A soft spot for animals

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“I started Premier years ago as an offshoot of my passion for pets and the work I did finding homes for retired racing greyhounds,” says company founder and CEO Sharon Madere, describing how the company came into existence. Premier Pet Products has been operating in the market since 1989 and has acquired a good reputation both in and outside the USA with its unusual, high-quality pet accessories. Four years ago, the company decided to start exporting its products and it now sells to Canada, Mexico, Australia, Japan, the United Kingdom, Germany and Finland. Items from Premier Pet Products are marketed via wholesalers and exclusive distributors, and the company has no field sales team of its own. Its appearance at over 40 trade shows and exhibitions annually ensures that it is always in close contact with its main customers.
The passion for pets is perceptible in the company. Of the 89 employees, 17 are pet sitters, 24 are animal rescue organisation volunteers, three are animal foster parents, four are dog trainers and two are certified pet dog trainers. The aim of Premier Pet Products is “to offer unique products that offer solutions for pet owners,” says Sharon Madere, outlining the corporate philosophy. Products are developed in close collaboration with trainers, veterinarians and retailers to ensure that they are always in line with what customers want.
The products are manufactured primarily in China, where the company has close links with several production plants. Premier Pet Products also has its own factory at the company’s headquarters in Midlothian, Virginia, where leads and collars are the main items to come off the production line.
Dog leads, collars and harnesses marketed under the “Gentle Dog” brand account for a substantial proportion of the approx. 6 700 items in the product range. Effective dog training systems coordinated to the pet are another product to feature in the range, along with fashionable, attractively designed beds and cushions, versatile clothing items, sturdy bowls and interactive dog toys. In addition to dog accessories, the company also maintains a small range of products for cats, birds and small mammals, with the focus on collars and toys.
Premier Pet Products has now established itself exclusively in the international market with private label products for leading retail groups. These are deliberately marketed in completely different packaging from the original product. The…