Haute couture for dogs

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When Friederike de Jong von Knebel established her store chain four years ago in Germany, it was to have “fun from pleasure” more than anything else. She now runs five “lifestyle” boutiques selling exclusive canine accessories in up-market city centre locations in Hamburg, Berlin, Düsseldorf, Kiel and on the island of Sylt. In Berlin, her dog boutique is directly opposite Udo Walz’s hair studio, which numbers many celebrities among its admirers, and Walz himself often pops over to Koko von Knebel with his dog Oscar to have a look at what’s on offer. In Hamburg and Düsseldorf, the shops look out onto Chanel stores.“Every dog is a star... and for that your faithful companion has earned a little luxury too,” is the company’s philosophy in a nutshell on the Internet. Hand-made liver sausage crackers from Hamburg pastry shop Weber belong in the luxury category as much as high-quality dog beds with hypoallergenic mattress interiors and elegant designer bowls made of top class materials. Friederike de Jong von Knebel has been mad about dogs since she was a child, and at the Villa Martius in Kiel, where the company is based too, twelve (!) dogs live as if in paradise. Because she is very animal-oriented, she attaches particular importance to selling only products that are not harmful to animals.Right from the outset, Koko von Knebel has also marketed dog accessories via an online shop – albeit “without any great passion, actually,” Friederike de Jong von Knebel concedes. It’s far more important to her that dog owners seeking something special for their four-legged friends become acquainted with the special shopping experience that her stores offer and take advantage of the expert advice available there.
High export quota Nevertheless, the online shop has dramatically raised the profile of the company at home and abroad in just a short time, as have its frequent appearances in the media. The company now sells products in all European countries and even to America, Israel, Dubai and Saudi Arabia. The share of overall sales accounted for by exports has long since passed the 70 per cent mark. “Demand for our products is extremely high. For many customers from abroad, our stores are rather like Neuschwanstein Castle – one of the ‘must-see’ sights on a visit to Germany,” explains office manager Sabine Thomaschefski.The full range at Koko von Knebel currently comprises over 10 000 products. The high number of items results from…