Van Den Bosch adds curli harnesses to Midwest distribution network

Van Den Bosch LLC, a regional pet distributor serving the Midwest, picked up curli, a Swiss dog harness brand, adding the line to its specialty portfolio. The move gives Midwest independents access to curli's harness range without going direct or through national broadline distributors.

curli, which calls itself The Harness Specialist from Switzerland, manufactures lightweight harnesses, leashes, and accessories. The company says all harnesses are constructed from the dog's perspective, emphasizing safety and wellness features. Van Den Bosch customers can order curli products now through the distributor's October flyer.

The regional play Van Den Bosch is running

Van Den Bosch operates across the Upper Midwest. The curli pickup adds a harness line that independents can stock through regional distribution.

"Van Den Bosch's well-established leadership position in pet distribution and strong retailer relationships across the Upper Midwest region, make them the perfect partner to help drive our growth in 2026 and beyond," curli CEO Roland Primus said.

Abby Siebern, president at Van Den Bosch, said the variety of styles, colors, and sizes gives the line range for different customer needs. "Their emphasis on the safety and well-being of dogs while using their products is a great step in the right direction from modern day harnesses," Siebern said.

The shelf decision the line creates

A buyer at a Midwest independent now has another harness line in distribution. The buyer has to decide whether the line justifies shelf space against the existing harness assortment, and whether the safety and design story curli is selling actually moves product or just sounds good in the pitch.

The company says its harnesses are extremely lightweight and designed with superior functionality and unique product design. The team came from outdoor and winter sports sectors before moving into pet, which suggests a technical approach rather than a fashion one. Whether that technical story translates at retail depends on the customer and the category.

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What the deal does for curli

curli gets a Midwest retail footprint through Van Den Bosch's existing network. Primus said the company is continuing to build its distribution network across the United States, which means Van Den Bosch is one piece of a larger rollout.

Our read: the move works only if the product actually differentiates

Another harness line in distribution is not news unless the product genuinely performs differently on the shelf than what is already there. The lightweight construction and dog-perspective design might be real differentiators, or they might be marketing that collapses the first time a customer picks up the product and compares it to the brand next to it.

We'd watch two things: whether the line leaves enough margin for the store to make the pitch worth the effort, and whether the brand supports the line with any sell-through data or case studies from other markets. A regional distributor adding a line is easy. A regional distributor reordering a line six months later means it worked.

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