Phoenix from the Netherlands

The Netherlands aren’t exactly renowned for their wide territorial expanse. The country in northern Europe covers an area of just 41 548 km² and has 400 inhabitants per km². It isn’t an easy situation for pet supplies retailers, competing in a small area with countless competitors for a piece of the coveted sales pie. Dutch pet store chain Dierenvreugd is a participant in this contest. Up to 2008, the company benefited from the growing trend towards concentration in the pet supplies business, in which the larger chains such as Pet’s Place, Pets & Co, Jumper, Happy Huisdier, Faunaland and Dierenvreugd too are expanding in the country. Dierenvreugd, which was established in 1974 and is based in Hardinxveld-Giessendam, started out with two stores. By 2008 it had 21 stores in the Netherlands and was thus one of the larger chains there, but then it experienced a rough patch. Now only nine of the 21 stores remain. However, Dierenvreugd is not resigned to this setback. On the contrary, Marco Gelderblom, DVN Retail bv at Dierenvreugd, says pugnaciously “We went through a tough time in recent years, but now we are back on track and our goal is to grow the business back to at least these 21 stores again.”

Concentrating on the basics
How is the upturn back to its former glories going to be achieved for the company, which currently employs 16 staff in its headquarters and stores? “We are a no-nonsense organisation, but we are local experts to serve the daily needs of our customers. We chose to be present in local shopping centres and we sell basic necessities for your dog, cat, rodent or bird,” says Gelderblom, outlining the company’s philosophy. “That means dry and wet food from basic medium and premium brands, a wide variety of snacks and toys and live animals. In other words, we sell all daily needs for your pet with a complimentary smile and sound advice.” As already mentioned, the company is relying in its comeback strategy above all on the local factor. “Dierenvreugd is well known in the local environment for its personal approach and good advice. That is something that we aim to consolidate further.” It also intends to keep focusing on knowledge, service and personal touch. “In the meantime Dierenvreugd will keep on searching for new locations and other opportunities,” declares Gelderblom.
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