SUCCESS AT RETAIL
Dogs and their owners are not the
only ones who need training. The
training and behavior products offered
by The Company of Animals are
more complex than some other items
available in pet specialty retailers, so the
company has worked to get the word
out about what the products do, and
why retailers should assist pet owners in
their training goals.
“Educating our consumers, store
owners and staff has been one of the
most important steps we take in getting
our products on the shelves,” Rossi says.
“We place a strong emphasis on getting
the most accurate and useful training
and behavior information we can to our
consumers in hopes of aiding their decision making processes.”
The effort has paid off, as The Company of Animals products are
now sold in more than 50 countries worldwide. Earlier this year, the
company won a Queen’s Award for Enterprise—an award for
British businesses—in the International Trade category.
“;t’s a huge milestone for the business and reflects
the ongoing success and phenomenal growth by
the business over the past six years,” Rossi says.
The company does not rest on its success,
though, and pays close attention to how the
shopping behaviors of consumers has changed over
the years, as well as what retailers need to succeed in
the training category. “The feedback we receive from our
retailers is invaluable. It extends into every branch of our
company and motivates us to work to improve customer pain
points and develop products to meet their needs,” Rossi says.
Among the company’s newest products is the improved
HA;T; Headcollar, which features highly reflective webbing with
greater padding in a lightweight form that delivers, when needed,
a consistent pressure with instant release to optimize kind, no-pull
training. Also new is the updated Baskervillle Ultra Muzzle, which
offers a faster, more de;terous fitting with built-in safety features
and stronger, lightweight functional parts.
A corporate rebranding has also been in the works, with The
Company of Animals debuting its new look at last month’s
SuperZoo trade show. The rebranding, a project that the
company began in early 2017, involved much research into the
global pet product market and its consumers.
The new look, Rossi said in a press release before the trade
show, better represents the brand identity. “We’re confident
these changes will resonate with consumers and further The
Company of Animals as a key player in the training and behavior
includes whistles, canvas dummies, long recall
leads and treat bags.
The founder’s background, and the ongoing
focus on training, have been the basis of the
company’s mission and identity for decades.
“These roots have kept us grounded to our core
beliefs and have allowed us to develop products
that help resolve pet related training and behavior
products both safely and humanely,” Rossi says.
“We stay true to these values and place priority
on them over any trendy marketing technique,
as we have seen those come and go, and choose
to rather focus our efforts on high-;uality and
humane products that keep our pets safe while
solving problems for pet parents.”
The Company of
are now sold
in more than