As numerous studies have shown, the British public is more than willing to spend excessive amounts on their pets – with many even spending more on their four legged friends at Christmas than on their partner, friends or family. Pets at Home is now seeking additional ways to capitalise on this, and as a result has launched a new retail outlet exclusively for dogs.
Although their branded stores of course stock a plethora of doggy delights, the “Barkers” store in Wilmslow, Cheshire, will specialise in luxurious items such as bespoke bedding and customised collars along with a whole range of niche accessories. Furthermore, owners will be able to bring their pet in to the store to experience a range of services such as a tasting session in the food hall or a massage and thorough grooming in the on-site dog spa.
Commercial director at Pets at Home, Peter Pritchard, points out that the opportunity for the concept to succeed is likely as dogs are now the most popular pets in the UK.
He says; “Our objective was to create the best dog shop in the world and I think we’ve done it.
“This is different from any store we have created before, with an environment which is for discerning dogs and the people who love them.
“We’ve had a really warm welcome from the dog owners of Wilmslow and while it’s very early days, we’re excited by the potential of the brand.”
The news comes after Pets at Home, which operates more than 350 stores nationwide, floated on the stock exchange last month with a valuation of just above £1.2 billion. Should this new brand become successful, a subsequent expansion could see the total number of UK outlets controlled by the group reach 400 or more – although the company will not take the decision to roll out the brand nationwide until it has monitored the success of the first Barkers store for a reasonable period of time.
Opening a dedicated dog store complete with spa may go a long way in capitalising on the opportunities made available when Harrods closed its pet section earlier this year. Although the pet spa facilities were moved to a nearby store, the closure left a gap in the market for high-end pet accessories which may now be filled by Barkers.
The design of the store is really very clever when it comes to persuading consumers to part with cash, as the interactive nature encourages customers to spend more time on the premises. Interactive toys, sensory zones and fresh running water spread throughout the floor space actually transcend the retail/leisure divide and, in a sense, make the 1,200 sq ft property more of a drop-in socialising point for dogs and their owners than a traditional pet store.
With Pets at Home continually posting strong profits under its existing format, this new opening may seem like a gamble – but if it pays off, it is difficult to see how a rival could challenge the UK’s biggest pet shop chain’s crown.
Would you be tempted to take your dog to a Barkers store if one opened in the local area?
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