A little promotion from the AKC:
Purebred Hotbed
>A group of IKEA and Gap veterans are trying their hand with puppies. Woof& Co. has opened two stores in Boston malls, with plans to add six stores in 2004 and roll national in 2005. The chain sells purebred puppies and upscale accessories, a distinct niche in the $30 billion-plus U.S. pet industry.
>
>It competes with private breeders, not big-box chains like PetsMart or Petco.
>"We're not interested in going head-to-head selling dog food," says Linda
>Povey, partner at consultancy Kanter International, which created Woof&Co.
>
>
>"Their strategy is high volume, low prices. We're a lifestyle store."
>
>The Edison, NJ-based start-up gets its puppies from Hunte Corp., a Goodman,MO,-based broker for U.S. breeders. Prices range from $750 to $1,800, comparable to private breeders, with a 50%-plus profit margin. Each pup has a three-year warranty against congenital and hereditary defects. Puppies travel by air-conditioned truck to stores, where they get 75% of retail
>space (for 80% of sales); high-end accessories get 15%; basics get 10%.
>
>Former IKEA U.S. president Steen Kanter took a request from Meridian Venture Partners to save nine Family Pet Centers from Chapter 11 in 2002. IKEA and Gap veteran Don Jones became Woof &Co. CEO in October; Baby Gap alum Karen Oden took on operations in November.
>
>Woof &Co. is building a database on owners and their puppies. For now, marketing is in-store only, with grand opening info mailed to pet owners within five miles. Marketing will ramp up when markets get a critical mass of stores.
Christine Weisse
>American Kennel Club
>Companion Events
>P - 919-816-3557
>F - 919-816-4204