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Facials for Fido?

Kriser’s, a Sherman Oaks-based all-natural pet food and supply retailer, is preparing to expand its domestic paw print by opening seven new stores this year. The company’s business model and boutique store concept has resonated with pet owners, many who regard their pets as family members and spoil them with the best products and services on the market. The company is known for its healthy options in pet food, tasty treats and fancy toys. It also caters to a high-end clientele by offering upscale pet grooming services, including blueberry facials and de-shedding treatments. The company has experienced consistent growth since launching in 2006 and currently has a total of nine stores, two of which are located in Valencia and Studio City. Although the company declined to disclose exact figures, Kriser’s said it saw a sales increase of about 38 percent in 2011, with same-store sales increasing about 18 percent. The company’s growth in Southern California will include two stores in Orange County, which are slated to open in May. Stores in the Los Angeles area will open later in the year once locations are confirmed, said Ken Grouf, Kriser’s president and COO. The retailer’s expansion plans for the year are a component of a long-term goal for growth, which includes more stores and a line of pet food under a private label, said Brad Kriser, the company’s founder and CEO. In the years to follow, Kriser’s hopes to raise its number of openings from 12 to as many as 35 stores a year. “We progressively want to open more stores each year for the next five years,” Kriser said. When scouting potential areas to set up shop, the company looks for locations that embrace a health conscious and outdoor lifestyle, criteria which California met perfectly Kriser said. Upon entering into a new market, the retailer often engages in community partnerships “within the pet world” as a way to spread the word on its holistic method of health. “Pet people love to talk about their pets just as much as their children — sometimes more,” Kriser said. A typical Kriser’s retail store is about 2,500 square feet and employs a workforce of about seven. Store staff includes sales associates, pet groomers and bathers. In coming into the pet-food industry five years ago, Kriser’s existing competition consisted of pet superstores such as Petco and PetSmart. These days, the natural pet food movement is gaining traction, along with a new wave of competitors. Both online retailers and independent brick and mortar stores have jumped on the holistic band wagon. According to Packaged Facts, a market research firm in Rockville, Md., natural pet food sales is expected to increase over the next five years at 11 percent compound annual growth, hitting $2.5 billion by 2014. “It’s the fastest growing segment in the pet food industry,” Grouf said. The company is approached every day by vendors hoping to be the newest addition to Kriser’s roster of products, he added. “We get about three to five inquiries a day.” Pampered Pets Steve Thoeny, president of Minnesota-based pet supply distributor, RFG Distributing Inc., said in the four years he’s done business with Kriser and his team, he’s noticed “tremendous growth” from the company and has even adjusted delivery operations to accommodate the increase in volume. “We went from delivering once a week to twice a week,” he said, adding that RFG even created a specific route designated to delivering to Kriser’s stores. Kriser’s isn’t the only one growing in the industry. In recent years, more independent retailers have surfaced, Thoeny said. In addition to natural products, stores are offering upscale amenities such as spas, doggy daycare and grooming to attract consumers and their pets. “Pets are part of the family now,” Thoeny said. In 2009, Petco launched Unleashed by Petco, a scaled-down version of its typical retail store, featuring premium natural and organic foods and emphasizing a strong bond between people and their pets. The brand currently has 44 stores and plans to open more. Despite the new wave of competitors, Kriser’s focused commitment to pet nutrition and exceptional customer service has helped them stand out in the crowd, Thoeny said. Iris Dawson, store manager of Kriser’s in Valencia, said in addition to meeting a pet’s nutritional needs, the company hosts in-store events to promote social interaction and customer engagement. “We really try to make a personal connection with customers,” Dawson said.

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