Pet Retailers Barking Up "Specialty Product" Tree (4/5)

Pet Retailers Barking Up "Specialty Product" Tree

Dog and cat owners can be very enthusiastic about purchasing gifts for their four-legged companions -- many even take their pets shopping with them to get a better idea of what their furry friends might enjoy. In fact, according to a recent poll by PETsMART, pet owners say they plan to spend an average of $54 on seasonal gifts for their pets in 2000. Savvy retailers recognize the potential of this growing trend in specialty products and are offering new and unique wares for animal lovers and their pets.

For example, Pet Friendly, Inc. is fast becoming the leading supplier of decorative stainless-steel pet-food dishes in the North American market. And Sun Dog Pet Products is cashing in on the trend of pet lovers taking their animals on vacation, expecting $1.7 million in sales by 2000 with the debut of Doggie Docks, a product designed to help decrease the estimated 4,000 annual pet drownings by allowing animals safe and easy access in and out of the water from boat docks and swimming pools.

Theresa Marler, president of Sun Dog, says America is in an era of pet appreciation, spurring the need for a plethora of new specialty pet products. Indeed, more owners are integrating their pets into everyday activities. Last month, for example, saw the first "Bring Your Dog to Work Day." "The increase in places pets are welcome will continue to create consumer demand for products that make pet care and ownership more convenient and comfortable." Marler expects a steady incline in the revenues of this segment of the pet industry.

For the pet that has it all, creative entrepreneurs are also finding unique ways to tap into this niche market. Lisa Rogak operates Litterature, a greeting card company for cats and dogs. "People are feeling like they have permission to gush over their pets as if they were their own children," says Rogak. "Today, people pamper themselves, so they naturally extend that to their own pets."

The PETsMART poll also reveals gift-buying attitudes among pet owners. The survey finds while most pet owners are traditional and tend to buy the same thing every time because they know what their pet likes, almost 40 percent are innovative and purchase the newest and latest gifts for their pets, further opening opportunities in the specialty-product arena. In addition, innovative pet owners tend to spend more money on gifts for their pets (an average of $72, compared with a national average of $54).

For the innovative cat owner, a California inventor is answering the call with his latest creation -- the world's most luxurious kitty litter box. Mark Ostrom, the entrepreneur who invented Lite-Up Litter, uses technology to help cat owners pamper their pets with a pet-activated fan that features a scented filter to help reduce odor.

Ragak says one catalyst behind the growth of this niche industry is the natural tendency for entrepreneurs to look to their hobbies when starting a business. She suggests, "The number of people out there creating catnip stockings and doggie booties are just taking the advice of business experts who advise them to do what they love."