Success in retail is often measured in sales, expansion, and market share. But for Chris Rowland, CEO of Pet Supplies Plus and Wag N’ Wash, the real key to long-term growth lies in something deeper — community.

In this episode of The Bliss Business Podcast, Chris shares how he built one of the nation’s largest pet retail chains by fostering a deep sense of connection — between customers, franchise owners, and local communities.

At a time when big-box retailers and e-commerce giants dominate, how can a brand still feel local? How do you scale while maintaining that personal touch? And why does community matter more than ever in business today?

A Personal Journey Toward Purpose-Driven Leadership

Chris’s leadership philosophy was shaped by his early experiences. Watching his father work in a job he hated, Chris made a personal commitment: Whatever I do, I have to love it.

That philosophy guided his career — from leading over 1,500 stores at PetSmart to joining Pet Supplies Plus. But corporate leadership often comes with a trade-off: As businesses grow, they risk losing the personal connections that make them special.

When Chris stepped into his role at Pet Supplies Plus, he faced a choice — follow the traditional, centralized corporate playbook or rethink the way a national retailer operates. He chose the latter.

Scaling Without Losing the Local Touch

Many large retailers operate on a “one-size-fits-all” approach, requiring every store to run the same promotions, use the same marketing, and follow the same processes. Chris saw an opportunity to do things differently.

Rather than controlling every store from the top down, Pet Supplies Plus empowers franchise owners to shape their businesses based on their local communities.

• Franchise owners focus on relationships, not just transactions — engaging with their neighbors, attending local events, and creating a store experience that feels personal.
• Each store is given flexibility to run unique promotions and carry products tailored to their local customers.
• Corporate supports without controlling, providing tools and resources instead of rigid rules.

This model transformed the company into a local business at scale. Customers don’t see Pet Supplies Plus as part of a massive chain; they see it as their neighborhood pet store.

Leadership Without Micromanagement

Chris credits much of the company’s success to a leadership philosophy rooted in trust rather than control.

Instead of dictating how stores should run, he and his team focus on equipping franchisees with the resources they need to succeed.

• Decentralized decision-making — Each franchisee is empowered to make choices that best serve their local customers.
• No “one-size-fits-all” promotions — A store in Texas may run completely different local events than a store in Michigan, allowing for creativity and community engagement.
• A feedback-driven culture — The company holds weekly open forum calls with store managers to discuss challenges, opportunities, and share ideas.

Chris explains: “Instead of asking, ‘What if they get it wrong?’ we asked, ‘What if they come up with something amazing?’”

And the results speak for themselves. Franchisees take ownership of their success, stores feel more connected to their customers, and the brand continues to grow.

The Emotional Connection That Drives Customer Loyalty

Retail today is more competitive than ever. With online giants like Chewy and Amazon delivering pet products at the click of a button, how does a local pet store compete?

For Chris, the answer lies in emotional connection.

• Pets are family — Customers aren’t just shopping for products; they’re caring for their beloved animals.
• In-store experiences matter — Stores prioritize relationships over transactions, offering personalized service, pet events, and expert advice.
• Small gestures create loyalty — Handwritten thank-you notes, pet birthday celebrations, and personal touches keep customers coming back.

As Chris puts it, “If you don’t understand the emotional attachment people have to their pets, you’re missing the real reason they shop with us.”

What Other Businesses Can Learn from This Model

Pet Supplies Plus is proof that community can be a business’s greatest asset. Chris’s approach offers lessons for leaders in any industry:

• Empower your people — Trust your employees and franchisees to make decisions that best serve their customers.
• Create real connections — Customers don’t just want convenience; they want relationships. Make them feel valued.
• Localize at scale — Even in a large company, give teams the flexibility to adapt to their unique communities.
• Culture is your foundation — Success isn’t just about products or pricing. A strong, people-first culture is what builds long-term growth.

Final Thoughts

In an era where many companies are losing the human touch, Pet Supplies Plus proves that business success isn’t just about selling — it’s about belonging.

By prioritizing relationships, empowering franchisees, and embracing local community engagement, Chris Rowland has built more than a pet supply chain — he’s built a movement.

So the question for leaders is: How can you build a community around your business?

Check out the full conversation with Chris Rowland on The Bliss Business Podcast.

Originally Featured on The Bliss Business Podcast Blog