Focusing on the well-being of pets

Download: Focusing on the well-being of pets (PDF file)
When Véronique Noël set up the company Joys in 1997, it was out of personal necessity. Unable to find either a cushion or a basket of the requisite size for her aging Great Dane in the pet retail trade, she decided to design a suitable product herself. The company subsequently went on to become a success.
Trendy styles
Joys now claims to be a market-leading company in the luxury accessory segment. The Belgian firm, based in Pironchamps, produces baskets and cushions in house for dogs and cats. It offers trendy styles in over 30 different colours intended to serve the well-being of both pet owners and their four-legged companions.
The focus is on maximum comfort for the pet. Great importance is also attached to ergonomics in designing the products. To supply the right product for all types of pets, articles are offered in a variety of shapes: round, square, rectangular and even less conventional designs, entirely in keeping with the wide-ranging needs of the customers.
All models are manufactured from high-grade materials to guarantee a long service life, the company stresses. Suppliers are also selected with these criteria in mind. Products bearing the "Öko-Tex" label are available too, and Joys products are machine-washable.
A comprehensive range of products is offered for dogs both big and small, from 120 cm couches and furry oval cushions to cocoons. The new models are geared to the latest fashion trends and contemporary design, yet retain an element of timelessness. Colours are in keeping with trends in the furniture industry, so that the baskets and cushions can be optimally integrated into an interior, no matter whether this is classic or modern in style. Some articles are conceived to mirror the latest fashion trends.
"Luxury products in vogue"
Joys is currently observing stronger market demand for luxury products. "Whereas the purchasers of luxury products were previously limited to a certain clientele, our products are now purchased by everyone who wants to pamper their pet, regardless of age or social class," says proprietor and managing director Véronique Noël.
The company attributes the trend towards luxury products prevailing at present to the fact that pets are kept in increasingly comfortable surroundings. In Belgium, Joys delivers to the pet product trade as well as large retail groups and dog and cat salons. Abroad the company cooperates with agents and distributors. Joys products are…