Sniffing out niche products

Marlies and Reinhard Schulze started out supplying regional dog clubs with moderate quantities of products from stocks stored in their garage at home in Porta Westfalica. As the business steadily grew and flourished, the couple decided in 1984 to establish their own limited company. 30 years later, it is still going strong.Up to the mid-1990s, the company operated as a wholesaler, supplying German pet product retailers with well-known brands like Eukanuba/Iams, Finnern, Animonda and Dacapo, to name but a few.The growing concentration in the German pet supplies trade was making it increasingly difficult to continue operating as an independent wholesaler, and so the Schulze family opted for a different approach. It decided to focus on distributing exclusive brands and innovative products, thereby achieving better value creation and greater autonomy. It took a first step towards the import business with the distribution of the Greenies dog treat brand in Europe.

Since redirecting its activities, the company, which is now run by the Schulzes' son Dirk, has been continuously on the look-out abroad for interesting new niche products for the pet supplies trade. Although success did not fall into the company's lap, Schulze Heimtierbedarf with its 42 staff is now an established major player in the pet sector. Its key money-spinners include the Extreme Classic brand of cat litter from Canada, the private label Professional Classic and the Porta 21 brand of dog and cat food, which is available in dry and moist variants.With over 4 000 products for dogs and cats, the company offers pet product retailers an interesting and varied range that includes an innovative selection of accessories as well as premium pet food. The company's regular visits year after year to the leading global pet trade shows are reflected in its product portfolio. Dirk Schulze concedes, however, that importing products, especially high-quality toys, is becoming increasingly difficult due to the special conditions imposed.Occasionally Schulze Heimtierbedarf's range used to include products for other pets, such as small mammals and fish. That came to an end a few years ago, and the company now limits itself to its core dog and cat segments.