Pet speciality retail on the up

A lot has been happening in the various Scandinavian countries in the last few months. In Sweden, the two leading pet store chains, Arken Zoo and Djurmagazinet, merged last year and now have over 110 stores. This makes them the undisputed number 1 in Scandinavia's biggest country.Changes in the market have also become a regular event in Sweden's neighbouring countries. In Norway, the Plantasjen chain of home improvement and garden stores moved into the pet supplies market in 2012. The company ope­rates 60 outlets across Norway, posing serious competition for the existing market players, especially since Plant­asjen offers the leading premium pet food brands in its range. These were only available hitherto from pet specialist retailers. Plant­asjen plans to open three to five new stores in Norway in the coming year.Musti ja Mirri now also in SwedenIn Finland, the leading pet store chain Musti ja Mirri has consolidated its leading position further. It currently operates 62 stores of its own and 41 franchise stores. Musti ja Mirri points out that it is five times as big as its nearest rival in the speciality trade, which impressively underlines the company's market strength in the Finnish pet supplies trade. Musti ja Mirri reports that it increased its sales by 20 per cent in 2013 alone. It opened 15 new stores in 2013, although in most locations an existing, mostly smaller store was also closed.The Finnish company still sees great potential for the future. "The speciality trade's share of the overall market in Finland is 35 per cent, which is lower than in virtually any other country in Europe," says company boss Mika Sutinen. Apart from pet pro­ducts, the company offers services for pet owners such as grooming in its stores. Musti ja Mirri also cooperates with Evidensia, the second-largest vete­rinary chain in Europe.Musti ja Mirri has now also expanded into Sweden, opening five new stores in Finland's neighbour last year. Its arrival further intensified the already fierce competition in the Swedish pet supplies trade.To ensure the provision of goods to its stores, Musti ja Mirri has its own central warehouse. In September 2013, according to the company, over 70 per cent of the turnover came from items delivered by the central warehouse. All corporate stores and some of the franchisees are part of the central replenishment scheme.