A true independent

Fabrice Braun, founder, proprietor and managing director of Cyno-Pro, has an intimate knowledge of the French pet supplies market. After working in the field sales service of Royal Canin for many years, he struck out on his own in 2003, establishing a wholesale business in Wasselonne directly opposite the new building that opened in September. As an exclusive partner of German pet food manufacturer Bewital Petfood, Fabrice Braun has played a key role in the growth of the Belcando and Leonardo brands in France; except for the Bretagne and Normandy regions, he is now responsible for the distribution of Bewital products throughout France.
In 2005, the wholesale business at the company's headquarters was complemented by a 200 m2 retail outlet. Over the following years the retail area was doubled. Another 700 m2 store was opened in St-Dié des Vosges in 2010. Fabrice Braun also has a stake in other Cyno-Pro stores in Andelnans near Belfort, Thionville and Lexis.
The success of the Bewital brands in France and inclusion of the accessory brands 4 pets and Gappay in the wholesale assortment meant that warehouse space at the company's base was diminishing year on year. To prepare for the future, Cyno-Pro therefore opted to build new premises as well as separating the wholesale and retail businesses physically from one another. This measure has enabled the company to increase its warehouse area from 1 100 to 1 500 m2.

The new two-storey building comprises a 900 m2 store, a grooming salon with self-service dog washing facility and a small storage area. Plans are also in hand for a veterinary practice to complete the range of services offered for dogs and cats. A staircase leads from the store up to a gallery accommodating offices, equipment rooms and communal areas. Cyno-Pro employs 20 people, mostly in the wholesale business, which supplies business customers in the region using its own fleet of vehicles. Fabrice Braun's wife Nelly is also employed at the company. At the rear of the building is an outdoor area encompassing a professionally designed dog agility course and a field suitable for agility training. Cyno-Pro has invested around 2 mio euros in the building.

"If it is to be successful in the market, an independent retail business must be able to differentiate itself significantly from the chains and online players," says Fabrice Braun. For him this means not including any of the common brands found in the supermarkets…