I’ve used a Wahl clipper for years. Whether it’s for keeping my goatee neatly trimmed, or buzzing my head in between visits to my local barber, it’s been a mainstay of my personal grooming routine, as it has been for many consumers. Indeed, the brand has been coming to ECRM Health & Beauty Care Sessions for years.

Not having a pet, however, I had no idea that Wahl also had a full line of products for grooming our furry friends. But as I discovered at ECRM’s Pet Session (which was their first ECRM Session in the category), they have everything to keep dogs perfectly groomed from nose to tail, including clippers, nail trimmers and a line of shampoos, wipes and other products

I sat with Wahl’s Christopher Hubbuch to discuss the brand’s "nose-to-tail" lineup of products and why their professional heritage is the secret sauce behind their consumer success.

The Professional Pedigree: From the Grooming Salon to the Living Room

One of the most compelling aspects of Wahl’s entry into the consumer pet space is that they aren't new to the industry; they are simply bringing professional tools to the home. Wahl has been active in the pet clipper market for roughly 20 years. This long-standing relationship with professional groomers provides a unique R&D feedback loop that most consumer brands simply cannot replicate.

"It's so unique for Wahl that we have the advantage really of being the brand used by professionals,” says Hubbuch. “If you go to a pro-groomer and you're having your dog groomed, they're using a Wahl clipper. And so we're able to learn from what they're doing day in and day out, eight hours a day so that it’s going to be successful for the home groomer."

This "pro-first" approach also enables Wahl to identify emerging trends and technical requirements before they hit the mass market. For retailers, this means stocking a brand that carries the implicit endorsement of the experts who use these tools for a living.

Why You Can’t Use Your Own Clippers on Your Dog

A common question among pet owners – and even some retail buyers – is whether there is a functional difference between human and pet clippers. According to Hubbuch, the difference is significant, rooted in both power and safety.

"A human [haircut] is only a few minutes," Hubbuch says. "So whenever they do use that clipper, it's not running for a long time. It's not really getting heated up. It doesn't need as much power." 

Conversely, grooming a large dog with a thick coat requires a tool that can sustain high performance for an hour or more without overheating. Hubbuch details the engineering required: "You need a clipper that's going to be more powerful that really has the different torque and RPM standards for the motor and then the blades themselves. One of the unique things we do with our blades is we actually do what we call a ball pointing on the tip. So instead of a sharp into the blade, it's rounded over like a ball point would be. So it's safer for the pet."

This safety feature is a major selling point for the home groomer who may be nervous about accidentally injuring their pet. It transforms the grooming experience from a high-stress chore into a manageable part of pet ownership.

Expansion into Wet Goods and the Value Proposition

Beyond the hardware, Wahl is making significant inroads into "wet goods" such as shampoos, wipes, and cleansers. In a market where consumers are increasingly scrutinized for value, Wahl has positioned its shampoo line as both high-performance and high-yield.

Hubbuch highlighted the brand's coconut lime verbena shampoo, noting that it is designed with high surfactant levels, making it more concentrated than many competitors. "Particularly as we get into the tougher economic times to have a large bottle of shampoo that's more concentrated, quite simply means I can use less shampoo to get the same amount of work done, up to 70% more baths than the competition,” he says.

This focus on the value proposition is critical for retailers looking to maintain category growth as consumers tighten their belts. It allows pet owners to maintain their pet’s hygiene between professional grooming visits without the price tag of a full professional session every time the dog gets muddy.

The Next Frontier: Paw Care and the Microbiome

Perhaps the most innovative portion of the Wahl lineup discussed at ECRM was its new line of paw care. This development was driven by internal and external research showing a massive increase in indoor dogs – pets that live primarily inside, sleep on beds, and lounge on couches.

"As we're seeing this, one of the biggest things is a change in paw care," Hubbuch says. "How do we really take care of those paws and make sure they're healthy because it's so important to the dog's whole health and wellness."

This isn't just about trimming fur; it’s about biology. Wahl is introducing probiotics into their paw foaming cleansers and hydrating gels to manage the microbiome of the paw. "You get that paw and it has this off smell to it, referred to as the Frito smell,” says Hubbuch. “It's really the yeast within the paw that is starting to take over. The probiotic will actually kill the yeast. So you're eliminating that smell and the probiotic will then continue to build the health within the paw because it's strengthening the entire microbiome as well."

By addressing specific issues like the paw microbiome and providing safe formulations (featuring shea butter and aloe vera), Wahl is tapping into the humanization of pets trend that continues to drive the premium pet care market.

The ECRM Advantage: Privacy and Direct Dialogue

For Hubbuch and the Wahl team, the ECRM format provided a level of retailer engagement that traditional trade shows often lack. The ability to sit down in a private, quiet environment allowed for deeper conversations about specific market needs and price points.

"The whole format of this show is so great versus a traditional trade show where you've got all people walking in and out of the booth and lots of noise," says Hubbuch. "Here we have these private conversations and so you can share different information that you may not share in an open trade event."

He also likes the variety of buyer organizations they have gotten exposure to. "It's not just a single type of customer or distributor coming in here saying, "We're only looking for these price points or we only want what's sold here." We've had multiple e-comm customers come in. We've had multiple distributors who've come through, as well as regular retail and value retailers. So really a broad gamut."

Interested buyers will be able to meet with Wahl at ECRM's upcoming Pet Session this May in Chicago!

Key Takeaways for Retailers 

• Professional Heritage: Wahl has over 20 years of experience in the professional pet clipper space, using pro-groomer feedback to refine consumer products.
• Technical Distinction: Pet clippers require higher torque and specialized safety features compared to human clippers to handle thick animal coats.
• The "Indoor Dog" Trend: As pets spend more time on furniture and in beds, the demand for frequent, high-quality maintenance grooming between professional visits is skyrocketing.
• Microbiome Focus: Wahl is leading the wet goods category with probiotic-infused paw care designed to eliminate yeast-based odors and support skin health.
• Economic Value: Wahl’s concentrated shampoos offer up to 70% more baths than competitors, appealing to budget-conscious consumers during tough economic times.

Watch my full video interview with Wahl’s Chris Hubbuch below!