Innovative accessories

Sunny Sharma established his company in 1967 and has seen considerable growth and success since that time: “We are the leading independent pet accessory supplier in the United Kingdom. The business is actively involved in importing, exporting and domestic supply.” The business has grown to a team of 42 employees and counting, split into core teams, e.g. product design and innovation, buying, sales and finance.

“Every day we design and innovate new industry-leading ranges that give Pet Brands a competitive edge and partner with key account customers to provide solutions,” Sunny Sharma states. He is sure that all his customers have different needs, but Pet Brands is set up to be able to adapt quickly to each requirement. The relationships Pet Brands has secured with the factories over the years also allow it to price competitively and deliver promptly.
The benchmarks of the whole business are one-stop-shopping for branded accessories and treats across dog, cat, small animal and wild bird segments. The key license agreements and extensive intellectual property portfolio have been built through innovation. Bespoke sourcing or private label projects, multilingual packaging design and press and social media marketing raise awareness of brands within specific retail stores directly among pet owners.

Over the last 3 years, business turnover year on year has increased by 54 per cent with distribution to over 38 countries. Due to the additional demand for Pet Brands products and services, the company has new offices and warehouse facilities in China and India in order to operate even more efficiently. “This has allowed greater product variety to Pet Brands’ key partners, streamlining of the supply chain, a reduction in lead times and minimum order quantities - better servicing key growth countries such as Brazil, Russia, Japan, India, Malaysia, Thailand and Europe,” Sunny Sharma reports.

Launching in March 2014, the new Hello Kitty pet collection comprises toys, apparel, collars, and feeding, hygiene and travel accessories and is supported by point of sale, press and online activity to raise awareness among pet owners. “September 2014 will see the launch of an additional Hello Kitty…