More interactive than ever

It is not without reason that the speciality retailer calls its new store, the 16th to open in Germany, an innovation store. "We aim to hone our position further as one of the leading pet speciality stores in the premium sector with this clean, unusual store image," explains Kölle Zoo managing director Ramin Danaei. The company's latest outlet is also the first Kölle Zoo to offer free WLAN.

The purist, purposefully styled and modern corporate design created by the international agency Dan Pearlman for the 1 500 m2 store  on the lower floor of Esslingen's Neckar Center shopping mall ("The city before the city") influences all aspects of the retail area, from the spatial concept to the clothing of the 20 employees and even the ballpoint pens. On the end faces of the shelving, which are given over to special product groups, on special presentation areas, on signage and also the pet facilities, Kölle Zoo consciously opts time and again for light-coloured wood as its material of choice. This creates a friendly impression and ties in with the retailer's claim of greater sustainability in the store.
The idea of a bricks and mortar store as a place where customers are surprised, where they can discover new things and as a fun place to linger has been implemented in all departments in an exemplary and highly diversified manner. A more creative approach has even been taken to the narrow definitions of the product groups. The cold water fish section is the place where "pet dreams of any size" can be fulfilled, while visitors to the ornamental fish section can delight in a large assortment of "friends with fins".
The ornamental fish section created by Eheim is also a new visual experience: liveried all in black, the lighting and filter systems are both state of the art and water conditioning takes place automatically. To present visual highlights for fish enthusiasts among the customers, the show tanks presented in the department feature a wide variety of designs by different aquascapers. A 6 000 l aquatics lounge is also to be added shortly.

To differentiate itself in quality terms from rival retailers, Kölle Zoo is always seeking new brands that are not available even from major online suppliers. The naturally produced pet food brands…