IOD Director of the Year Awards

A celebration of leadership talent, success and achievement

Sunny Sharma profile




Pet Brands

Sunny Sharma graduated from Lancaster University in 2006 and immediately set up Dibor – a French home accessories mail order company. Within just three years he had also launched Pet Brands after spotting a gap in the market for high quality pet accessories in line with the latest trends and consumer purchasing habits.

Within 10 years the company had offices in India and China and an expanding portfolio of own label brands, with over 600 ranges exported to retailers across 58 countries. In 2017 the group’s parent company purchased Vital Pet Products – the UK’s leading pet product wholesaler.




UK’s industry leader, designer and manufacturer of accessories and treats for pets and wild birds. Pet Brands provides retailers with pet industry insight, product innovation and quality, brand strength, retail understanding, category captainship.


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