Pet Business: In 2009, Coastal introduced its eco-friendly New Earth Soy collar line. Does this approach extend beyond the Earth Soy collar line? What is your approach to eco-friendly products?

Diane Thomas: In 2011, we added patterned soy cat collars. In 2012, we will be adding five new colors in the dog soy line.

We are also vastly expanding our latex toy offerings. Latex is a natural, environmentally friendly substance extracted from rubber trees without damaging them. This is becoming increasingly more important as customers have a heightened awareness about being green and value products made from sustainable resources.

We are a concerned, responsible manu-facturing company, and we are always looking for ways to reduce our impact on the environment. Coastal has been named a Certified First Energy Efficiency Customer for our extensive proactive efforts to reduce our energy consumption. When the Public Utilities Commission of Ohio (PUCO) challenged Ohio businesses to reduce kilowatt usage or face penalty fees, Coastal had already taken the initiative to reduce energy use by upgrading our equipment and lighting to fuel-efficient state-of-the-art options, and was one of 13 Ohio businesses to earn this recognition.


PB: What are some of the other prominent trends in collars, leashes and harnesses?

Thomas: The current trend in dog collars is toward wider collars in a range of fresh colors and updated patterns. With this in mind, Coastal has added new patterns and colors as full-line options, providing complete fashion wardrobes for consumers and seamless merchandising options for retailers. The Pet Attire Styles line features four fresh new patterns, and a variety of new fashion options are in the works for 2012.

Harnesses are increasing in popularity as more people are walking their pets. Coastal has expanded its harness offerings with new fashion options in a wide variety of sizes and styles. A new sporty version of the safety-award-winning Easy Rider car harness will be available this spring.

We are also seeing an increased interest in American-made products. Coastal’s Circle T leather collars are made in the U.S.A. at our facility in Alliance, Ohio, by our expert craftsmen from North American hides. Sublimated Pet Attire Styles patterns are also created and manufactured domestically by Coastal.


PB: What are some of the newest product developments from Coastal?

Thomas: Some of our focuses this spring include a revamp of the entire Safari grooming line, and K9 Explorer, a rugged new outdoor line of collars, leashes and harnesses. The K9 Explorer line features unique polished gunmetal-finish hardware and reflective stitching for nighttime safety. The collars have convenient side-release metal buckles and self-centering moveable D-rings. The nylon leashes feature padded neoprene handles for comfort and unique one-handed scissor snaps. The Rope Combo Leash is a convenient all-in-one rope collar/leash combo, and the harnesses feature an easy-to-use step-in style and comfortable neoprene front pads.


PB: Last year, Coastal held a contest that awarded one lucky retailer with a Harley Davidson motorcycle. How does this type of program fit into Coastal’s overall commitment to engaging pet retailers?

Thomas: “The partnership we have with our authorized dealers is the foundation for our success,” said Jim Stout, owner and president of Coastal. “The benefits of our Authorized Dealer program, including 2011’s R.I.D.E. promotion, are concrete ways to show our gratitude to our loyal customers.”

The R.I.D.E. Promotion was designed to reinforce order frequency in order to reduce out-of-stocks, increase turns, drive sales and enhance profitability for authorized dealers.

Howard Soldan of Soldan’s Feed & Pet, in Okemos, Mich., had the winning ticket. According to Soldan, his store uses the theory behind the promotion and orders almost weekly. 

“In the past years, we would let our inventory go down to much lower levels and order larger orders on a less often basis,” said Soldan. “Now that we’re doing weekly orders, we can keep our displays fuller by ordering smaller quantities as we need them.”

We also continue to focus on independent pet stores through the Coastal Authorized Dealer program, including our co-op advertising program, a $150 A/D drop-ship minimum to qualify for pre-paid freight ($225 for non-members), and many more benefits.