Fressnapf eyes the Italian market

Fressnapf’s overall sales last year amounted to € 1.46 bn, an increase of 7 per cent compared with the previous year. These statistics were revealed by managing partner Torsten Toeller when the company’s financial statement was released in Krefeld. In its home market of Germany, where it still achieves 70 per cent of its sales, the chain with its 823 stores and online shop saw growth of around 6 per cent to just under € 970 mio. The increase in like-for-like sales was 4 per cent. 13 new stores were opened in Germany in 2012. Growth in Fressnapf’s 417 stores abroad was even higher in 2012, with an increase in sales of 10 per cent compared with the previous year to over € 490 mio. Apart from Germany, the strongest growth markets in 2012 were Austria, Belgium, Denmark and Italy. Sales in Switzerland and Hungary were less satisfactory, however, resulting in growth of “just” 2.3 per cent on a comparable store area, according to Toeller. 33 new stores were launched abroad in 2012. The company plans to open 40 new stores outside Germany this year. Toeller says that the focus is to be on Italy, where Fressnapf is growing particularly strongly at the moment. The company has just opened a type of flagship store in Milan and as of January 2013 it operated 25 stores in the country. After moving into the Polish market in autumn last year, Fressnapf has no plans to enter any completely new markets for the present. “Our primary aim is to become the market leader in those countries where we do not yet occupy this position,” stressed the Fressnapf boss. Ambitious targets The pet store chain has ambitious targets for this year too. Overall sales are to be increased by 7.4 per cent and the online business, which only operates in Germany and Switzerland at present, is to be rapidly expanded. Torsten Toeller is also working on a new strategy to secure the company’s strong market position in the future. Fressnapf will concentrate in future on “making the coexistence of man and pet easier, better and happier”. The company aims to enhance the shopping experience in the stores further and offer a wider range of services. The Fressnapf founder is considering working with dog groomers and veterinarians as well as providing day care for dogs in collaboration with dog hotels. “Happier pets – Happier people” is the new slogan, which neatly sums up the chain’s vision for the future and is to be brought to life in the next few years. Download: Fressnapf eyes the Italian market (PDF file)