Women are the key to success

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Company proprietor Paul Knoop and his team spent two years developing the new product line, which was first offered to the international pet supplies trade in 2006 under the “Happy-House” brand. The launch was preceded by extensive market research, for nothing was to be left to chance. “The market launch was highly satisfactory, because we are now supplying customers in twelve European countries after only a short time,” reports Paul Knoop. “Roughly 80 per cent of sales of the new brand are generated solely by exports.” The entrepreneur sets great store by the “100 per cent Dutch” label. He stresses that all products are developed and made ready for production by an in-house team in the Netherlands. Sales and logistics are also handled by the head office in Velp, which is based in premises covering roughly 5 000 m². “Women are the secret of our success,” says Paul Knoop. “Our products are developed and marketed by women. In the pet product trade it is primarily women who decide to purchase them. And it is women who look after pets and are responsible for creating an ambience in the home.” Comprehensive range Specialist retailers are offered a wide range of products for dogs and cats under the “Happy-House” brand, ranging from simple toys to inflatable beds. Also available are fold-down houses, chairs, cushions, blankets, baskets, a high-quality rattan collection and even dog apparel for special occasions, such as for the carnival. “A feature of our products is the quality of the materials,” Paul Knoop continues. “We use only the best fabrics, such as those used by professional outfitters.” The company offers a toy collection that is broken down into seven concepts. “Active Paws”, for example, is a collection of floating outdoor toys, while “Cat Activity” is an extensive line of cat toys. Customers of the “Happy-House” range include mainly pet product retailers and garden centres, and shop-in-shop concepts have already been established in some outlets. For Paul Knoop it is important that they all exude a special, upmarket atmosphere and offer a genuine shopping experience. “Our products are impulse buys, which if presented correctly seduce consumers into making a purchase,” states Paul Knoop. With “Happy-House” the entrepreneur aims to build up a brand that doesn’t just feature on packaging and products, but appeals specifically to consumers in the marketing process. And if Paul Knoop has his way, sales will…