localized market approach:
Cultural adaptation ensures relevance in different regions.
VETRESKA's journey demonstrates how pet brands can thrive internationally by blending functional products with artistic design and savvy digital marketing. Its success story offers valuable lessons for brands seeking global expansion beyond conventional approaches.