the wait is over - pawsitive karma · 2019-03-07 · 4 winter 2010 6 from the director’s chair 10...
TRANSCRIPT
Winter 2010
Carrying healthy products can help shoppers avoid the vet
Keeping Warm with Cool Fashion
The Wait Is Over
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4
WINTER 2010
6 From the Director’s Chair10 TrendWatch An eye on what’s happening in
the boutique market.
The Elite Product Showcase12 Red Hot
14 Imperial Style
16 Natural Selection
18 Black Out
26 Healthy Choice
32 Playtime
34 Go Wild
Cover Story21 Eat, Play, Love–The Healthy Way Customers are searching for pet products
that deliver health benefi ts, so stocking
these items is sure to bring in profi ts.
Manufacturer Profi le 8 Rebecca Gibbs, president of
Gold Paw Series, discusses the
company’s 15 sizes, what’s new
and what’s on the horizon.
Retailer Profi le28 Pawsitive Karma, in Castro Valley, Calif.,
leverages each of its owners’ unique
strengths to get people talking.
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
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
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
WINTER 2010
Mental 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 higher-
end products as more benefi cial 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 profi ting from this
trend? The fi rst 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 sig-
nage, 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 profi ts.
MAGAZINE DIRECTORMichelle David
ART DIRECTORGrace Alberto
EDITORSMark Kalaygian, Nell Miller,
Melissa Breau, Jennifer [email protected]
[email protected]@[email protected]
VICE PRESIDENT & PUBLISHERCraig M. Rexford
ASSOCIATE PUBLISHERCallie Hartzell 336.644.7576
ACCOUNT EXECUTIVESNisa Cirulnick
Gina Dama [email protected]
Tanya Radovich [email protected]
MARKETING MANAGERErin McKiernan
SR. VICE PRESIDENT & EDITORIAL DIRECTORSeth Mendelson
CEOPeter Callahan
PRESIDENT AND COOCarolyn Callahan
VICE CHAIRMANJeffrey A. Schaeffer
V.P. FINANCE AND CFOGerard J. Cerza, Jr.
VICE PRESIDENTSAnna Blanco, Pete LaChapelle, Seth Mendelson, Craig Rexford
DIRECTOR OF MANUFACTURINGDennis Respol
PRODUCTION SUPERVISORRobert Alvarez
PRODUCTION MANAGERJoseph Dzinski
CIRCULATION MANAGERJames Sardone
CORPORATE OFFICE333 Seventh Avenue, 11th Floor
New York, NY 10001P: 646.274.3525 F: 646.674.0102
Canada Post: Publications Mail Agreement #40612608
Canada Returns to be sent to Bleuchip International,
P.O. Box 25542, London, ON N6C 6B2
Healthy Pets, Healthy Profi ts
Michelle David
Magazine Director
from the director’s chair6
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manufacturer profi le8
A CustomFitRebecca Gibbs, president of Gold Paw Series, discusses the company’s 15 sizes, what’s new and what’s on the horizon.
The Pet Elite: When did Gold Paw Series get started?
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 pos-
sible 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 fi t 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 whole-
sale business we now call Gold Paw Series and a re-
tail store in Portland, Oregon, called Sellwood Dog
Supply.
TPE: Where do you fi nd new product ideas?
Gibbs: I think the biggest difference between most
manufacturers and us is that we have a full-service re-
tail 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 feed-
back from our customers and, most importantly, testing
their appeal against other companies’ offerings.
Even after we have fi nished products, we have the
benefi t of ongoing customer responses—how sizes
fi t different breeds, what sizes are most popular and
what colors get people going.
TPE: How should retailers go about choosing a good se-
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 fi t immediately, and doesn’t
have to consider whether the merits of the product
outweigh a so-so fi t, 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 fi ll 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
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 devel-
oped fabric with a high-tech mill just for this, result-
ing in a fabric that is stretchy, breathable and water-
proof 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 defi nitely would like to move into toys,
but our perfect toy has yet to be developed. In the mean-
time our dogs have lots of fun with all the prototypes. ■
WINTER 2010
By Melissa Breau
TrendWatch10
WINTER 2010
An eye on what’s happening in the boutique market.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 certifi ed organic
coconut, castor, sunfl ower, jojoba
and olive oils. Sulfur and neem
oil naturally kill mites, bacteria
and fungus.
Visit www.DERMagic.com for
more information.
PMI Nutrition Goes HolisticPMI Nutrition, LLC, recently introduced 14 new pet food formulas under its Exclusive Pet Food and
Infi nia 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, antiox-
idants and digestive-friendly components such as chicory
root and probiotics. In all formulas, natural chicken, tur-
key, bison, lamb or salmon is the fi rst ingredient.
The new Infi nia line, by Exclusive Pet Food, fea-
tures three recipes with multiple protein ingredients and “Infi nia 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 “Infi nia Zensitive Blend,”
offers peace of mind to customers who prefer a more select grain-free ingredient list.
Visit www.infi niapetfood.com and www.exclusivepetfood.com for more information.
Opie & Dixie Launches Organic LineOpie & 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 incor-
porates 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.
Fish Recipe Unveiled The Honest Kitchen, makers of
all-natural, human-grade pet
products, has launched Zeal, the
company’s fi rst grain-free, fi sh
diet for dogs.
The use of a
unique protein,
such as fi sh, and
the elimination of
grains, potatoes
and fl axseed make this a high-
quality, minimally processed food
ideal for sensitive dogs. A portion
of the profi ts will be donated to
marine conservation initiatives,
including The Nature Conser-
vancy, Blue Ocean Institute and
World Wildlife Fund.
Visit www.thehonestkitchen.com
for more information.
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!
Now available in full displays for your storeCall or go online for more information and pricing.
“I highly recommend this holistic product in helping manage anxiety and stress for all pets."
Dr. Michael Drey, Jr. D.V. M. | WHITEHAVEN VETERINARY CENTER
“Safe and effective dental health products like PetzLife Oral Care, are the missing link in holistic pet care.” Dr. Michael Fox, BVetMed
Pure, Natural and Chemical Free.No Parabens, Sulfates, DEA..Alcohol or Detergents.
@-Eaze DisplayOral Care Display
Made inUSA
Aromatherapy
WINTER 2010
Red HotWarm things up when the temperature drops.
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12 Lizzani Dog Boutique
lizzani.com
Dog in the Closet doginthecloset.com
Leather Brothers, Inc. leatherbrothers.com
Fur What, Inc. pettherapyjacket.com
Dog Gone Smart Pet Products doggonesmartpetproducts.com
Wag’n Enterprises, LLC wagn4u.com
Moe’s Place LLC moesplace.org
Mochi & Jolie mochiandjolie.com
Mochi & Jolie mochiandjolie.com
WINTER 2010
Imperial StylePurple gets the royal treatment this season.
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Charming Pet Products charmingpetproducts.com
Lady B. Couture ladybcouture.com
Austin Rose, Inc. austinrose.com
Pure Treats Inc. purebites.com
Dog Chewz NYC dogchewz.com
{yep yup} yepyup.com
Pure Country Pet Boutique (PCPB) PCPBwholesale.com
Auburn Leather Crafters
auburndirect.com
WINTER 2010
Natural SelectionChoose these neutrals to keep warm in winter.
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Dogo Pet Fashions dogodesign.com
Buddy Belt buddy-belts.com
Pet Flys petfl ys.com
Paco Collars pacocollars.com
Lola’s for Pets lolasforpets.com
Lizzani Dog Boutique lizzani.com
Turtlebacks by LMB Designs
lmbdesigns.com
PetEdge Dealer Services petedgeds.com
Vonderbitch vonderbitch.com
WINTER 2010
Black OutThe standard is always in style.
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BOWHAUSNYC bowhausnyc.com
BOWHAUSNYC bowhausnyc.com
PetEdge Dealer Services petedgeds.com
Flexi USA, Inc. fl exiusa.com
Paco Collars pacocollars.com
Eco-Pup Dog Clothing ecopupdogclothing.com
I see spot iseespot.com
PetEdge Dealer Services petedgeds.com
Roxy and Lulu roxyandlulu.com
Lola’s for Pets lolasforpets.com
www.andrealevinedesigns.com1-866-91BREED (912-7333)
2121
Customers are searching for pet products
that deliver health benefi ts, so stocking
these items is sure to bring in profi ts.
By Nell Miller
WINTER 2010
Today’s pet owner does not visit the local pet boutique in search of
a box of traditional dog biscuits or a tennis ball; they are looking
for products that will benefi t and excite their pet in some extra way.
One noticeable selling point is a product’s health benefi ts.
Does this shampoo simply clean a dog, or will it also improve
its skin and coat? Does this toy only bounce and squeak, or will it
also aid in promoting healthy teeth and gums? Can this treat only
be used as a reward, or can it also relieve joint pain or stress?
Whatever the product category, pet parents are more likely to seek
out items that deliver a health benefi t, especially when choosing
to visit an upscale, or more expensive, pet boutique.
“There has defi nitely been a huge shift toward health-
conscious pet products,” says Thomas Vasquez, owner of
Perfect Paws, a boutique and grooming salon in Brook-
lyn, N.Y. “Within the last two years I’ve seen people
become 1,000 percent more health and label
conscious, for themselves and for their pets.
Eat, Play, Love–The Healthy Way
WINTER 2010
22
They want all-natural, high-grade items
that are just plain healthy.”
Let’s EatManufacturers are aware of the impor-
tance of the healthy buying trend and
many have answered consumer de-
mand by creating all-natural, innovative,
multi-purpose items. Petra Pet, creator of
the Beefeaters brand, manufactures 100-
percent natural rawhide products that not
only taste good and satisfy a dog’s urge to
chew, but act as an effective tool in reducing
tartar and preventing gum disease. Dean Tri-
andafellos, president and CEO of Petra Pet,
believes that “innovation in the treat category
is in health and dental. Treats that have value
added and help the longevity of the pet are
quickly stealing marketshare.”
Vasquez has also seen this shift in the treat category. “People
don’t want to buy cheap treats from China anymore; they want
all-natural treats that have a health benefi t,” he says. “A lot of
the treats we sell are supplemented, meaning they might contain
glucosamine for dogs with hip problems or L-theanine for dogs
that are stressed.”
Dr. Phil Brown, senior vice president at Boise, Idaho-based Nu-
tri-Vet, LLC, agrees that sales of multi-purpose biscuits and treats
are defi nitely increasing. Why give a pet a plain treat when there
are biscuits formulated to prevent and treat a variety of health is-
sues? Not only does Nutri-Vet manufacture dental biscuits that
help prevent tartar and maintain oral health, the company also
makes biscuits that help treat bone and joint issues and allevi-
ate skin and coat problems. In addition, Nutri-Vet’s Pet-Ease Soft
Chews are natural, smoke-fl avored chews that contain a blend of
herbs and amino acids to help keep dogs calm and relaxed.
Let’s PlayAnother major segment of the industry that has been saturat-
ed with products that offer health benefi ts is the toy category.
Though dogs are still happy to play catch with a simple tennis
ball and kittens will happily chase a toy mouse, pet owners have
begun to seek out toys that offer more than just entertainment.
“I’ve seen some toys that claim to squeak, roll, groom and
freshen breath at the same time,” jokes
Vasquez. “Quite honestly, some of these
toys do everything they say they will, and
some don’t. I myself am most impressed
with the recordable voice toys that talk to
a dog when the owner isn’t around.”
Toys that keep dogs company when
they are home alone help reduce sep-
aration anxiety.
Kong’s KONGTime product re-
leases Kong toys randomly over four-
or eight-hour preset time periods. This
product helps eliminate bad behavior and
reduces boredom and stress when the pet
owner is out of the house. Another multi-
purpose toy, the Kong Dental Stick,
makes a great fetch toy and is also de-
signed with ridges that reduce plaque and
tartar to help clean teeth and gums.
Vasquez points out that when a customer looks for a toy, it
doesn’t necessarily have to be healthy for the pet if it is healthy for
the environment. “People are looking for responsible toys—toys
with a cause,” says Vasquez. “A person may think they can’t really
make a difference when it comes to helping the environment, but
if they see an opportunity to buy a recycled cat scratching post that
helps clean up landfi lls, they will gladly do so.”
Showing LoveThere are many ways a pet owner expresses love for their pet, but
treating a dog to a spa day at home between grooming visits not
only keeps the pet clean and smelling fresh, it is also a terrifi c
bonding experience. Therefore, it is no surprise that there has
also been an increase in healthy home grooming products.
“In recent years, my customers have become more chemi-
cal conscious, especially with shampoos and conditioners,” says
Vasquez. “The grooming category used to be full of chemical
products with fake scents, but people have come to realize that
these chemicals destroy a dog’s skin. Natural-minded pet par-
ents have educated themselves about natural shampoos and will
request them.” Perfect Paws carries lines from manufacturers
like Fur, Bobbi Panter and Lani Dig Your Dog.
Other manufacturers have created shampoos that do more than
clean, and conditioners that do more than smooth and detangle.
Why give a pet a
plain treat when
there are biscuits
formulated to
prevent and treat
a variety of
health issues?
■ Wheat, Corn & Soy Free.■ Made in the USA.■ Large selection of fi lled pastries.■ 48 hour Shipping.■ No Order Minimums.
Seasonal Items
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S l
24
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.
For example, Tropiclean’s Spa Lavish
Your Pet boutique line of products in-
cludes Fresh Bath Shampoo, which has
vitamins that clean and smooth a pet’s
skin and coat, but also contains laven-
der 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, re-
spectively, while opening pores to help re-
lease excess hair and decrease shedding. In
addition, the company’s fresh breath made
easy! treats contain protein and can be giv-
en as a reward, but also contain dill, parsley
and mint, which help to fi ght bad breath and
periodontal disease.
Supplementary ItemsAdditional products that deliver health benefi ts and have done well
at retail are supplements— in tablet, liquid, powder and chewable
forms—fi rst-aid items, natural remedies and over-the-counter medi-
cations.
The most popular health supplements for pets are glucosamine
and chondroitin, multi-vitamins, and omega-3 and omega-6 essen-
tial fatty acids. Glucosamine and chondroitin help build and main-
tain strong joint cartilage, which can really help pets prone to,
or suffering from, arthritis, osteoarthritis or hip dysplasia. Multi-
vitamins contain a daily allowance of vitamins, minerals, amino
acids and fatty acids, and they can help fi ght 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 gen-
erate sales, retailers can encourage customers to keep a fi rst-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 prod-
ucts 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 distribu-
tors, 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
benefi ts. Also, a lot of the good pet food companies, like Well-
ness, 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 newcom-
ers 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
24
"Ooh La La!C'est Magnifique"
www.VivaLaDogSpa.com
Pet Spa Products getthe French treatment!
Healthy ChoicePick products that promote a long and healthy life.
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Gracie’s Miracle graciesmiracle.com
Old Mother Hubbard oldmotherhubbard.com
Sojourner Farms sojos.com Pal Dog by
Juno’s Garden paldog.com
Three Dog Bakery threedog.com
Three Dog Bakery threedog.com
Pure Treats Inc. purebites.com
Free Range Eco Naturals Dog Treats freerangeeconaturals.comCasey Petraceuticals, llc
caseypets.com
Blanket ID blanketid.com
Casey Petra-ceuticals, llc caseypets.com
TropiClean tropiclean.net
A beautiful, healthy coat startswith nutrient-rich ingredients.
caninecarewww.toplinecanine.com©Topline, Inc. All Rights Reserved.
Call 952-426-0352 or visit our website for order and pricing information.
I T ’ S S WAT C AT S L O V E !I T ’ S S W’ S S WATAT C A C AT S L O V E !V E !T S
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Become a friend
retailer profi le28
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
form of advertising, and yet among the most effec-
tive—the trick is getting it.
For a groomer, it’s defi nitely a good day when
word is spreading among the Saturday morning
dog park regulars that her shop is working won-
ders on the local pooches. It’s that kind of chatter
that is driving people in droves to Pawsitive Kar-
ma, a modestly sized pet boutique-slash-groom-
ing spa, in Castro Valley, Calif.
“We can hardly handle any more business,”
says co-owner Marilyn Texter.
That, of course, is not a complaint. Business is
booming for the dual-natured business that fea-
tures a high-end boutique up front and grooming services in the back.
In fact, the grooming business is growing beyond the shop’s physical
capacity, according to owners Marilyn Texter and Robin Keim.
Meanwhile, the relationship between the boutique and grooming
sides of business is proving to be a symbiotic one. The dog-loving,
former white-collar professionals who own Pawsi-
tive Karma have hit upon a formula for success
that capitalizes on each of their strengths—one’s
comprehensive knowledge about pet nutrition and
the other’s grooming expertise.
Born of NecessityThe duo started the company after years of notic-
ing a gaping hole in their local market where pre-
mium nutrition for pets should be—namely, raw
foods. Texter, a major proponent of raw feeding,
came up with the idea to open a boutique sell-
ing an assortment of higher-end supplies like col-
lars, leashes and toys, as well as the diets she and
Keim favored for their own pets but were hard to fi nd in the area.
Keim, who was already in the habit of home grooming her Wes-
ties, went to grooming school, after deciding the acquired skill would
be her contribution to the business. “I wanted to bring something to
it, and grooming was a natural fi t,” she says.
WINTER 2010
The Word is Outfor
tive
tha
com
the
BBBTh
ing
miu
foo
camPawsitive Karma capitalizes on the
unique strengths of its owners. One is a groomer, the other is a nutrition guru.
www.canineconvertiblescollars.comwww.canineconvertiblescollars.com
One BaseMany Designer
Tops To Choose From!
Texter, meanwhile, started educating herself on nutrition, the dif-
ferences between the diets on the market and the correlation be-
tween 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 groom-
ing began to outpace their capacity to meet it. The business advertises
minimally these days. It does have a phone directory entry and an inter-
mittent, soft-selling social networking presence, but clearly it’s not a so-
phisticated 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 fi nd 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. Groom-
ing 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 Tex-
ter, who can shed some light on how an inadequate diet might be ad-
versely affecting the dog or cat. It’s a bonus that grooming customers
have to walk through the sales fl oor 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 distrib-
uted 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 cat-
egory, 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 benefi ts
of many of the premium foods they sell.
“We’re fi nding 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 fi lling 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 custom-
ers, 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 sac-
rifi cing quality. The process usually takes less than two hours.
“Getting them in and out as quickly as possible is an ideal situa-
tion 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].” ■
WINTER 2010
retailer profi le30
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.
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