Big player in Denmark

The chain is run by a committee comprising three proprietors of associated pet stores and a full-time chain manager. The administrative offices of Bonnie Dyrecenter are located in the Sjaelland region. A firm of accountants takes care of its financial affairs. Bonnie Dyrecenter came into existence back in 1988, when the concept was thought up by the supplier B-S Specialfoder. At that time the company was one of the biggest suppliers of pet food and accessories in Denmark. Six years after its establishment, the trading firm passed into the ownership of its members, who each have shares in the pet supplies chain. This group soon split into two divisions, however, which today still operate two independent chains, Bonnie Dyrecenter and Dyfo Dyrecenter. Extensive selection of pets There is a growing trend among pet supplies retailers in Denmark not to sell live pets, but Bonnie Dyrecenter does not subscribe to this. On the contrary, it highlights the range of pets for sale: “We maintain high standards in the keeping, the well-being and the ethics of animals, that’s why we use only educated staff,” reports chairman Kenneth Barenholdt. Live animals have a major presence in the chain and all outlets offer a big selection of birds, rodents, reptiles and fish. The main product categories at Bonnie Dyrecenter are accessories and dry food for dogs and cats, but aquarium fish and accessories are also important product groups. To ensure that stores have the right level of expertise, regular sales and subject seminars are offered for shop managers and their sales staff. Bonnie Dyrecenter cooperates with the manufacturers of pet food with regard to the subject seminars in particular. To keep the customers of the individual stores abreast of what’s on offer, an eight-page product brochure comes out six times a year and is distributed throughout Denmark. Regional newspaper and television advertising supports the sales campaigns. Monthly meetings of all shop owners are also organised to come up with new initiatives, elaborate trends and coordinate future marketing activities. Focus on growth “After a few years of stagnation and financial crisis, Bonnie Dyrecenter Danmark is now making progress once again,” reports Kenneth Barenholdt. In the last few years, two or three new members have joined the pet supplies chain each year. The management committee is confident that this will continue to be the case and aims to increase substantially the number of new accessions annually…