Reddy, Soho

Petco, one of the US’s largest pet health and wellness companies, has opened Reddy SoHo. This is its fifth store in the city, but its first ever single brand store for their own label dog brand Reddy which Petco launched in 2018.

With the huge growth in the market over the last couple of years, Reddy SoHo is taking advantage of the trend which analysts are predicting will last for the next couple of decades, outpacing many other consumer categories.

Specifically targeting the millennial urban consumer, the 540m² store is designed as an edgy boutique, that has plenty of references to a typical outdoor wear store you may find in the neighbourhood. It also fits in with the trend of pet humanisation, as ‘pawrents’ as they are often referred to, are treading their pets like family and increasingly including them in every aspect of their daily lives and millennial pet parents see their pets as an extension of themselves.

Alongside the extensive range of apparel, acessories, beds, bowls and travel items, Reddy’s experiential store provides a perfect hangout f both pets and their people; there’s a lounge area, a fitting station, a customisation station for product personalisation, an Instagram wall, ‘Bark’ community board and a fresh nutrition station. There’s even a complimentary treatery. They’ll also be offering an adventure concierge service to help owners plan events with their pets, along with a calendar of monthly events around NYC.

The brand is also appealing to the millennial eco-conscious consumer, with recycled materials used in 90% of their portfolio and reclaimed, sustainable and low energy fixtures and fittings have been used to build the store.

Customers can also make appointments for grooming, veterinary and training services at local Petco stores, and while most of the items are readily available online and in PetCo’s 1,500 stores, there are plans to release new products that will be exclusive to the SoHo location.