Placek shakes up the Russian market

Company proprietor Dušan Placek has realised a long-held ambition with the store opening. Russia is the market with the most pets in Europe; at the same time, the eastern European country, spanning the largest area on earth, is one of the world's fastest-growing pet supplies markets. 
As the location of his first Russian pet store Placek chose the 16-year-old Kapitoly Leningradskiy Shopping Centre, which in spite of its age has lost nothing of its attraction and has a high footfall. It also benefits from its situation directly on the orbital motorway leading into Moscow city centre. The mall underwent a general refurbishment in 2012, and its operator puts the annual visitor traffic at six million.

The decision by Placek to establish this store is a bold one. None of the countless Russian pet store chains have dared to open such a huge store in the Russian capital up to now. On a retail area of 1 500 m2 the Placek Group's new Dino Zoo outlet offers a range of 15 000 products covering all pet categories and setting new standards for the Russian pet supplies market in terms of variety and depth of range. 
As well as familiar branded products, primarily by Trixie, Beaphar, Tetra, Vafo Praha, Hagen and Interquell, and a high number of exclusive private labels, the shelves also feature some key regional brands of domestic manufacturers. Although Dino Zoo presents an unusually wide range of pet food products extending from budget to super-premium, along with natural pet food products, in contrast to its competitors it also accords a high priority to accessory and care products in the new store. Placˇek aims to be a pioneer, opening up new spheres in the Russian pet supplies market that have not hitherto been developed to such a great degree.

The generously proportioned pet display facilities housing a large selection of ornamental fish, reptiles, small animals and cage birds are likely to prove a magnet for customers. Another special feature is a pet pharmacy selling veterinary products for dogs and cats. A grooming salon has also been incorporated into the retail area. 

With his first Moscow pet store Placek is keen above all to appeal to the customers' emotions and to awaken their enthusiasm for pet…