At the fashion show in Las Vegas, Honey Birdette creator Eloise Monaghan will open Sgt Puppa's first US retail store

SGT PUPPA, a pet & human lifestyle brand for the fashion-forward dog, will debut at Fashion Show Las Vegas on February 17th.

It is a collaboration between the luxury retail investment group BVRGRP and businesswoman Eloise Monaghan, who founded the global luxury lingerie powerhouse label Honey Birdette before selling it to Playboy for $443 million in 2021.

An aquatics line that will be the focus of Miami Swim Week in June, matching surfboards, puppy bathtubs, and limited-edition couture pieces are just a few of the must-have fashion drops and accessories offered by the consumer fashion and lifestyle brand SGT PUPPA, which is opening its first store in the United States on the Las Vegas Strip.

Eight of SGT PUPPA's unique collections will be introduced in-store, including sets with themes like The Hot-Digity Dog, Hump Day, and Vegas-Baby that feature flirtatious and amusing clothing. Each collection includes about 20 items, such as limited-edition prints on cooler bags, athletic clothing, and other goods for humans as well as canine gear and accessories including leads, backpacks, food bowls, and water bottles.

"Sgt Puppa stores will be experience-based and as much for dogs as it will be for humans. There will be champagne stations and treat bars, limited-edition collaborations with the hottest influencers and celebrities, and clothing for dogs and humans. It's really about bringing pleasure to the pet space."

Customers and their dogs are invited to join SGT PUPPA's social club in order to participate in unique local and regional activities. SGT PUPPA is poised to make waves in the burgeoning pet industry with events like Pups & Prosecco influencer brunches, monthly in-store adoption days, dog runways, and adventure walks.