Woof Gang Bakery & Grooming balances expansion, grooming leadership, and neighborhood relationships across North America
Few franchise brands are growing as quickly as Woof Gang Bakery & Grooming (Woof Gang). The company expanded from about 150 locations in 2022 to more than 330 stores today, with more openings planned across North America. Woof Gang is now the largest specialty pet grooming franchise of its kind in the US. The company’s recent momentum attracted a strategic investment from Great Hill Partners, positioning Woof Gang for another phase of growth as it strengthens franchise support, digital capabilities, and brand visibility.
Ricardo Azevedo, Woof Gang’s CEO, drives the brand’s growth. With years of franchise and operations experience from Restaurant Brands International, Ricardo guided Woof Gang from a pet bakery concept to a grooming-focused business centered on wellness, service, and neighborhood relationships. As the company continues to open new locations, he focuses on preserving the culture customers appreciate while building a platform capable of supporting continued growth.
The Woof Gang Way
The company started with a very different concept from what customers see today. “Woof Gang began as a bakery for dogs. We offered special treats, celebrations, better nutrition, and high-quality products. In 2013, grooming became part of the business, and that side quickly took off. Today, Woof Gang is a grooming salon with a pet boutique up front.”
That change transformed Woof Gang and created the opportunity Ricardo embraced after Garnett Station Partners acquired the brand and he took the helm as CEO in 2022. Rather than reinventing the model, his job was to implement the systems and support needed to scale it. “We believe grooming should be highly personalized. It is not just about a haircut; it is about understanding each dog’s needs for maintenance, cleaning, wellness, ear care, and dental health. Our grooming services and products deliver a complete wellness package, helping dogs live longer, healthier lives.”
Embracing grooming as part of a dog’s long-term wellness, Woof Gang shifted how it hires, trains, and measures success. That is why it remains committed to salon-based grooming. “With the right tools, environment, and approach, safety protocols are always met. Groomers enjoy a better quality of life, and dogs receive an even higher level of care.” As a result, the business thrives on recurring relationships, where trust matters just as much as the service itself.
As Woof Gang grows, the team faces a practical question: how do you maintain the culture as you expand? “We have established a process to welcome franchisees who share our values, love dogs, and want to build their own Woof Gang in their communities. Then, we teach them what we call the Woof Gang Way. Bianca, our Chief Woof Gang Way Officer, demonstrates how to bring our unique approach to life in every community.”
While grooming operations follow clear standards, franchisees are encouraged to reflect their own communities. “We aim to build a national network of neighborhood stores. We guide our franchisees on hosting community events, joining farmers markets, and getting involved locally. That approach is how you live the Woof Gang Way: by being yourself and bringing your own flair to the community.” That balance between structure and autonomy is something Ricardo learned during his years in franchising. Strong systems matter, but so does local ownership.
Product development
Ask Ricardo what Woof Gang really sells, and he will not mention grooming appointments or retail transactions. “What we provide is connection. It is about pet parents, dogs, our staff, teams, groomers, and owners who truly love what they do. That is the magic. You are not just dropping your dog off anywhere. You bring them to people who love dogs as much as you do.” Whether that means learning each dog’s name, discussing wellness, or joining in community events, the goal is always to make every location feel familiar and welcoming.
As grooming became the core of the business, retail evolved right along with it. One of Woof Gang’s top priorities is growing its private-label portfolio, which has increased from a few products to hundreds of SKUs.
Woof Gang developed the strategy by looking at what products customers already loved and finding opportunities to create something unique. “We created our own products based on the features we valued most. We recognized what sold well and what our customers cared about. For some of those products, we decided, why not make our own? We can offer cleaner, more affordable options for our franchisees, helping them make better margins and pass savings along to customers.”
The goal is not exclusivity for its own sake. “Not everything needs to carry the Woof Gang name. Some products we can do better than anyone else, but others are best left to the brands that already do them well. Woof Gang believes in a balanced mix.”
Behind the scenes, Woof Gang invests in distribution and operations to support franchise owners. “We are committed to simplifying their day-to-day. We have developed an ordering platform and our own Woof Gang distribution system. We are expanding the range of products available through our distribution. Such support streamlines operations so franchisees can focus on their business and customer experience, being there for their customers every day.”
With plans to open dozens more stores each year and new investment fueling that growth, Ricardo remains focused on the vision that has driven Woof Gang’s success. “We strive to be a brand every neighborhood needs; one that helps people understand the difference we make in their pets’ lives. That is how we spread love and joy throughout the pet community.”
