An Edge on the Competition
PetEdge Dealer Services provides independent pet specialty retailers with a decided advantage against their competitors by offering price breaks, exclusive brands and best-in-class service.
When PetEdge began using direct marketing to sell to pet care professionals such as groomers, kennels and veterinary offices in the early 1980s, it started down an evolutionary path that would turn it into a leading pet product distributor and manufacturer. At first primarily focused on the grooming and kennel industries, PetEdge dealt mostly in products such as clippers, shampoos and grooming tools. However, as the years passed, the company greatly expanded its wholesale assortment to span just about every pet product category other than food.
In addition to growing its distribution business, PetEdge has developed a stable of proprietary brands, a move that president and CEO?Andy Katz says has made the company quite popular with pet stores. One of the biggest incentives that PetEdge brands hold for pet specialty retailers is that they are not available to the likes of Petco, PetSmart and Walmart. “So the independents can buy a product and resell it without worrying about what price their big-box competitors are selling it for,” says Katz.
Among the most popular PetEdge brands are UGroom grooming products, the Zack & Zoe line of apparel, collars and leads, and Zanies and Grriggles toys. The company’s newest brand has come through a licensing partnership with Gold’s Gym and includes products such as muscle shirts and toys in the shape of barbells. As an added convenience for pet specialty retailers, PetEdge also offers a variety of other pet product brands, like Greenies, Kong and Nylabone.
Regardless of the brand, PetEdge offers pet stores a highly efficient supply source for the market’s most popular products–thanks, in large part, to the company’s east and west coast distribution centers. “In times like these, when cash can be tight for retailers, one of the advantages that we offer is a quick turnaround on retailers’ orders,” explains Katz. “This allows retailers to run their inventory tighter and get faster turns.”
Adding Dealer Services
By 2002, PetEdge had grown so popular with pet specialty retailers that the company created the PetEdge Dealer Services division to focus on this valuable segment of its customer base. For those retailers that qualify, PetEdge Dealer Services offers discounted pricing and access to brands that are exclusive to this division.
In addition, PetEdge Dealer Services customers are assigned a dedicated account executive who works closely with retailers to grow their business, providing services such as creating custom merchandising sets.
Retailer customers will also find a lot of value in the PetEdge Dealer Services catalog, which presents the company’s product offerings in a manner that makes it easy for storeowners to make purchasing decisions. In addition, the company has made a significant investment in its online presence to make it easier than ever for customers to research products and place orders. “For example, customers can create and save different product lists–for example, a dog section list or a cat section list–and use them to place recurrent orders,” says Katz.