Newcomer with big plans

Pet Center is part of Gimborn Holding and present in six countries. CEO Marcel Flaugnatti, who is leading the expansion of the Romanian offshoot of the Czechia-based chain, expects to be able to open up to 25 outlets in Romania by the end of 2011 and 40 outlets by the end of 2012. He established his company in July 2009, and the first stores were opened on 6 January 2010. The pace of expansion last summer impressed experts in the sector at home and abroad. By the end of September, ten stores had been opened, together covering a retail area of just under 1 500 m²: seven in Bucharest, two in Ploiesti and one in Pitesti. The biggest shop, covering 250 m², was opened in the eastern part of Bucharest city centre in Stefan Cel Mare Street. Marcel Flaugnatti also announced the advent of two to three further stores by the end of the year. The stores employ six staff on average and each has a shop manager. All the stores are networked with the head office, which coordinates orders. The company buys goods in from established wholesalers and importers in the country and also from suppliers abroad. Although two of the local wholesalers have also their own pet stores in the country, Marcel Flaugnatti nevertheless sets great store by harmonious co-existence with these. A recently opened warehouse in the city is used for his own imports. Concept typical of the country The international Pet Center Group has accumulated experience from over 200 outlets in six countries: Czech Republic, Slovakia, Romania, Latvia, Lithonia and Estonia. Marcel Flaugnatti combined this with his own observation of the Romanian pet supplies trade, and developed his pet chain on this basis. “At the moment I believe 100 to 150 m² is a reasonable size for our shops,” he told PET worldwide. Depending on purchasing power and the competition, as well as what landlords have to offer, however, the retail areas actually utilised could be much bigger in some cases. In Marcel Flaugnatti’s eyes, although many, even bigger cities in the country have retail parks or shopping malls present, they are not working for retailers according to expectations. “Even if developers and landlords try to offer lower rents to Pet Center, it would not help for some locations due to low traffic and lower purchasing power there, for we are very selective and focus on locations with clear potential,” stresses Marcel Flaugnatti. Focus on pets The animals are the central element of the entire concept. The aim at Pet Center is to…