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.”
First Look: Reebok flagship, Boston
Reebok has opened its largest store yet, a 7,600-sq.-ft. flagship on the ground level of its new headquarters in the Seaport District of South Boston.
The new outpost, located in the 100-year old Design and Innovation Building, boasts an in-house customization shop that allows customers to create custom and personalized products on site. It is the only Reebok store in the world where customers can get a customized version of the brand’s iconic Classic Leather sneakers, with the shoes handmade by an on-site cobbler. Shoppers can also design personalized graphic apparel and accessories, produced in just minutes.
Product testing is an integral feature of the new Reebok. Shoppers can test footwear prior to purchase in the store, in the surrounding neighborhood or at Reebok’s state-of-the-art fitness facility, which is located in the same building. Other store features include enhanced digital displays, online ordering, and mobile point-of-sale and payment methods.
“We are incorporating best-in-class retail technology and customer service at this flagship store,” said Paul Froio, VP of US retail, Reebok, a subsidiary of Adidas Group. “We want it to be much more than a store. It’s a full brand experience. We want to encourage discovery, and we’re honoring our heritage of in-house shoe making with unprecedented on-site customization.”
The flagship will also be “the” location for exclusive, extremely limited editions of key styles, Froio added, “so we know this store will be a real destination for sneakerheads.” It will also sell exclusive Boston-specific products.
For the look and feel of the store, the Reebok design team took inspiration from fitness studios and gyms, as well as a maker’s workshop. The design mixes tech flourishes with industrial elements that maintain the feel of the 100-year building.
“With warm textures of worn wood, a palette of white and greys and technical materials intermixed, the space evokes a feeling that is inviting to both genders,” said Peter Quagge, Reebok’s Director of Retail Design.
The design of the Reebok Boston store is an update of the brand’s FitHub retail concept. A key focus for the updated design was to seamlessly integrate the brand’s Classics range within its extensive fitness offering.
CSA announces new addition to events team
Chain Store Age has named Melissa Murphy to the newly created position of event attendance manager. Murphy is charged with spearheading attendance-building efforts for CSA’s two main events: SPECS and X/SPECS.
The staffing addition comes as CSA experiences record growth in its events arenas, and Murphy’s hiring is designed to cement and further grow retail attendance at both events. As part of her role, Murphy will leverage her background in events, as well as her outgoing personality and industry knowledge, to build relationships among retail executives in the areas of store design, construction and facilities management, and to facilitate their attendance at CSA events.
“We are excited to add Melissa Murphy to our team,” said Katherine Boccaccio, executive director of events. “She hit the ground running at our annual X/SPECS event in Orlando just last week, and has already proven to be invaluable to us. We look forward to experiencing the positive impact she will have on both SPECS and X/SPECS.”
Murphy is an events specialist who has organized and orchestrated events around New York and New Jersey. She will work out of CSA’s New York office on W. 30th Street. For retailers who are interested in learning more about CSA events or to register for SPECS/2018 in Dallas, March 18-20, Melissa can be reached by email at [email protected], or by phone 212-756-5059.