Lone wolves in the German market

For a number of years, the trend among independent pet supplies businesses was only going in one direction: downwards. That period is over, however. Although there are still businesses that close because they don't believe they can survive without being affiliated to a strong franchise system, new stores are opening all the time and succeed in becoming established in the marketplace.
What is the reason behind this? Generational change plays a part and has substantially transformed even pet supplies retailing. Anyone who decides in the digital age to run an independent pet store isn't doing this purely to turn a hobby into a career. The people setting up independent pet stores are generally well educated retailers, who are as familiar with the Internet and social media as they are with dog keeping and cat litter. They are also pet product dealers who have recognised that they need to set themselves apart in terms of quality from the leading chains with regard to product assortment, design and competent advice if they want to achieve success.

A prime example of this is Sonnenberg.Berlin. This pet shop, which calls itself a "dog and cat department store", is located in the German capital and presents healthy, sustainable pet food and high-quality accessories in elegant surroundings not far from the grand Kurfürstendamm. The Sonnenberg story began five years ago when Sascha Sonnenberg, a passionate dog lover and consultant in the automotive industry for many years, decided to embark on a new career and established a store selling only products that were actually good for dogs and cats rather than mass-produced items. The co-owner of the company is Arne Cornelius Wasmuth, who has become well-known in Germany and abroad with his concepts for revitalising existing historical properties and was responsible for the attractive design of the store.
It is not intended that the "dog and cat department store" should be seen as an exclusive boutique, but as the name suggests, it aims to appeal to all dog and cat owners that attach particular importance to healthy nutrition of their pets. The store's suppliers are mainly small manufacturing businesses creating products from purely natural materials that are processed gently and carefully. Customers of the store are as varied and colourful as the assortment on show on the 140 m2 retail area: local dog and cat owners buying treats for their beloved companions are as much a part of the scene as fashion…