Pet competence centre

CEO Merike Kaesvel intends to offer a comprehensive service with the new concept store in Tallinn and set new standards in the pet sector too. The concept store comprises a retail area of 860 m², a 24-hour veterinary clinic on 850 m², a 100 m² grooming salon, so-called Royal Canin training arena on 400 m² and a dog and cat hotel covering 100 m². "Our aim is to become the market leader with the widest selection of pet-related products and services," says Merike Kaesvel. "Our mission is to create a brand that is recognised for its social responsibility towards animals and pets." It is planned to open 70 such stores in the next six years in the Baltic area.

"We are creating a 360-degree pet service centre covering all of pet owners' needs," adds Merike Kaesvel. "The centre will cover the categories of food, accessories, grooming, hotel, training, insurance, veterinary drugstore, veterinary clinic - but will not sell live animals. Three different formats are proposed: 
format S is a small shop of 60-250 m² in a shopping mall. In Latvia and Lithuania it will be combined with a veterinary drugstore, in Estonia, advisably combined with a veterinary drugstore depending on the availability of specialised staff and the readiness of clients to buy veterinary drugs from a shop instead of a clinic.format M is a mid-sized shop of 200-300 m² in a shopping mall with grooming and limited-service clinic. This format requires two entrances, one from the street/parking lot and one from inside the mall.format L is 500 m² and larger, complete with shop and clinic, grooming and training.

In M and L format the shops will employ veterinarians. "This is a unique selling point compared to other players in the market," Merike Kaesvel states. The store chain is also aware of its social responsibilities and seeks to cooperate with local animal shelters, to which a percentage of the sales revenue will be donated. It will also work with these on a marketing level to find new homes for pets more quickly. The expansion of areas for exercising dogs and allowing pets to run free is also being promoted in collaboration with regional authorities.

PetCity was developed by the Magnum Group and Up Invest. The Magnum Group owns the Aphoteka pharmaceutical retail chain in the Baltic states with 160 outlets of its own and 90 franchised pharmacies. Up Invest owns 50 per cent of the Apollo bookstores in the Baltic states. Up Invest now also owns PetCity and intends to…