Pioneer in Russia

The first “Dinosavrik” pet product store opened on 15 January 2004 to the east of Moscow (Federativnyi Prospekt 15), close to the Novogireevo underground station in Perovo. The chain is a division of the Moscow wholesale company Grand Alfa, which chiefly distributes the premium food varieties “Happy Dog” and “Happy Cat” of the German manufacturer Interquell in Russia.The proprietors of the company had been observing a steadily growing demand for pet products among consumers for some time. In their opinion, however, there were no pet supplies businesses that could meet this demand. They swiftly seized the initiative and opened their first “Dinosavrik” pet store. With a retail area of 480 m², which seemed huge at that time, it was one of the biggest pet stores in Russia.From the outset importance was attached to having a full product range that extended well beyond the core range of the wholesale company and was more international and comprehensive than had been the norm hitherto in the Russian pet supplies trade. The range stocked by the “Dinosavrik” stores has thus grown to date to embrace around 30 000 different products. Accessories, treats and care products in particular are popular with customers and account for approx. 45 per cent of overall sales. The quality of the products plays a key role in the selection, together with advice and service. At “Dinosavrik” particular attention is also given to stocking a range of veterinary and pharmaceutical products that account for approximately ten per cent of the total sales volume. Around 30 per cent of sales are derived from pet food, especially food for dogs and cats.The sale of pets makes up 15 per cent of overall sales, with dogs and cats being offered for sale as well as birds, small mammals and fish. It is regarded as particularly important in this regard at “Dinosavrik” that each store has a vet on the staff to take care of the animals offered for sale in the shop. Thus each pet sold is given a health check-up before the customer can take it home.The second store to open was larger in size. Situated in north-east Moscow (2 Streleykii per., 7), close to the Savelovskaya, Rizhskaya, Timiryazevskaya underground station, it has a retail area of approx. 650 m². Store number three opened in south-west Moscow (Garibaldi Str., 4), near Noviye Cheryomushki station, with roughly 450 m² of retail area. The fourth store has an area of just 380 m² and is regarded by “Dinosavrik” as the smallest feasible floor area…