Petco Launches Dog-Centric Store Format

Petco Health and Wellness has debuted Reddy, its first flagship concept store named after the retailer’s premium lifestyle private-label brand for dogs.
Reddy store

The store, Reddy SoHo, is located in New York City and aims to offer an elevated shopping experience for dogs and their parents. Petco launched its Reddy brand in 2018, positioning it as high-quality, innovative, unctinal and sustainably-made products for pets. The popular store brand spans a broad assortment including apparel, collars, leashes, harnesses, beds, bowls, feeders and travel accessories.

Executive Summary

The Reddy SoHo store is the first store format by Petco dedicated to a single exclusive brand. The debut comes as retailers are improving brick-and-mortar experiences as consumers return to stores and COVID-19 restrictions have eased. New store concepts and experiences catering to new consumer expectations are critical to getting shoppers back into stores.

Reddy SoHo is described by the company as an edgy, urban boutique with an industrial design, while the Reddy product assortment was inspired by millennial dog parents and features bold colors, patterns and textures. In addition to merchandise, the store offers guests an interactive experience, including:

  • A lounge area with free Wi-Fi
  • A fitting station to try on apparel and accessories
  • Custom services such as personalized pet tags and on-site monogramming
  • Phone charging stations
  • Complimentary amenities for pets, including water and treats
  • A JustFoodForDogs nutrition station
  • Instagram-ready walls, a pet polaroid wall featuring dog guests and a “Bark Board” for community updates

"Reddy's growth and popularity among active and trend-forward pet parents has been steady since launch," Nick Konat, Petco's chief merchandising officer, said in a statement. "And it's only accelerated over the last 18+ months as millions of pet parents are exploring outdoor activities and taking their pets with them wherever they go. This first-of-its-kind boutique will continue fueling that exploration by giving New York City pet parents a hub to bond, recharge and find the latest must-have gear to style their best lives together."