A passion for pets

Selex is the third-largest retail distribution group in Italy, made up of 14 member companies. The retail network encompasses a wide array of different formats, ranging from hypermarkets to discount stores. It currently operates around 2 500 outlets. With its pet chain Animali che passione the Italian retail giant aims to become a major player in the country's pet supplies sector. The format is the result of market studies and analyses and medium- to long-term plans, but also derives from the extensive experience of some Selex members who are already operating successfully in the pet product sector.
The retail concept is oriented entirely to the pet and its requirements, with a particular focus on dogs and cats. Pet food and accessory products are offered as well as niche products, which are regarded at Selex as an answer to a wide range of needs. The range of merchandise is expected to include around 8 000 to 10 000 products.
The operators are also focusing on services, although not all of these have been developed yet. To date they comprise primarily internal training and events at the point of sale, which are conducted by suitably trained staff.

The first store, with a retail area exceeding 500 m², was opened in September. It is situated in the La Corte Lombarda shopping centre in Bellinzago. Other branches are expected to follow and are already in the pipeline for 2019, according to a press release from the Selex Group.

Simultaneously with its opening in the province of Milan, Animali che passione picked up two retail groups already in operation: Joe Zampetti currently runs four outlets and aims to expand to ten stores in all in 2019. The second group to join the alliance is Elite Pet, which aims to reach five stores by the end of the year.Selex has announced that more members are to be added in the next few months, and the Animali che passione brand is thus expected to become a reference brand in the national pet supplies sector.