50 years and a new look

Founded in 1974 by the Dane Bonnik Hansen, the company over the years developed into the European market leader for pet accessories. TRIXIE products now hang, stand and lie on all continents. This year, the North German company is celebrating its 50th anniversary and is making a real splash at Interzoo and afterwards.  

After Germany’s reunification in the 1990s, the industry experienced incredible expansion, which Trixie was able to successfully accompany. Today, almost 600 employees from 27 countries in the office and in the field sell over 6 000 products for dogs, cats, small animals, birds and reptiles to wholesalers and retailers all over the world. With the move to Tarp in 2002 and the continuous expansion of warehouse and office capacities, the warehouse area now covers approx. 52 000 m² for 90 000 pallet spaces plus 48 000 boxes in shuttle systems.

Exports play an important role in the development of turnover. Whereas in 2004 the company supplied around 50 countries, which accounted for 30 per cent of total turnover, today it supplies more than 100 countries with a total turnover  share of 60 per cent.

Various factors have led to this success, such as good margins for the specialized trade, fast deliveries, an attractive price-performance ratio, reliability and mutual respect. The product range has been changed and reorganized. Whereas in the past, Trixie primarily supplied and re-supplied merchandise, today a team of experts and ­designers is on hand to customize the range with a focus on animal welfare and sustainability.

There is also movement in the direction and strategy of Trixie. Initiated by market research and a brand process, a new guiding principle was created: Friends for life. With its extensive range, Trixie accompanies pets and their owners through all stages of life, from birth to old age. The relationship with employees, customers and suppliers is also characterized by friendship.  

The result is a concept full of personality that is approachable, friendly and cheerful, but also conveys modernity and clarity. Visually represented in the new logo and packaging design, the “eternal blue ones“ now come to the shops with a fresh world of colour relating to individual categories.

Trixie is presenting the concept for the first time at Interzoo. The first packaging in the new design will be delivered from May/June.  

www.trixie.de

Hall 6, stand 108