Tom & Co. heads south

In the last few years, Tom & Co. has carefully studied the special features of the French market in two pilot stores in Douai and Bruay-la-Buissière, and has gradually adapted its range to suit the needs of its customers there. The company is now expected to increase the pace of expansion, and a third French store opened at the end of March in Petite Forêt, close to Valenciennes. A retail area in excess of 600 m² stocks a full range of products for all pet categories, and the store also sells pets.
To mark the opening of the store, 10 per cent was slashed from the price of all products apart from live pets on two Saturdays in April. Another new store is expected to open in France in May and will be the first in the neighbouring country to the south to be operated as a franchise by Tom & Co. Other new openings, likewise to be run as franchise operations, are expected to follow during the year.

The company, which has 153 stores and belongs to the supermarket group Delhaize, is Belgium’s market leader in the pet supplies trade. Most of the stores are operated as franchises. Tom & Co. also has five outlets in Luxembourg.
Tom & Co. was established in 1991 and has extensive, wide-ranging experience of the pet supplies trade. The company is engaged in a fierce price war with the rival Maxi Zoo chain, which belongs to the German Fressnapf Group. The affiliation of Maxi Zoo Belgium to the German parent company has intensified this competition considerably in the last few years, something that is further heightened by the close proximity in which stores of the two chains are located in many places.

Tom & Co. attaches great importance to distinguishing itself from its competitors in quality terms through professional advice, service and practical information for customers. The Tom & Co. Club has become a success story: pet owners that join receive exclusive special offers, additional information and a wide range of services. Tom & Beauty grooming salons, of which there are 16 in Belgium, and pet insurance policies are further examples of the company highlighting its specialist skills and striving for a close tie with its customers.
The chain is also aiming for…