Springland Pets began with a moment of clarity that founder Shannon Ross couldn’t shake: dogs had evolved into full-fledged family members, but the products designed for them hadn’t kept pace. As a design-minded dog parent herself, she saw a major disconnect between what modern consumers wanted and what the industry offered — uninspired products that didn’t reflect the aesthetic, emotional, or functional needs of today’s dog lovers.
With innovation is in Ross’s DNA – her father Gary Ross invented the world’s first travel mug – she decided to use her own passion and creativity to develop her own line of elevated pet products for the modern pet parent. She began designing dog products that were functional, beautiful, and thoughtfully aligned with contemporary lifestyles. What began as sketches and prototypes soon became Springland — a brand leading a new, design-forward era of dog ownership.
“That innovation mindset shaped me. I grew up knowing that a well-designed product can completely transform everyday life. We’re not just creating new versions of what already exists.”
The team’s first major breakthrough came with the creation of entirely new, patented product categories — a bold move for a young brand. Springland’s patented Dog Water Bottle offered a modern, intuitive approach to on-the-go hydration, while its design-patent-pending Dog Charms introduced a customizable, expressive accessory category that quickly became a cultural hit.
These innovations caught the attention of major media outlets and tastemakers. The brand has been featured on Shark Tank and included in Oprah’s Favorite Things, with additional recognition from Good Morning America, The New York Times, People, BuzzFeed, Real Simple, and others. This national visibility fueled Springland’s rapid expansion into wholesale, taking the company from a single DTC hero product to distribution across thousands of retail doors. Today, Springland can be found in retailers such as Costco and The Container Store, in premium pet boutiques nationwide, and through international partners in more than 30 countries.
A Design-Led Approach to Product Innovation
Scaling quickly as a fully bootstrapped company has been one of Shannon’s biggest challenges. “Managing global manufacturing, protecting our IP, expanding our product line — and doing it all while staying cash-flow positive — forced us to build strong systems fast,” she says. The pressure of scaling without external capital shaped Springland into a more disciplined and resilient business.
The momentum continues: 2025 is projected to be Springland’s largest growth year percentage-wise, propelled by expanded wholesale relationships and accelerating D2C demand. This growth will push Springland’s lifetime revenue beyond $8 million, with even stronger performance anticipated in 2026 as new product lines roll out.
Springland now offers 40+ SKUs across hydration, walk systems, personalization, and travel accessories. Its best-selling product — the personalized Dog Charms — has grown into a defining category for the brand.Looking ahead, Springland is expanding that ecosystem with new collar and leash designs, seasonal charm collections, and a more seamless “build-your-walk-set” shopping experience both online and in retail.
Ross describes Springland’s product development approach as deeply intentional. “It always starts with a real problem we see in our own lives or community,” she says. From there, the team prototypes rapidly — using 3D prints, silicone sampling, and real-world dog testing — before refining materials, ergonomics, and functionality.
“Because we’re bootstrapped, every SKU has to add meaningful value. Every product has to earn its place.”
Standing Out in a Crowded Market
While the pet category has grown increasingly competitive, Springland has carved out a distinct position by designing products that solve problems for modern dog parents. Instead, Springland differentiates through IP-protected innovation, design cohesion across product systems, durable materials, and an emotional brand story rooted in genuine connection.
Competitors may focus on novelty or price, but Springland competes on thoughtfulness — products that resonate with people who see their dogs as family members and want gear that reflects that bond.
Ross’s guiding philosophy for building Springland distills into two principles: “Lead with creativity. Learn to say no.”
“Creativity is our superpower — it’s the thing most brands aren’t doing enough,” she says. But equally critical has been the discipline to stay focused. “Learning to say no to misaligned opportunities, no to products that don’t fit our system, no to anything that pulls us off our path — that changed everything for us.”
She believes great brands are built in the tension between imagination and precision.
For Shannon, joining SKU was a transformative experience. the program, the relationships and continued support have remained invaluable.
“SKU placed me at the center of an incredible network,” she shares. “The mentors genuinely cared about our success, and community has been one of the most important levers in building our brand. Even years later, SKU feels like a gift that keeps giving. The doors it opens and the people it puts in your corner — that’s been huge for our journey”
When reflecting on her path as a founder, Shannon references a piece of advice that has stayed with her: “The brands that succeed are simply the ones who don’t give up.”
“I’m most proud of how I’ve navigated the ups and downs,” says Ross. “There were moments when walking away would’ve been easier, but I let those challenges teach me instead of break me.”
She also takes pride in maintaining Springland’s unique blend of strength and creativity.
“This business often requires me to operate in a very ‘masculine,’ operational mode,” she explains, “But I’ve fought to protect the feminine, creative softness that sits at the foundation of our brand. That balance — resilience and creativity — has become one of my greatest accomplishments.”