Fashionable Function

Mel Abernathy, vice president of sales for Primetime Petz, discusses the company’s commitment to making solution-oriented products that reflect the latest home décor trends.



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Tell us about Primetime Petz. How/when was the company founded? What inspired its creation? What types of products does it offer?

Brian and Victoria Bouldin founded the company in June 2008 to address a void they saw in décor-friendly pet containment products, including pet gates and crates. Primetime Petz extended its décor-friendly mantra to include the Hauspanther Collection, an award-winning range of solution-based cat furniture, toys and accessories.

 

How does Primetime Petz’ approach to designing pet products set it apart in the marketplace?

We’re always looking for merchandise gaps or white space opportunities at retail—what’s not currently being done, what can be done better from a function or design perspective, or both. Our approach to the innovation phase of development is unbridled, no guardrails and fully collaborative. Identifying current and upcoming home furnishing trends weighs heavily, but we never take our eyes off the ball with regards to the needs of the pet and pet parents.

 

What are some of your most popular and newest products? What are some of the key features of these products?

Our NestEgg Cat Lounge + Side Table and TriPod Cat Lounge Pod from the Hauspanther Collection are among our more popular and unique products. Both utilize an acrylic half-sphere pod to simulate a sink basin to satisfy the urge cats have for hanging out in sinks. Cats LOVE sinks! Both pieces also make for a great place to store toys or place cat grass, and the NestEgg doubles as a side table.

 

Aside from offering a variety of high-quality products, how does Primetime Petz help retailers drive sales? What types of sales and marketing support does the company provide?

As a company, we’re always open to ways we can partner with retailers to create a meaningful, informative in-store experience, and we’re actively exploring ways to help retailers address dotcom pressures. One project we’re excited about involves simulating a dotcom experience at the point-of-sale through use of in-store videos and multimedia content.

 

What does the future hold for Primetime Petz? Do you have any products currently in the pipeline?

We try always to have products in the pipeline, and we currently have several items in various phases of development. One range we are very excited about is our new Hauspanther Toy Collection—high-quality trend-forward toys that satisfy the various feline play behaviors. One design objective was that they look beautiful while simply lying on the floor (think mini art installations), answering the question we begged to ask ourselves, “Who says cat toys can’t be beautiful?” PB

 

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