Focus on accessory products

The Dutch company offers exclusively accessories and care products over the Internet and in its pet store. “Although pet foods increase customer footfall, pet product retailers don’t really earn any more by selling them. The margins on accessories and care products are considerably higher,” explains managing director Marjolein Kluit. And the price competition in the accessories segment is far less aggressive than for pet food. Relocation in November The idea of opening a pet store in addition to the online shop set up in 2008 was prompted by requests from a number of customers. “Originally we only wanted to open a showroom in which customers could view our products, but the demand was so great that in October 2008 we finally opened a shop in Vlijmen,” recounts Marjolein Kluit. Since the space available there was too small for the growing product range, the company moved to larger premises in the same street in November of last year. De Huisdiersuper now offers approx. 2 000 products for dogs, cats, small mammals, birds and horses in a retail area of 250 m2. Most products are imported from the Far East. Over 2 500 products are available through the online shop. The company aims to offer competitive pricing, and so prices in the store and in the online shop are identical. At the same time, De Huisdiersuper believes it important to provide customers with competent specialist advice. 60 per cent of the company’s sales are transacted through the online shop. De Huisdiersuper supplies between 15 000 and 20 000 customers in the Netherlands and in Belgium, and it is trying to raise its profile by advertising on the Internet and radio. To establish itself with customers as a competent supplier of pet products, Huisdiersuper plans to open one or two more shops in the Netherlands.Download: Focus on accessory products (PDF file)