An Eye for Design
Katherine Elizabeth, president and CEO of Katherine Elizabeth Pet Products, discusses how her company focuses on both form and function in designing pet beds.
Pet Business: How is the market for pet furniture? What is driving its performance?
Katherine Elizabeth: The market is strong and growing. In the last in 40 years, households with pets have tripled in the U.S. With more than 164 million pet owners in 2013, we feel the pet accessories space has a great deal of growth yet to come. Performance is driven by our desire to pamper and care for our animal loved ones like never before. Pet owners take their animals to the vet more often than ever, spending an average of $231 per year on office visits. That same trend carries over into a higher level of overall care and comfort as it relates to pet accessories.
This demand, coupled with the growing love and commitment we give our dogs and cats, drives the need for new and innovative pet products. Animals are treated as family, and their health is a major priority for all pet lovers. Our Dreamease Pet bed focuses on the pet’s highest level of health and well-being. Their ultimate comfort is number one, and the owners appreciate the style.
PB: How important are home-décor trends in the pet furniture category?
Elizabeth: We are here to tell you that design trends are very important. In following the trend of spoiling and pampering our pets more than ever, more pet products appear in our homes today. Our goal is for all of our products to blend in with the living space. Home décor and interior design have had a big push in the last decade, with HGTV and others focusing on the look and feel of our homes.
With that in mind, and knowing design trends change constantly, it is imperative to stay ahead of them. If you are not changing and adapting internally to your clients faster than your clients are changing externally, your business will become irrelevant. These home-décor trends were a major influence in our Dreamease beds. We just couldn’t stop at health and comfort, veterinary researched and approved, and human-quality mattress support; we had to make sure they were attractive in the home.
With the furniture style ottoman frame we offer for our Dreamease bed, it truly becomes a furniture piece that fits into any room décor. The color pallet of the Dreamease Bed is broad, and we are always researching new designs and colors. This makes the Dreamease bed a health-conscious and stylish addition to any home.
PB: How should retailers merchandise and promote pet furniture in their stores to drive sales?
Elizabeth: Educating the customer is key, but retailers have to be able to interrupt and engage their customers and guests before they can educate them. Unique, interactive and relevant displays are important to draw in and engage the customer. Katherine Elizabeth Pet Products has the unique advantage and flexibility to be able work with each retailer individually to develop the proper arrangement for their space.
PB: What sets Katherine Elizabeth Designs products apart from its competitors?
Elizabeth: It’s simple—we are the only veterinarian-approved, human-quality patented pet bed in the industry. We combine the health and well-being of the pet with style and design trends. Our design team combines award-winning interior designers with highly regarded veterinarians to get the best of both worlds.
PB: What are the latest product introductions from Katherine Elizabeth Pet Products? What are some of their notable features?
Elizabeth: [Features of Katherine Elizabeth products include:] Durable, lighter ottoman frames that drastically reduce weight; vibrant color options for customization; new colors and a denim bed collection; monogramming and personalization; and complementary blanket accessories.
PB: What does the future hold for the pet furniture category and Katherine Elizabeth Designs?
Elizabeth: As the number of pet owners grows, the accessories industry grows, thus increasing the demand for a more robust variety of new and applicable products. Katherine Elizabeth Pet Products is committed to continually creating unique and health conscious products for our customers all over the world.