The competition in Europe is growing

Big speciality retail chains like Fressnapf, Pets at home, Pet’s Place or Tom & Co. are increasingly dictating the terms in the pet product trade. With their large product range, attractive promotional campaigns and extensive service provision they are even managing to undermine the dominance of the supermarkets in some countries. But they’re also facing growing competition from DIY store and garden centre groups, which are extending their activities in the pet segment all over Europe. In many cases the range of products these groups stock is limited to a few metres of shelving containing pet food. However, examples like Obi, Hornbach, Dehner, Jardiland and Botanic show that even operators of DIY stores and garden centres can enjoy success with pet products if their move into this sphere is backed by a logical concept. Many pet supply companies have so far concentrated only on their own domestic market, and no wonder: international expansion costs money, requires competent staff and presupposes the existence of a logistics concept. Many firms have nevertheless succeeded in establishing themselves just over the border. One exception is the Fressnapf Group, which is determinedly pursuing its European expansion strategy and celebrated the opening of its 750th store in Europe in April. The German speciality chain already operates in eleven countries and has announced its intention of entering one or two new markets each year. In Germany, Luxembourg, Austria and Hungary, the company says it has even succeeded in assuming the market leadership in the speciality trade. Das Futterhaus, the German franchise organisation, also operates outlets abroad. The company runs over 150 pet stores spread across Germany, Austria, Italy and France. And another outfit that has made an impact in the last few months is the Dutch chain Pet’s Place, which is expanding vigorously in Spain, especially around Barcelona. Other pet supply companies such as Pets at home in the UK, Tom & Co. in Belgium and Qualipet in Switzerland, which lead the market in their respective home countries, have so far refrained from expanding into other countries. The DIY stores and garden centres take a different attitude regarding steady expansion into Eastern Europe, with Obi, Praktiker, Hornbach and Baumax among the pioneers of this policy. Even if the pet departments in these locations are often not much more than a few metres of shelf space, they are not to be underrated in countries like the…