Check out our article in Pet Elite Magazine, pg. 28.

Winter 2010
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4
6 From the Director’s Chair
10 TrendWatch
An eye on what’s happening in
the boutique market.
The Elite Product Showcase
12
14
16
18
26
32
34
Red Hot
Imperial Style
Natural Selection
Black Out
Healthy Choice
Playtime
Go Wild
Cover Story
21 Eat, Play, Love–The Healthy Way
Customers are searching for pet products
that deliver health benefits, so stocking
these items is sure to bring in profits.
Manufacturer Profile
8 Rebecca Gibbs, president of
Gold Paw Series, discusses the
company’s 15 sizes, what’s new
and what’s on the horizon.
Retailer Profile
28 Pawsitive Karma, in Castro Valley, Calif.,
leverages each of its owners’ unique
strengths to get people talking.
Top to Bottom: Lily & Me reversible grey cashmere coat lilynme.com; 26 Bars & a Band “sprout” avant garde leash 26barsandaband.com; Teckelklub retro dot urban coat
teckelklub.com; Chi Wow Wow light green lead and baby blue chi skull & crossbones collar chiwowwow.com; BOWHAUSNYC Jacqualin reversible raincoat bowhausnyc.com;
Bling Bone woof Christmas necklace blingbone.com. Photography: John Kuczala
On the cover: Photography: Daniel Gagnon (www.danielgagnonphoto.com); Makeup: Jeremy Stone; Hair: Jennie Kay Plumb; Styling: Jonathan Joseph Peters;
Models: Laura Frazier and Emily Matthews (The Beauty Within) with Rusty, Freddy and Jesse
WINTER 2010
AWARD
WINNING
DESIGNS
1 - 2 1 3 - 3 4 1 - 1 0 8 8
S L E E P Y P O D . C O M
from the director’s chair
6
MAGAZINE DIRECTOR
Michelle David
[email protected]
EDITORS
Mark Kalaygian, Nell Miller,
Melissa Breau, Jennifer Boncy
[email protected]
[email protected]
[email protected]
[email protected]
VICE PRESIDENT & PUBLISHER
Craig M. Rexford
[email protected]
ASSOCIATE PUBLISHER
Callie Hartzell
336.644.7576
[email protected]
ACCOUNT EXECUTIVES
Nisa Cirulnick
[email protected]
Gina Dama
[email protected]
Tanya Radovich
[email protected]
MARKETING MANAGER
Erin McKiernan
[email protected]
SR. VICE PRESIDENT & EDITORIAL DIRECTOR
Seth Mendelson
[email protected]
CEO
Peter Callahan
PRESIDENT AND COO
Carolyn Callahan
VICE CHAIRMAN
Jeffrey A. Schaeffer
V.P. FINANCE AND CFO
Gerard J. Cerza, Jr.
VICE PRESIDENTS
Anna Blanco, Pete LaChapelle,
Seth Mendelson, Craig Rexford
DIRECTOR OF MANUFACTURING
Dennis Respol
PRODUCTION SUPERVISOR
Robert Alvarez
PRODUCTION MANAGER
Joseph Dzinski
CIRCULATION MANAGER
James Sardone
Healthy Pets, Healthy Profits
M
ental health care for your pet?
Don’t laugh. More and more consumers are paying attention to making
sure that their pets get the best health care possible, whether that is in the
form of the right foods and treats to help guarantee a longer and healthier life
or products that may help their mental well-being.
Consumers are actively trying to purchase products that will enhance their pets’ lives, not
only their physical health, but their mental health as well. The good news for retailers is that
these same shoppers are willing to pay a little extra and buy a little more to help and protect
their pets, as well as keep them mentally active, particularly when no one else is home.
Pet boutique merchants may have an advantage in this trend. Many consumers see higherend products as more beneficial for their pets, a perception that may be due to the higher
price points and better ingredients of the products they sell. Also,
upscale pet retailers do tend to offer more in-store assistance to
consumers, helping to educate shoppers as they walk up and down
the aisles.
How do retailers continue feeding and profiting from this
trend? The first step is to keep doing what you have been doing.
That means offering a wide range of products—at varying price
points—to entice consumers to utilize your stores. The second is
to enhance the educational activity at the store level, for both your
employees and your customers. Pet boutique owners and operators
must make sure their store staff feels extremely comfortable with the products they sell and
make sure they know the key selling points to offer consumers.
Retailers must also make as much educational material available as possible—through signage, point-of-sale materials and packaging—to give consumers the information they need to
make the right decisions for their animals.
Consumers are showing that they love their pets. Now, upscale pet boutique retailers need to
capitalize on these passions to bolsters sales and profits.
CORPORATE OFFICE
333 Seventh Avenue, 11th Floor
New York, NY 10001
P: 646.274.3525 F: 646.674.0102
[email protected]
www.thepetelite.com
Canada Post:
Publications Mail Agreement #40612608
Canada Returns to be sent to
Bleuchip International,
P.O. Box 25542, London, ON N6C 6B2
Michelle David
Magazine Director
WINTER 2010
PHOTO BY MAKI HIROSE
ART DIRECTOR
Grace Alberto
8
manufacturer profile
A Custom Fit
Rebecca Gibbs, president of Gold Paw Series, discusses the company’s
15 sizes, what’s new and what’s on the horizon.
By Melissa Breau
The Pet Elite: When did Gold Paw Series get started?
TPE: How should retailers go about choosing a good se-
Rebecca Gibbs: In 1999 my mother, Mary Gibbs, bought
an established horse blanket business called Big Sky
Manufacturing. She moved the business to Sheridan,
Oregon. Naturally, she set out to create the best possible horse wear, but it was a tough business. We found,
however, that many of our customers wanted dog wear.
We developed several styles that the canine crowd
loved to wear. Today, our coats fit virtually every dog–
from teacup Chihuahua puppies (2” back) to Great
Danes (33” back)–with 15 sizes.
We were rapidly acquiring customers. By then we
knew that all the other dogs of the world wanted Gold
Paw coats too. So we proceeded to create the wholesale business we now call Gold Paw Series and a retail store in Portland, Oregon, called Sellwood Dog
Supply.
lection of Gold Paw Series merchandise for their store?
Gibbs: We’ve found in our own store that if a customer
tries a coat, gets a good fit immediately, and doesn’t
have to consider whether the merits of the product
outweigh a so-so fit, it’s a very quick sale. Because of
this, we really encourage trying out most of the sizes,
if possible. We don’t have any minimum so it’s easy to
maintain stock or special order a particular color.
However, we encourage retailers to be creative
about the role we fill for them. If a store already has a
good selection of small dog apparel but a lot of their
customers have large dogs, bringing in our popular
large dog sizes could be a great way to serve a group
of customers in a new way.
TPE: What’s new and what’s on the horizon?
Gibbs: Our newest products are the Rain Paw and the
TPE: Where do you find new product ideas?
Gibbs: I think the biggest difference between most
manufacturers and us is that we have a full-service retail store as our testing grounds. It’s a fertile source of
ideas for new products. Each new product springs from
our experiences with our clients and their dogs. We test
them in prototype phases in our store, receiving feedback from our customers and, most importantly, testing
their appeal against other companies’ offerings.
Even after we have finished products, we have the
benefit of ongoing customer responses—how sizes
fit different breeds, what sizes are most popular and
what colors get people going.
WINTER 2010
Cloud Harness. The Rain Paw is the culmination of
several years of perfecting a year-round rain jacket. We
designed every aspect from the ground up. We developed fabric with a high-tech mill just for this, resulting in a fabric that is stretchy, breathable and waterproof made with recycled polyester that feels buttery
soft. Our Cloud Harness is a soft harness. We love the
concept of a soft comfortable harness and built ours to
take pressure off the sensitive throat area. We sourced
a bonded-foam material that is sleek and breathable.
In the future, we definitely would like to move into toys,
but our perfect toy has yet to be developed. In the meantime our dogs have lots of fun with all the prototypes. ■
10
TrendWatch
An eye on what’s happening in the boutique market.
PMI Nutrition Goes Holistic
PMI Nutrition, LLC, recently introduced 14 new pet food formulas under its Exclusive Pet Food and
Infinia Holistic Dog Food brands. They are designed to make it easier for consumers to select healthy
options for their pet.
The Exclusive Pet Food formulas contain nutritional
powerhouse ingredients such as omega fatty acids, antioxidants and digestive-friendly components such as chicory
root and probiotics. In all formulas, natural chicken, turkey, bison, lamb or salmon is the first ingredient.
The new Infinia line, by Exclusive Pet Food, features three recipes with multiple protein ingredients and “Infinia Holistic Superfoods,” including
salmon oil, sweet potatoes, apples, carrots, tomatoes, blueberries, spinach, kelp and parsley to help
support immunity, longevity and vitality. The fourth recipe, the grain-free “Infinia Zensitive Blend,”
offers peace of mind to customers who prefer a more select grain-free ingredient list.
Visit www.infiniapetfood.com and www.exclusivepetfood.com for more information.
Opie & Dixie Launches Organic Line
Opie & Dixie, a manufacturer of all-natural, eco-friendly pet products, has launched a new line
of organic, sustainable pet care products. Among the new offerings are: Organic Ear Wash made
with spring water, peppermint and eucalyptus;
Oatmeal Almond Shampoo; Unscented Kitty
Shampoo with gentle rosemary, lavender and
rosehip extracts; and Rosehips Dry Shampoo
and Conditioning Mist for waterless washing.
Each product was designed with input from
veterinarians and nutrition experts and incorporates herbs, oils and essential nutrients to
promote optimum health, from shiny coats to
clean ears to healthy immune systems.
Visit opieanddixie.com for more information.
WINTER 2010
New Soap Bar
The new DERMagic Lemongrass
Spearmint Skin Rescue Shampoo
Bar is designed to prevent and
treat canine skin issues, such as
hot spots, mange, alopecia X, and
fungal infections.
The shampoo bar is all natural
and made from certified organic
coconut, castor, sunflower, jojoba
and olive oils. Sulfur and neem
oil naturally kill mites, bacteria
and fungus.
Visit www.DERMagic.com for
more information.
Fish Recipe Unveiled
The Honest Kitchen, makers of
all-natural, human-grade pet
products, has launched Zeal, the
company’s first grain-free, fish
diet for dogs.
The use of a
unique protein,
such as fish, and
the elimination of
grains, potatoes
and flaxseed make this a highquality, minimally processed food
ideal for sensitive dogs. A portion
of the profits will be donated to
marine conservation initiatives,
including The Nature Conservancy, Blue Ocean Institute and
World Wildlife Fund.
Visit www.thehonestkitchen.com
for more information.
“Safe and effective dental health products
like PetzLife Oral Care, are the missing link in
holistic pet care.” Dr. Michael Fox, BVetMed
Is especially for pets who fear
Thunderstorms, Fireworks or have Anxiety
from going to the groomer or vet,
driving in a car or when company comes over.
Great for Separation Anxiety!
“I highly recommend this holistic product in helping
manage anxiety and stress for all pets."
Oral Care Display
tP[4QSBZT
tP[1FQQFSNJOU(FMT
tP[4BMNPO(FMT
PSNBLFVQZPVSPXODPNCJOBUJPO
@-Eaze Display
tP[
!&B[F$BMNJOH(FMT
Aromatherapy
t&HZQUJBO(PEEFTT
t3FE$MPWFS5FB
t4BOEBMXPPE7BOJMMB
t#VMHBSJBO-BWFOEFS
Now available in full displays for your store
Call or go online for more information and pricing.
Made in
USA
Dr. Michael Drey, Jr. D.V. M. | WHITEHAVEN VETERINARY CENTER
Pure, Natural and Chemical Free.
No Parabens, Sulfates, DEA..Alcohol or Detergents.
12
Lizzani Dog
Boutique
lizzani.com
Leather Brothers, Inc.
leatherbrothers.com
Fur What, Inc.
pettherapyjacket.com
Dog Gone Smart Pet Products
doggonesmartpetproducts.com
Dog in the Closet
doginthecloset.com
Wag’n Enterprises, LLC
wagn4u.com
Mochi & Jolie
mochiandjolie.com
Mochi & Jolie
mochiandjolie.com
Red Hot
Warm things up when the temperature drops.
WINTER 2010
PHOTO BY JOHN KUCZALA
Moe’s Place LLC
moesplace.org
14
Austin Rose, Inc.
austinrose.com
Charming Pet Products
charmingpetproducts.com
Pure Treats Inc.
purebites.com
{yep yup}
yepyup.com
Lady B. Couture
ladybcouture.com
Dog Chewz NYC
dogchewz.com
Pure Country Pet Boutique
(PCPB) PCPBwholesale.com
Imperial Style
Purple gets the royal treatment this season.
WINTER 2010
PHOTO BY JOHN KUCZALA
Auburn Leather
Crafters
auburndirect.com
16
Natural Selection
Choose these neutrals to keep warm in winter.
Vonderbitch
vonderbitch.com
Dogo Pet Fashions
dogodesign.com
PetEdge Dealer
Services
petedgeds.com
Lola’s for Pets
lolasforpets.com
Paco Collars
pacocollars.com
Buddy Belt
buddy-belts.com
Turtlebacks by
LMB Designs
lmbdesigns.com
PHOTO BY JOHN KUCZALA
Pet Flys
petflys.com
Lizzani Dog Boutique
lizzani.com
WINTER 2010
18
PetEdge Dealer
Services
petedgeds.com
Roxy and Lulu
roxyandlulu.com
Lola’s for Pets
lolasforpets.com
Paco Collars
pacocollars.com
Flexi USA, Inc.
flexiusa.com
I see spot
iseespot.com
PetEdge Dealer
Services
petedgeds.com
Eco-Pup Dog Clothing
ecopupdogclothing.com
BOWHAUSNYC
bowhausnyc.com
Black Out
The standard is always in style.
WINTER 2010
PHOTO BY JOHN KUCZALA
BOWHAUSNYC
bowhausnyc.com
www.andrealevinedesigns.com
1-866-91BREED (912-7333)
21
Eat, Play, Love–
The Healthy Way
r pet products
fo
g
in
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rc
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re
Customers a
o stocking
s
,
ts
fi
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u
these items is s
By Nell Miller
search of
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l
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r does not
ey are looking
Today’s pet owne
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or
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for products that
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One noticeable
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Does this sham
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ly
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oting heal
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also relieve join
it
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ne
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“There has de
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ts
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WINTER 2010
22
They want all-natural, high-grade items
that are just plain healthy.”
freshen breath at the same time,” jokes
Vasquez. “Quite honestly, some of these
toys do everything they say they will, and
Let’s Eat
some don’t. I myself am most impressed
Manufacturers are aware of the imporwith the recordable voice toys that talk to
a
t
e
p
a
e
tance of the healthy buying trend and
a dog when the owner isn’t around.”
Why giv
n
e
many have answered consumer deToys that keep dogs company when
h
w
plain treat
mand by creating all-natural, innovative,
they are home alone help reduce seps
there are biscuit
multi-purpose items. Petra Pet, creator of
aration anxiety.
to
d
te
la
u
rm
fo
the Beefeaters brand, manufactures 100Kong’s KONGTime product ret
a
e
tr
d
n
percent natural rawhide products that not
leases
Kong toys randomly over foura
t
preven
only taste good and satisfy a dog’s urge to
or eight-hour preset time periods. This
a variety of
chew, but act as an effective tool in reducing
product helps eliminate bad behavior and
health issues?
tartar and preventing gum disease. Dean Trireduces boredom and stress when the pet
andafellos, president and CEO of Petra Pet,
owner is out of the house. Another multibelieves that “innovation in the treat category
purpose toy, the Kong Dental Stick,
is in health and dental. Treats that have value
makes a great fetch toy and is also deadded and help the longevity of the pet are
signed with ridges that reduce plaque and
quickly stealing marketshare.”
tartar to help clean teeth and gums.
Vasquez has also seen this shift in the treat category. “People
Vasquez points out that when a customer looks for a toy, it
don’t want to buy cheap treats from China anymore; they want
doesn’t necessarily have to be healthy for the pet if it is healthy for
all-natural treats that have a health benefit,” he says. “A lot of
the environment. “People are looking for responsible toys—toys
the treats we sell are supplemented, meaning they might contain
with a cause,” says Vasquez. “A person may think they can’t really
glucosamine for dogs with hip problems or L-theanine for dogs
make a difference when it comes to helping the environment, but
that are stressed.”
if they see an opportunity to buy a recycled cat scratching post that
Dr. Phil Brown, senior vice president at Boise, Idaho-based Nuhelps clean up landfills, they will gladly do so.”
tri-Vet, LLC, agrees that sales of multi-purpose biscuits and treats
Showing Love
are definitely increasing. Why give a pet a plain treat when there
There are many ways a pet owner expresses love for their pet, but
are biscuits formulated to prevent and treat a variety of health istreating a dog to a spa day at home between grooming visits not
sues? Not only does Nutri-Vet manufacture dental biscuits that
only keeps the pet clean and smelling fresh, it is also a terrific
help prevent tartar and maintain oral health, the company also
bonding experience. Therefore, it is no surprise that there has
makes biscuits that help treat bone and joint issues and allevialso been an increase in healthy home grooming products.
ate skin and coat problems. In addition, Nutri-Vet’s Pet-Ease Soft
“In recent years, my customers have become more chemiChews are natural, smoke-flavored chews that contain a blend of
cal conscious, especially with shampoos and conditioners,” says
herbs and amino acids to help keep dogs calm and relaxed.
Vasquez. “The grooming category used to be full of chemical
Let’s Play
products with fake scents, but people have come to realize that
Another major segment of the industry that has been saturatthese chemicals destroy a dog’s skin. Natural-minded pet pared with products that offer health benefits is the toy category.
ents have educated themselves about natural shampoos and will
Though dogs are still happy to play catch with a simple tennis
request them.” Perfect Paws carries lines from manufacturers
ball and kittens will happily chase a toy mouse, pet owners have
like Fur, Bobbi Panter and Lani Dig Your Dog.
begun to seek out toys that offer more than just entertainment.
Other manufacturers have created shampoos that do more than
“I’ve seen some toys that claim to squeak, roll, groom and
clean, and conditioners that do more than smooth and detangle.
WINTER 2010
Preppy Puppy Bakery
®
WINTER TREATS!
■ Wheat, Corn & Soy Free.
■ Made in the USA.
■ Large selection of filled
pastries.
■ 48 hour Shipping.
■ No Order Minimums.
Seasonall Items
S
www.preppypuppytreats.com
■
508-291-7555
24
For example, Tropiclean’s Spa Lavish
Your Pet boutique line of products includes Fresh Bath Shampoo, which has
vitamins that clean and smooth a pet’s
skin and coat, but also contains lavender and hydrolyzed oatmeal to relieve
stress. Tropiclean manufactures other
solution-based products, including
OxyMed D-Shed Shampoo and D-Shed
Solution, which clean and condition, respectively, while opening pores to help release excess hair and decrease shedding. In
addition, the company’s fresh breath made
easy! treats contain protein and can be given as a reward, but also contain dill, parsley
and mint, which help to fight bad breath and
periodontal disease.
y
When I opened m
years
store almost 20
to get
ago, I was lucky
onth
one question a m
about nutrition;
t
now I get at leas
10 questions
a week.
Supplementary Items
Additional products that deliver health benefits and have done well
at retail are supplements— in tablet, liquid, powder and chewable
forms—first-aid items, natural remedies and over-the-counter medications.
The most popular health supplements for pets are glucosamine
and chondroitin, multi-vitamins, and omega-3 and omega-6 essential fatty acids. Glucosamine and chondroitin help build and maintain strong joint cartilage, which can really help pets prone to,
or suffering from, arthritis, osteoarthritis or hip dysplasia. Multivitamins contain a daily allowance of vitamins, minerals, amino
acids and fatty acids, and they can help fight disease, maintain
proper system functioning and boost energy levels. Omega-3 and
omega-6 essential fatty acid supplements help maintain a healthy
skin and coat. A good selection of supplements in the store can
boost sales and keep customers coming back on a regular basis to
replenish their supplement supply.
First-aid kits also have a place on store shelves. These kits
include items like gauze, styptic powder, antiseptic wipes and
hydrocortisone cream, among others. To promote safety and generate sales, retailers can encourage customers to keep a first-aid
kit nearby whenever they venture outside with their pet.
In order to save money, pet owners will venture to their local
retailers for natural remedies and over-the-counter medications
that treat common pet ailments at home, rather than spending
money on a veterinarian visit. Subsequently,
ear and eye cleaning wipes, tear stain products and hot spot remedies have become
big sellers. “We sell the Angels’ Eyes tear
stain product,” says Vasquez, “as well as a
variety of other natural remedies. They are
great sellers.”
Getting Into
Health Care
“In the past, people either didn’t know
or care as much about the health of their
pets,” says Vasquez. “They would go to
the vet when something went wrong, but
they didn’t think about nutrition and the
importance of a healthy lifestyle. When
I opened my store almost 20 years ago,
I was lucky to get one question a month
about nutrition; now I get at least 10 questions a week. Also,
customers today are more receptive when I ask them what they
are feeding their dogs and how often; and they take suggestions
seriously.”
This shift toward healthy living means that boutique retailers
who don’t carry health care items are missing out on sales. Adding
these items to the product mix and promoting them in the store can
really boost a store’s bottom line. To get started, ask local distributors, do online research and attend trade show seminars.
“Honestly, in today’s society, all you have to do is Google it,”
says Vasquez. “Look on the Internet for products that have health
benefits. Also, a lot of the good pet food companies, like Wellness, have wonderful nutrition guides on their websites where
retailers can search for ingredient and label information.”
Trade show seminars are also good place to start for newcomers to the industry and retailers who don’t know much about pet
health and nutrition. “I send my staff to some of the seminars,”
says Vasquez.
Once you become a health-conscious retailer, you will be able
to cater to the health-conscious customer base, which is steadily
growing. “Some retailers will do anything to make money, so they
sell unhealthy rawhide that they bought for 10 cents a piece,” says
Vasquez. “I will never sell that. I care about the pets that come
into the store, so I only offer healthy items that will help pets live
healthy, happy lives.” ■
WINTER 2010
"Ooh La La!
C'est Magnifique"
Pet Spa Products get
the French treatment!
www.VivaLaDogSpa.com
Healthy Choice
26
Pick products that promote a long and healthy life.
Three Dog Bakery
threedog.com
Three Dog Bakery
threedog.com
Sojourner Farms
sojos.com
Pal Dog by
Juno’s Garden
paldog.com
TropiClean
tropiclean.net
Casey Petraceuticals, llc
caseypets.com
Pure Treats Inc.
purebites.com
Gracie’s Miracle
graciesmiracle.com
Casey Petraceuticals, llc
caseypets.com
Blanket ID blanketid.com
Free Range Eco
Naturals Dog Treats
freerangeeconaturals.com
PHOTO BY JOHN KUCZALA
Old Mother Hubbard
oldmotherhubbard.com
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A beautiful, healthy coat starts
with nutrient-rich ingredients.
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28
retailer profile
The Word is Out
Two owners, each with her own strengths, get people talking about their
pet boutique and spa. By Jennifer Boncy
Word-of-mouth advertising is the least expensive
for
former white-collar professionals who own Pawsitive Karma have hit upon a formula for success
form of advertising, and yet among the most effectha
tive—the trick is getting it.
that capitalizes on each of their strengths—one’s
com
For a groomer, it’s definitely a good day when
comprehensive knowledge about pet nutrition and
the other’s grooming expertise.
word is spreading among the Saturday morning
dog park regulars that her shop is working wonBorn of Necessity
B
ders on the local pooches. It’s that kind of chatter
The duo started the company after years of noticTh
that is driving people in droves to Pawsitive Karing a gaping hole in their local market where prema, a modestly sized pet boutique-slash-groommiu
mium nutrition for pets should be—namely, raw
ing spa, in Castro Valley, Calif.
foo
foods. Texter, a major proponent of raw feeding,
“We can hardly handle any more business,”
Pawsitive Karma capitalizes on the
cam up with the idea to open a boutique sellcame
says co-owner Marilyn Texter.
unique strengths of its owners. One is a
groomer, the other is a nutrition guru.
ing an assortment of higher-end supplies like colThat, of course, is not a complaint. Business is
lars, leashes and toys, as well as the diets she and
booming for the dual-natured business that feaKeim favored for their own pets but were hard to find in the area.
tures a high-end boutique up front and grooming services in the back.
Keim, who was already in the habit of home grooming her WesIn fact, the grooming business is growing beyond the shop’s physical
ties, went to grooming school, after deciding the acquired skill would
capacity, according to owners Marilyn Texter and Robin Keim.
be her contribution to the business. “I wanted to bring something to
Meanwhile, the relationship between the boutique and grooming
it, and grooming was a natural fit,” she says.
sides of business is proving to be a symbiotic one. The dog-loving,
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retailer profile
Pawsitive Karma’s owners are now looking to expand and are envisioning
a more comprehensive health and wellness center that may include
acupuncture, massage and holistic medicine. They’ve retained a realtor
to scope out a bigger space.
Texter, meanwhile, started educating herself on nutrition, the differences between the diets on the market and the correlation between pets’ health issues and the foods they eat. Today it’s her niche
in the business, she says.
Pooling their natural talents has paid off. Texter and Keim cut back
on their advertising budget awhile back when the demand for grooming began to outpace their capacity to meet it. The business advertises
minimally these days. It does have a phone directory entry and an intermittent, soft-selling social networking presence, but clearly it’s not a sophisticated ad campaign that’s drawing customers to Pawsitive Karma.
“Most of our business comes from word of mouth,” Texter says.
“It’s wonderful to be part of the conversation at the dog park because
the grooming looks good.”
While much of that chatter has been about the grooming services,
once in the shop, customers find there is a lot more to talk about. An
assortment of premium foods and high-end supplies not only gets
people talking, it generates sales. “Because we are accommodating
more grooming clients, boutique sales have increased,” Keim says.
The built-it sales stimulus, however, works both ways. Grooming customers will often pick up a new collar to adorn their freshly
trimmed pups. Or, if Keim or one of the other groomers discover
some skin or coat issues on a pet, they will refer the customer to Texter, who can shed some light on how an inadequate diet might be adversely affecting the dog or cat. It’s a bonus that grooming customers
have to walk through the sales floor to get where they have to go.
The boutique side of Pawsitive Karma is housed in about 900
square feet, and although sales were initially pretty evenly distributed between boutique products and food and nutrition items, the
2007 pet food recalls swung the pendulum in favor of the premium
foods. Texter estimates that seventy percent of sales fall in this category, with many of those customers coming from quite a distance to
shop the boutique’s food assortment.
Still, Keim and Texter say their customer base is fairly evenly
split between those who seek them out for nutrition products and
those who become customers after learning about the health benefits
of many of the premium foods they sell.
“We’re finding out that we are educating people who really didn’t
give [nutrition] much thought,” Keim says.
And getting new customers to try the healthier fare the store sells
is not a tough sell, Texter adds. “I can talk to them about the whole
spectrum of foods that are available,” she says.
Meanwhile, the grooming arm is also filling a unique niche in their
community. Pawsitive Karma does not kennel dogs. There’s no space
to hold a pet even for a short while after grooming it—the operation is
squeezed into 300 square feet of space. “It’s packed,” Keim says.
Grooming is by appointment only, and the animals must be picked
up right after the groomer is done with them to make room for the next
appointment. “It’s like when you or I get our hair cut,” she adds.
To some this may seem offputting or inconvenient, but many customers, especially owners of older, anxious or sickly pets, appreciate the
store’s approach. Keim says that she and the other groomers, who were
brought on after she could no longer handle the volume of business the
shop was attracting, have honed the art of working quickly without sacrificing quality. The process usually takes less than two hours.
“Getting them in and out as quickly as possible is an ideal situation for them,” Keim says. “A couple of customers will stay and talk
to me. Some will go run errands or and go to the grocery store. But it
does take a commitment from them [to return on time].” ■
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