Dog behaviour specialist Cesar Millan has teamed up with Ultimate Products for a line of branded products for dogs.
The three-year deal will see Ultimate roll out a range of beds for dogs of all sizes and ages, with special orthopaedic beds for recovering or elderly dogs, memory foam beds for added comfort and anti-chew beds.
Each item will come with a swing tag featuring a training tip from Cesar, alongside a list of the products key features.
Feeding sets, training products and kennels will join the range - already snapped up by Tesco Direct and Dunnes - later this year.
"Cesar understands every dog needs the right products, products that are designed for the special needs of the dog," said Bernadette Spofforth, brand director at Ultimate Products. "His line has been designed and tested to reflect his methods and thinking."
Millan added: "Our goal is to forge and foster good relationships between owners and their dogs. That is why I teamed up with Ultimate Products to design a product line that delivers function and fashion."
The Cesar Millan brand joins the likes of kitchenware brands Gino d'Acampo and Antony Worrall Thompson, plus a Rolf Harris arts and crafts range in Ultimate's portfolio.