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Pampered Pups

Petco opens the first bricks-and-mortar outlet of its luxe Reddy brand for dogs.

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MILLENNIALS ARE SAID to be rewriting the rules for relationships of all kinds – including those they have with their canine companions.

Recognizing that phenomenon, in 2018 Petco Health and Wellness Co. Inc. (San Diego) launched Reddy, an upscale line of dog apparel, collars, leashes, harnesses, beds, bowls, feeders and travel accessories. Previously available in Petco stores and online, Reddy has opened its first physical store, in New York’s SoHo.

Petco’s New SoHo Shop Is Not Your Average Pet Store

“Reddy’s growth and popularity among active and trend-forward pet parents has been steady since launch,” says Nick Konat, Chief Merchandising Officer of Petco, which operates about 1500 stores under its flagship brand in the U.S., Mexico and Puerto Rico. “And it’s only accelerated over the last 18-plus months as millions of pet parents are exploring outdoor activities and taking their pets with them wherever they go. This first-of-its-kind boutique will continue fueling that exploration by giving New York City pet parents a hub to bond, recharge and find the latest must-have gear to style their best lives together.”

Petco’s latest Reddy concept in New York’s SoHo features apparel and other treats for dogs like collars, clothes and travel accessories.

Hired to help create that environment in a tight timeframe (five months) in a storefront space at the corner of Prince and Wooster streets was Little Diversified Architectural Consulting (Charlotte, N.C.).

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Several in-store touchpoints like a lounge area and fitting station, and even a “treatery” offering whipped cream cups, can be found throughout the space.

“Our design intent was to create a space that paid homage to the craft, quality and detailing of the Reddy products, while also providing a warm and inviting experience laden with dog-focused services,” says Daniel Montaño, Partner and Design Principal at Little. “For example, Reddy goods are known for their cross-stitch leather details, the same detail you can find at the store’s p-o-s desk; and their signature fabric pattern is camouflage, which was translated to key focal walls for social media photo opps.”

The brands signature camouflage pattern can be seen on key focal walls.

To introduce and educate visitors about the brand, just inside the front entrance of the rectangular space is a curved wall painted floor to ceiling in Reddy’s signature red, with its mission statement in white text. Other touchpoints within the 1774-square-foot space are a lounge area; a fitting station where canines can try out apparel and gear; a “treatery” offering whipped cream cups for pups; and a large stainless-steel display case housing the JustFoodForDogs products. Rough-hewn wood floors and exposed brick walls add to an overall urban, industrial vibe.

Is the SoHo store a prototype, or a one-off? For now, at least, Petco officials won’t say. Meanwhile, tails are wagging.

PHOTO GALLERY (28 IMAGES)
📷:  Petco, San Diego

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Former managing editor of VMSD. Writing for VMSD since 2001-2010; 2018.

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