Hero SKUs to Debut at PATS 2026
Pet Brands today announces a special UK licensing partnership with JULIUS‑K9®, the globally trusted name in canine harnesses, renowned for its commitment to Science & Passion. The partnership will see Pet Brands expand the much-loved brand beyond its iconic IDC Powerharness line into a premium range of pet accessories, toys and technical outerwear, with hero SKUs launching at PATS 2026.
For nearly 30 years, JULIUS-K9® has been synonymous with professional-grade performance, durability and innovation. Developed with input from working dog trainers, law enforcement and search-and-rescue teams, the brand has earned the trust of millions of pet owners worldwide. This new licensing agreement marks a significant evolution, bringing the brand’s engineering ethos and functional design DNA into complementary everyday categories for modern dog owners.
Expanding a Trusted Legacy
Under the agreement, Pet Brands will design, develop and distribute an extended JULIUS-K9® collection across:
- Technical Dog Coats – Performance-led outerwear built for active lifestyles, incorporating durable fabrics, ergonomic fit and weather resistance.
- Engineered Toys – Robust, purpose-designed enrichment toys reflecting the brand’s focus on strength, safety and functionality.
- Premium Accessories – Travel, walking, and lifestyle accessories designed with the same “form follows function” philosophy that defines the harness range.
The collection will be rooted in the brand’s established visual identity; bold typography, clean lines and purpose-driven design, ensuring seamless merchandising alongside existing harness lines in specialist pet retail.
A Strategic Growth Move for Pet Brands
Amy Spratt, Group Head of Marketing at Pet Brands, commented:
“JULIUS-K9® is one of the most recognisable and respected names in the global pet industry. This special partnership allows us to extend that trust into new categories responsibly, staying true to the brand’s professional heritage while creating incremental retail opportunities. We are not simply adding logo-led products; we are building engineered solutions inspired by the same science and passion that made the harness iconic.”
The expansion aligns with Pet Brands’ strategy of partnering with heritage, high-equity brands and evolving them into commercially scalable lifestyle propositions for UK and international retail partners.
Launching at PATS 2026
The first wave of hero SKUs will officially launch at PATS 2026, where retailers will get an exclusive preview of:
- A flagship all-weather technical dog coat range
- A signature heavy-duty toy collection designed for strength and durability
- Coordinated accessory ranges engineered to complement existing harness systems
Retailer pre-orders will open at the show, with full distribution scheduled for AW26.
Designed for Retail Impact
The expanded JULIUS-K9® range will be supported by:
- Integrated in-store POS solutions
- Merchandising designed to sit adjacent to harness fixtures
- Digital assets and social campaign support
- Influencer and working-dog community activation
The goal: drive incremental category growth while strengthening brand authority in functional, performance-led pet products.
About Pet Brands
Pet Brands is a leading UK pet product developer and distributor, partnering with global and heritage brands to create innovative, commercially compelling ranges for specialist and national retail.
About JULIUS-K9®
JULIUS-K9®, with Hungarian and Austrian heritage, is an internationally recognised market leader in professional dog equipment. Best known for the IDC Powerharness, the brand draws on almost 30 years of expertise, developing products grounded in scientific principles and consistently centred on canine health, safety and well-being.
For trade enquiries, partnership opportunities, or to book an appointment at PATS 2026, please contact:
marketing@petbrands.com
For more information on stocking the range, please contact: