Edging ahead on quality

In recent years Das Futterhaus has succeeded in establishing itself as number two in the German pet supplies business after the Fressnapf Group. The company, which is based in Elmshorn in northern Germany, had 306 stores at the end of last year. This figure is significantly below the 900 German outlets operated by Fressnapf, but Das Futterhaus aims to close the gap in the next few years and has set itself ambitious expansion targets. The chain intends to open more than 30 new stores this year alone. 
Fressnapf, too, has big plans: by 2021 the number of stores in Germany is expected to increase by over 80. Last year, however, Europe's leading pet store chain rather underachieved with just seven new openings in its home country, a comparatively modest total for the hungry Fressnapf Group.
Das Futterhaus and Fressnapf are currently worlds apart in a sales comparison also. Last year, when it marked 30 years in existence, Das Futterhaus increased its sales by an impressive 9.5 per cent to over 344 mio euros. Fressnapf grew by 5.9 per cent in Germany last year, but has a volume of sales in its domestic market of 1.251 bn euros.
With its new shop concept Das Futterhaus is signalling its intention of widening the quality gap even more between itself and its competitors. The Elmshorn retail group has spent a lot of time developing the new shop concept and has devoted plenty of effort to it. It has amassed a host of ideas from inside and outside the company in the last eighteen months to achieve a major advance that will inspire employees, franchise partners and customers alike. Compared with the standard stores the investment in the concept store was somewhat higher, according to Klaus Meyer-Kortenbach, one of the three directors of the pet store chain, but the added value is also much higher. "Without the prospect of economic viability we would certainly not have created this store," he confirms.

The modern shop design in the 750 m2 Das Futterhaus store is characterised by muted colours and the use of natural materials. A sophisticated lighting concept enhances the presentation of the product groups, creating a friendly, pleasant shopping ambience. Customer routing has been a particular priority of the retailer, with aisles arranged in an open, transparent layout to provide clear orientation. At the heart of the store is a marketplace, where fresh, organic and loose products are offered for sale. The services available are highlighted clearly…