Anniversary sets a world record

Established in 2007 as a pet section in a family-run garden centre, Petmania is now reported to employ 120 staff across 12 branches in Ireland and is recognised as a leading expert nationwide in pet care. Most of the stores include a grooming studio, and Petmania is proud to have groomed over 20 000 dogs.
The company is part of the O'Keeffes Group, an influential organisation in Ireland that is active in the agribusiness segment as well as in speciality retail and real estate. In addition to the Petmania chain, the group also operates a furniture retailer, garden centres and is involved in the wine trade. 

Petmania has made a name for itself in the pet supplies business with attractive and original promotion campaigns. For example, the chain renamed September as CATember, dedicating the month to cats with an exciting programme of events and offers throughout its stores. The programme ranged from special cat nutrition events to "cuddle-a-kitten" adoption days and the chance for cat owners to win the Ultimate Cat Hamper worth over 350 €. In September Petmania also launched a new "puppy parent class" especially for those consumers who had recently acquired or were about to get a new puppy. The class, which meets on a Saturday once a month, covers essentials like house training, diet, exercise, grooming and healthcare as well as the legal responsibilities connected to owning a dog. The class is free, but with limited capacity.

Petmania attracted particular attention, however, with the world's biggest dog cake, which was produced this year and on which 450 dogs were able to feed. The previous Guinness world record was set in 2011 with a cake weighing in at 68.45 kg to mark the wedding of Prince William and Kate Middleton. Petmania beat the record with a cake that was 100 per cent edible by dogs, setting a new record of 91.8 kg. Petmania's birthday cake was presented as the centrepiece at a party for dogs at the company's flagship store in Kilkenny City. The cake was made from eggs, carrots, oats, honey, peanut butter and sunflower oil. The top was decorated with edible rice paper and every part of the cake apart from the ribbon and balloons was completely edible. At the event the cake was cut into 450 slices and given to the dogs that came along to the party.