Page 29 - PET worldwide issue 1/2021

shops the company now operates stant contact with its suppliers tomer supply process. As well
across Europe rose by as much via digital conferences, so as to as expanding existing logistics
as 45 per cent. Fressnapf had as- guarantee a cooperative work- centres, the opening of new ware-
sumed an increase of 20 per cent ing relationship even during the houses is one of the objectives.
here at the start of the year, and pandemic. France and Poland, two of Fress-
even that was considered bold. napf’s key markets, have been
New stores were opened, albeit Powering into
rather later than envisaged due the new year “WE ARE CURRENTLY GROWING FASTER WITH
to the coronavirus; from an initial “We are going on the offensive in THE CLASSIC BRANDS OF OUR SUPPLIERS THAN
plan to open 70 to 80 new stores 2021. Fressnapf has attained all WITH OUR OWN EXCLUSIVE BRANDS”
in 2020, over 50 were realised in the goals it has set itself, having Fressnapf boss Torsten Toeller
the end, the majority of them in added considerable market share
foreign markets. in all countries and amassed a
“We are currently growing well-filled war chest,” states Tor- earmarked as locations. Toller
faster with the classic brands of sten Toeller. This year, the Fress- explains why it is so important
our suppliers than with our own napf Group intends to open more for Fressnapf to lead all the avail-
exclusive brands,” says Torsten than 100 new brick-and-mortar able distribution channels: “Cus-
Toeller, highlighting another stores. Online expansion is also tomers purchasing from Fress-
phenomenon of coronavirus expected to pick up speed, with napf both in stationary outlets
and online are particularly valu-
able for their share of wallet and
generate roughly two and a half
times as many sales as a purely
stationary or purely online cus-
tomer.” Omnichannel customers
of Fressnapf currently account
Photo: Yvonne Ploenes, Fressnapf Holding SE crease this figure to at least 50
for just 6 per cent of the total,
however, and the plan is to in-

per cent by 2027.

Ecoystem

launch an app that focuses on the
customer and provides a one-stop
The Fressnapf Group is growing in terms of new stores, This summer, Fressnapf aims to
with over 100 new outlets planned for this year. shop offering products, advice
and services such as coat care,
year 2020. Each type accounts four more online shops likely veterinary care, digital consulting
for roughly 50 per cent of the to- to be launched. This will en- appointments at Doktor Fressnapf,
tal turnover. To increase its core able the retailer to operate as which is currently being tested,
customer base further, Fressnapf an omnichannel supplier in all the puppy club, insurance and
included some new brands in its eleven markets in which the com- a movement tracker for pet and
assortment online and in the pany has a presence. At the same owner. The Fressnapf ecosystem,
stores last year and generally time, the dynamic player aims as Torsten Toeller calls it, should
made more room for brands at to invest heavily in logistics in connect high street stores to the
the POS and in promotions. The the next few years to optimise digital world and offer customers
retail group remained in con- further its seamless, rapid cus- everything they need for their pets

PET worldwide 1|2021 29

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