“At least one new country a year”

“We’ve got the best” was the self-assured Fressnapf motto intended above all as a compliment to the employees. And this year too they were to be rewarded for their commitment once again with a party to end all parties. “Your presence is the reason why we’re so successful. That’s why today this is your party,” Torsten Toeller shouted to the enthusiastic guests at the evening function. The Fressnapf boss made it clear that his company will keep up the pace in the next few years as well. “We’ll be launching in one or two new countries every year. We will standardise our concept more and more and stay in the fast lane.” At home, too, Torsten Toeller is still finding sufficiently profitable locations for new Fressnapfs. He quoted a figure of 1 000 stores and sales of € 1 bn as a short-term target for the year 2010. A convivial atmosphere prevailed at the Fressnapf celebrations.The conditions for this are looking rosy: Fressnapf currently operates well over 700 stores across Europe and generates sales in excess of € 700 mio. The concept is running smoothly, and the company sees major growth opportunities abroad. Drawing on the writings of American author Mark Twain, Torsten Toeller quipped ‘Treat success well and it will repay you with loyalty.’ The marked self-confidence of the Fressnapf Group was not lost on the industry either, which was asked for a substantial contribution in the run-up to the event. Over € 700 000 is rumoured to have been raised in sponsorship for the party, but not surprisingly, considering Fressnapf’s market position in the pet product trade, it was money well spent for the firms. That wasn’t always the case. Fressnapf started out from modest beginnings 15 years ago and had to learn the hard way in the early years. The fascinating history of the company was recounted year by year in a double act between Torsten Toeller and the compère for the evening, comedienne Anke Engelke, who enjoys great popularity in Germany. They were assisted by various associates of Torsten Toeller commenting on certain landmark events and developments in the history of Fressnapf. Interesting as this whirlwind journey through the company’s history may have been, it went on for several hours and was difficult for many guests to follow acoustically owing to the size of the warehouse and the considerable noise level. Torsten Toeller (right) with Danish master franchisee Morten Pedersen and compère Anke Engelke. The competition “Fressnapf’s search for superstars” was…