“An exciting year”

PetSafe has expanded its range steadily in the last few years. What is the main feature of the range at present? We have made a concerted effort to grow our product categories to give our customers more choice. Our containment systems, training systems and bark control categories have always been core categories for “PetSafe” and in recent years we’ve expanded our lines to include pet doors and products such as pet fountains in our health & wellness category. These have become strong sellers for us. Last year we also added play & challenge to the core categories, so the company continues to evolve and respond to customer demand. As the PetSafe manager responsible for international marketing, you work closely with your colleagues in the USA. How does the European market differ from that in the USA in your product category? Containment systems are very popular in the US due to the expanse of outdoor terrain. Of course, we do sell them in Europe, but not on the same scale. Dogs are also the most popular pet in the US, so product sales are in line with that. How did 2011 turn out for your company? Which markets proved particularly good and which less satisfactory? Last year we focused on building on the momentum that we’ve achieved so far and I’m pleased to report that business in Europe continues to be strong. We always keep an eye out for new opportunities in international markets. PetSafe will exhibit at PATS in March. How is the UK market developing in your opinion? In recent years, cats have become the most popular pets in the UK with a population of around 12 million, and our product sales reflect this. Cat doors are extremely popular and recent independent research found “PetSafe” to be the leading brand for cat doors, holding over 50 per cent of the market share against all other brands. We have been very active in recent months supporting the UK market and, working with our “PetSafe” veterinary consultant, we have produced new training manuals along with a series of videos highlighting key features, advantages and benefits of each of our product categories. What plans does your company have for the coming year? This is going to be an exciting year for PetSafe. We have a number of innovative new products coming to market, with full details to follow. We are attending both PATS and Interzoo and have increased our booth size at both shows. We will be showcasing new lines at different points throughout the year. Our new training manuals will be…