Big player in the Netherlands

When customers enter the Faunaland XL De Koningsvis in the Netherlands, they are immediately struck by the huge area covered by the store belonging to the Dutch pet supplies chain. One of the ways in which the architects have achieved this vastness is by creating a spacious layout for the various product categories, as well as adding a high roof. The store has a retail area of 1 480 m² extending over two floors. As well as offering a full range of pet food and accessories, Faunaland XL also sells small pets such as birds and small mammals and it also boasts an aquatics department. Store manager Ruben van Amesfoort, who operates two further Faunaland stores in the Netherlands, has added an attractive display of fishing equipment too, a customary feature in this region close to the coast. The store range is topped off by a fairly large selection of equestrian accessories. Aquatics the driving force Unlike many other countries in Europe, fishkeeping is still widespread in the Netherlands and aquatics ranges sell well alongside products for dogs and cats. “Aquariums are very popular in Holland,” Van Amesfoort confirms. “I believe that this is primarily due to the fact that in these rather difficult economic times, people prefer to have something to do at home and want to make their living space more attractive with, for example, a beautiful design aquarium.” Faunaland XL in Den Helder encourages the upward trend in aquatics by various promotions and services. “Among other things, we offer customers free water tests and organise workshops on different aquatics topics,” says Van Amesfoort. With regard to the workshops, the store cooperates closely with German companies such as Dennerle and it is no surprise that the store’s aquatics department takes pride of place. Apart from attractive show tanks, the customer will find clean well-maintained sales tanks containing freshwater fish and a variety of plants and invertebrates. Like the rest of the store interior, the aquatics department was developed and fitted by the Dutch company Aquaja. Innovation in shopfitting The many innovative details of the shop fittings become clear when you take a walk around the store. For example, the different premium and super-premium dog food brands of Royal Canin, Nestlé Purina Petcare and Procter & Gamble are presented in their own separate wooden units. These shop-in-shop solutions offer customers a good overview of the entire dog food range of each manufacturer. The…