Ukrainian expertise

The emergence of a plethora of new shopping centres based on the western European model and their aggressive presentation of pet accessories were the factors behind the development of a new speciality chain, according to reports from the Suzirja wholesale company. The company already operated eleven pet shops in three cities. The new concept was to focus primarily on sites in shopping malls and shops that would be run on franchise terms. A name was quickly found for the new chain: Master-Zoo. The first four stores were opened in 2006, followed by a further 14 in 2007 and 2008, and the first two franchisees came on board also. In the first three years, the retail area of the stores was limited to 180 m² under the concept, with the aim of achieving a compromise between profitability, quality of presentation and range, and the high rents in shopping centres. In October 2008, however, Master-Zoo recognised the Europe-wide trend towards big retail areas and aggressive pricing combined with an extensive range and a high volume of merchandise. To take account of this, it opened three 400 m² stores in the main Ukrainian cities with populations in the millions (Kiev, Dnepropetrovsk, Donetsk) as well as its most successful store to date, a 1 000 m² outlet in the largest shopping centre in Kharkov. These four stores also offer grooming and care facilities for dogs, cats and small mammals. Pets are the highlight Live animals are the focal point of Master-Zoo?s retail range, with the larger stores also offering puppies and kittens for sale. The chain aims to excel in providing the optimum advice and service too. Because of its affiliation to the Suzirja wholesale company, the bulk of Master-Zoo?s range comprises accessories, bird food and food for small mammals, and aquatics products from lines produced in-house or brands imported by Suzirja. In the dog and cat food segment in particular, a strong trend towards premium and mid-price products is evident at Master-Zoo. The principal segment is aquatics, however, which accounts for between 30 and 40 per cent of overall sales in all Master-Zoo outlets. Work is currently in progress on four new stores, which are expected to open in the next six months. A total of 13 franchise businesses operated by six franchisees form part of the Master-Zoo set-up. At least three new franchise stores are also scheduled to open in the next few months.
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