Investing for global

The Company of Animals is buil­ding a strong worldwide presence as it capitalises on the growing interest in humane dog training products by consumers across the globe. International sales have grown by 35 per cent over last two years and the company is now selling its products in over 50 countries worldwide, reflecting the fact that people are moving away from negative training tools like shock collars and are looking to build positive relationships with their dogs. Strengthening the bond between owners and their pets is the core philosophy of The Company of Animals. This is strongly reflected in its comprehensive range of dog accessories and training products for both the everyday dog owner and the professional trainer.

Evidence of changing consumer preferences is confirmed by Idris Sheik, European sales manager: "We are actively building on increasing consumer interest in modern dog training approaches in markets such as Eastern Europe, Russia and the Middle East". Commercial director Mark Turrell also sees immense potential across the company's brands. In his eyes, the company continues to see strong growth in all markets, including the home market in the UK. Bringing extensive retail experience to the role, Mark acknowledges that like many sectors, the pet industry is embracing a new retail environment with e-tailers starting to become more influential and the trend for new style retailers such as national chains and premium independents becoming more evident in all markets. He says: "The Company of Animals continues to strengthen its relationships with key retailers and distribution partners around the globe. Continuity of supply is essential as we grow and the company continues to invest in supply chain structures and technology systems to ensure customer service experience supports the changing pace of pet retail."

Another aspect of The Company of Animals' growth strategy is brand acquisition. The purchase of the Pet Head brand in May is evidence of this and has already had a big impact on The Company of Animals' USA team, which is now managing USA distribution of the brand.

The newly expanded USA sales force is now supported by a focused customer services team based at the new US headquarters in Davenport, Florida. Introduction of the new Halti Walking range at Global Expo and Superzoo shows this…