New player in Austria

The first store in Vienna at Hernalser Hauptstraße 117 was opened with a great fanfare. It had been advertised extensively on Facebook and the company's website in advance, and Tierkönig had also exhibited at two consumer fairs four months prior to that. Two more outlets opened in July, also in Vienna, at Marchfeldstraße 25 and Margaretenstraße 88-90. All three stores have a retail area covering 550 to 600 m².
When asked about the already high level of saturation in the Austrian pet supplies market, company founder Philipp Mertl replied: "The potential in the Austrian pet market is huge. Continuing advances and increasing knowledge regarding pet ownership and pet feeding mean that there is a growing need for information and advice. At Tierkönig we aim to support pet lovers in finding the best product tailored to the individual needs of the pet." The personal shopping and service experience also continues to be important for pet owners and their requirements. This is another area in which the entrepreneur sees potential for his new retail venture.

60 per cent of the retail area in each Tierkönig branch is devoted to food, treats and snack products, while accessories account for 40 per cent. The range, comprising over 6 500 articles for dogs, cats, birds and small animals, also includes food supplements, barf products, special foods and food for pets with allergies, (smart) toys and hygiene and care products. Philipp Mertl says that the company obtains its products exclusively from trusted partners and likes to work closely with vets, breeders and other animal experts. Its suppliers include regional Austrian brands that are marketed by Tierkönig exclusively in Austria.

Following the launch of the three stores in Vienna, two further stores are expected to open in the surrounding area. Plans are in hand to expand the chain to as many as 40 branches in the next few years.