Inventor Smart Care, a pioneering UK-based pet health innovation company, has announced a significant European retail expansion after securing a comprehensive listing with Pets Place Boerenbond Retail B.V. The company’s flagship feline oral hygiene range, the Dental Wand, is now available across every physical and digital storefront throughout the Netherlands and Belgium. The milestone rollout includes the distribution of both the Dental Wand Starter Kit and associated product attachments, establishing an accessible, commercial route for mainland European cat owners to practice preventative home dental care.
The distribution agreement addresses a major structural challenge within the pet care sector, where traditional mechanical brushing is frequently rejected by companion animals, causing high levels of stress for both owner and pet. Engineered specifically around natural feline behaviours, the patented device reframes oral hygiene by turning the brushing process into a voluntary, hunting-led interactive play routine. By leveraging a cat’s instinctive predatory drive, the product achieves high levels of structural cooperation without requiring complex technical manipulation from the owner, actively strengthening the human-animal bond during daily maintenance routines.
Victor Carpio, Founder and Inventor of Inventor Smart Care, stated that partnering with a premier Benelux pet care brand represents an incredibly proud milestone for the business. He noted that the expansion directly serves their core objective of increasing companion animal longevity and expanding everyday access to low-stress home health solutions. He emphasized that the collaboration was driven by a strong alignment of corporate values, with both businesses viewing companion animals as integral family members requiring proactive wellness support.
The targeted regional campaign utilizes the Dutch-facing message, “Houd kattengebitten gezond, houd katten gelukkig” (keep cats’ teeth healthy, keep cats happy), reflecting the growing market demand for intuitive, behaviour-led pet supplies. Trade retailers and veterinary practices can learn more about the innovation or establish commercial supply links by contacting the Inventor Smart Care trade office via email at meow@inventorcat.co.uk.
These fast-paced international distribution strategies, breakthrough product categories, and shifting consumer expectations will be a core focus area at this year’s Business of Pets conference, returning on 3 & 4 June 2026 at the Cranfield Management Development Centre. As innovative startups scale across European retail chains and redefine traditional care methods through behavioral science, understanding how to navigate international logistics, pitch to major buying groups, and protect your intellectual property is essential for sustained growth. The two-day event features expert-led panels and data-driven presentations designed to equip pet brands with the tools needed to thrive globally.
Click here to explore the full 2026 programme and book your tickets.
Loading content...
Dan Everett