PetSmart debuts new store format
The country’s largest pet supplies retailer is hoping to get a bigger share of the $5.4 billion pet care services market — the fastest growing segment in the pet category.
PetSmart unveiled a new store concept‚ The Groomery, focused exclusively on pet grooming services, with the first locations opening in Manhattan and Oak Park, Ill. Additional locations will open in Scottsdale, Ariz., with two more expected to be announced soon.
The new format features a salon-style modern design in a boutique-sized space of about 1,800 sq. ft. to 2,500 sq. ft., which is much smaller than a traditional PetSmart. It offers such classic pet grooming services as baths, brushes, haircuts, nail trims and grinds, teeth brushings, paw maintenance, flea & tick treatments and de-shedding.
In addition, it also offers pampering “Spaw” treatments featuring coconut and other scents, pet-specific deep moisture shampoos and conditioners from popular human brand. There is also a self-service dog wash, allowing pet owners to bond and bathe with their own pups.
The lobby area of The Groomery stores sell high-end health and beauty pet essentials such as shampoos, brushes, collars, leashes and treats, including an expanded collection of at-home pet grooming supplies.
“When taking your pet to be groomed, proximity to the home is a key factor for convenience and to help reduce a pet’s anxiety,” said Joanna Zucker, VP of services, PetSmart. “We know that a significant portion of our grooming business comes from people living within close proximity to a PetSmart store. So, we created The Groomery store design to help us get closer to where pet parents and their pets are living, especially in urban markets.”
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