Swaggle launched in 2022 as an online pet platform offering products, insurance and access to veterinary advice, giving Coles a way to test how far it could move into specialist pet services beyond everyday supermarket shelves. The venture sat alongside the retailer’s broader push into higher margin categories and arrived at a time when Australians were spending more on pets after a pandemic driven surge in animal ownership.
Coles now plans to close Swaggle in early April, saying changes in customer behaviour and shifts in demand across the pet sector mean it needs to redirect focus and capital. Fewer than 30 people work within the Swaggle operation and are expected to be considered for roles elsewhere in the group, while the brand’s first physical store in Melbourne’s east opened only last September and will also shut its doors. The company had only recently backed the concept with a national marketing campaign, using a creative agency to pitch Swaggle as an easy solution for time poor pet owners through broadcast and social media ads.
The broader pet market still looks strong but competition appears to be reshaping where growth goes and who benefits. One major supermarket rival paid about $586 million in 2024 for a controlling stake in a specialist chain, while a hardware giant owned by another listed conglomerate has added close to 1000 new pet lines in just a year to chase more share. Private equity is also weighing future options for a large veterinary and specialty retail group that operates hundreds of vet clinics, animal hospitals and branded pet stores across the country.
Beyond the big listed players, global online platforms, pure play digital pet retailers and discount department stores are all deepening their pet ranges, which seems to be squeezing the space for smaller or experimental offerings like Swaggle. Supermarkets still account for a large slice of everyday pet care purchases but specialty outlets, online subscriptions and multichannel brands look like they are steadily chipping away at that dominance. Coles’ move suggests it sees more value in tightening its main strategy now, even if that means stepping back from a category that still appears to have long term growth potential.
