grace wang

Petphoria Opens in Downtown Middleton

Petphoria, which offers luxury dog treats and handmade pet goods, is set to open a retail location in Downtown Middleton on August 19. The local AAPI- and woman-owned shop promises to be “a store for dogs and their people.”

Madison-based Petphoria was founded in December 2020 by Grace Wang, due to her love of her pup, Beni. Realizing there was a gap in the market for luxurious, healthy dog treats, Petphoria was born. The new shop in Middleton will carry fun dog toys, cheeky human apparel, pet accessories and more–in addition to Petphoria’s signature dog treats. Many of the goods that are carried in the shop are handmade by Wang and locally sourced.

“Thank you all for the support and allowing Beni and I share our love of dogs with you,” says Wang, in a press release. “We are so excited to join the Downtown Middleton community!”

The store is open six days a week. In Downtown Middleton, dogs are welcome in most stores and on patios.

For more on Petphoria, visit

1834 Aurora St.
Middleton, WI

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