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Based in Nashville, Tennessee, Gunner was founded with a single mission: to make dog travel safer. Inspired by Founder Addison Edmonds’ English Labrador, Gunner, the company set out to design a kennel that could better protect dogs on the road. That idea led to the creation of the G1 Kennel, which earned a five-star crash test rating from the Center for Pet Safety.
One of the most pivotal moments accelerating the company’s growth came when Gunner made the decision to shift to a direct-to-consumer (D2C) model. At the time, roughly half of the business came through wholesale partners, and moving away from that structure carried significant risk.
“The risk was huge: losing half our business and spending countless hours, budget, and manpower making the shift. But the reward was bigger,” said Edmonds.
The transition took nearly a year to execute, but the results came quickly. Within a month of launching its D2C model, Gunner’s unit volume doubled, its margins improved, and it forged a stronger connection with customers across the country. Wholesale remains an important part of the business, but its business model shift helped define the company’s modern growth strategy.
Keep your head down and keep pushing every day. Starting out is never easy, but trust yourself and your vision for your company.Addison Edmonds, Founder of Gunner
For Edmonds, persistence and focus remain central to building a company from the ground up.
“Keep your head down and keep pushing every day. Starting out is never easy, but trust yourself and your vision for your company,” Edmonds explained.
He also emphasized the importance of building the right team and focusing energy where it matters most, especially in the early stages of a business.
Looking back on the company’s journey, Edmonds says the most important lesson has been about confidence and originality in a competitive market.
“Create something you're proud of, own your story with confidence, and you'll be surprised at the opportunities that open up for you,” added Edmonds.
That mindset has helped Gunner grow from a college project inspired by a beloved dog into a nationally recognized brand redefining what safety looks like for pets on the move.
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