Swiss number one

Thanks to its dominant position in the Swiss pet supplies market, Qualipet has consistently managed to secure store locations in attractive shopping malls with a high footfall in the past. One such mall is the Westside leisure and shopping centre in Bern Brünnen, the brainchild of world-renowned architect Daniel Libeskind. This futuristic temple of consumerism opened back in October 2008. Now Qualipet has launched a new pet store here with a retail area of approx. 600 m². Easy on the eye Because the store is directly opposite the Bernaqua adventure pool, which is frequented by many children and young people, Rolf Boffa has positioned the pet departments so that they immediately catch the eye of passing visitors to the pool through the store window. The glass frontage between the store and the foyer of the shopping centre has not been decorated with large animal posters, as is usual at Qualipet, thereby offering visitors an unrestricted view of the store without disturbing the pets. The location chosen also has the advantage of being close to the shopping centre exit, ensuring a steady flow of shoppers.
Christine Rupp, the store manager, has been with Qualipet for five years. Before coming to Bern, she was deputy manager at the Qualipet stores in Schönbühl and Köniz, just a few miles away.
The new store appears clean and well maintained. Light-brown laminate flooring and grey shelf supports create a friendly, appealing ambience and are combined with the company's livery colours of blue and yellow, which extend across the entire retail area on the walls, columns and signage. LED lighting has also been used for the first time in the Qualipet store in Bern Brünnen.

Focus on private label In recent months Qualipet has significantly expanded its range of own-brand products. The private labels also feature more strongly in the retailer's advertising. These products already account for well over 10 per cent of sales, and this figure is likely to increase in the next few months. The introduction of new treats is planned for the autumn, along with other initiatives. The company's portfolio of exclusive brands includes Quali-dog and Qualicat, together with Harmony, under which dog and cat food are marketed as well as cat litter. With regard to pet food products…