PET GAZETTE |
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What makes a truly great business? Over the next three months Pet Gazette will be showcasing retailers' outstanding stores. These innovative firms
have all been shortlisted for the UK Pet Retailer of the Year title for the PetQuip Awards 2017. The final winner’s name will be announced on 24
September during a ceremony in association with PATS Telford at 7.30pm in the International Centre’s Ludlow Suite. Seven award categories will be
in the spotlight. Book your ticket now to be the first to congratulate the winners of Business of the Year, Pet Product Innovation of the Year, Exporter
of the Year, Marketing Project of the Year, International Pet Retailer/Distributor of the Year and Lifetime Achievement.
COMPANY: PETLONDON
FOUNDER: MELODY LEWIS
LOCATION: LONDON, WIGMORE STREET
ESTABLISHED: 16 YEARS AGO
UNIQUE SELLING POINT: BRITISH PET BOUTIQUE
WITH AN IN HOUSE FITTER AND STYLIST
“Over the last sixteen years, PetLondon has developed
into an internationally renowned British pet boutique
with a strong reputation for quality, choice and style,
where our ethos has always been to celebrate the
beloved bond between owner and pet,” says Melody
Lewis, managing director.
The store sits behind Oxford Street and down the
road from BBC Broadcasting house. Unusually located
on the fourth floor of 16 Wigmore Street, PetLondon
actively encourages the general public to bring their
animals in for an extremely personalised shopping
experience. The upper level space was specifically
chosen to offer a secure, safe and relaxing environment.
“Our furry visitors love to road-test all the toys on offer, sample the
latest delicacies and update their seasonal wardrobes,” says Rebecca,
chief fitter and stylist. “From floor to ceiling is covered in merchandise,
giving an unmatchable depth of choice for our customers, with
thousands of products on offer.”
Adam, co-founder of PetLondon and professional animal handler,
gives complimentary puppy care advice for new customers and
provides existing owners with knowledge regarding the latest
developments of animal physiology and behaviour.
GLOBAL CUSTOMER BASE
PetLondon’s customer base is a diverse mix of international visitors
looking for British products to take home
Adam Grant with Kenzo
as souvenirs and presents, customers from
across the UK, or locals who frequently visit
to pick up their animals’ favourite treats.
The store receives referrals from passers-
by commenting on new coats, collars, leads
and harnesses they see on dogs around
London to direct recommendations from
nearby hotels and department stores
around London including The Langham, T he
Connaught, Selfridges and Harrods.
PetLondon’s customers tend to spend on
average an hour within shop, talking to the
staff and engaging with other customers.
“It is a relaxed and friendly space so
they feel really at home,” says Matthew
Dollery, head of marketing. “Customers view
PetLondon employees not as staff but as
animal lovers just like themselves.”
With over 2,000 apparel items in stock,
www.petgazette.biz
the selection includes 400+ harness styles displayed on the boutique
walls, in sizes from XS to XXL, each available in five different shapes, A
to E. As well as a huge range of items from its own brand, PetLondon
has the largest range of the Puppia, Pinkaholic and Louis Dog lines in
the whole of Europe.
PetLondon staff have a hands-on attitude, encouraging pets to
try-on and test anything and everything to gauge the correct sizing
for a comfortable, stylish and safe fit. The range of stock changes
from season to season, including range of clothing tied to particular
holidays and events (Easter, Christmas, etc.).
One of the boutique’s standout features is the full fitting service
that is provided for each dog or cat. Rebecca, chief animal stylist and
fitter, has extensive knowledge working in both the pet and fashion
industry and provides information on
fitting animals fit for style, safety
and comfort.
ENGAGING ONLINE
Matthew, head of marketing, regularly
snaps pictures of happy customers to share
with the company’s 7,000+ Instagram
followers (@PetLondon); both as an
indicator and barometer for customer
satisfaction but also to show followers
new product ranges and fashion tips. He
says: “The majority of photos are posted
within 24 hours and the reactions from our
customer base are ecstatic.”
PetLondon’s website (www.petlondon.
net) allows customers to visit the showroom
in London, return to their homes across the
globe, and subsequently order online.
July 2017