Petco opened its first premium dog clothing store

The retail space features a dog lounge, free treats, and a concierge service for planning pet events.

San Diego-based retailer Petco, which owns 1,500 pet supply stores, has launched Reddy, a premium clothing and accessories brand for dogs. With the opening of the new retail concept, the company expects to attract affluent millennials. 

Reddy's first concept store for dogs has opened in New York City's SoHo district. The retail space features a dog lounge, free treats, and a concierge service for planning pet events. 

In today's fast-growing pet products market, many brands seek to win the hearts of affluent pet owners of the millennial generation. But Petco was the first to open a store designed specifically for this audience. 

"We call this store an urban base camp for our guests to experience the brand," commented Nick Konat, Petco's director of merchandising. He said they decided to create the store amid "an unmet customer need" for quality, innovative and stylish products that are both functional and capable of decorating the home. 

The approximately 185-square-foot store features clothing and accessories, leashes, pet beds, and bowls that can be personalized with names or decorations. Reddy's also sells food, supplements, and premium treats. 

Petco expects the new store to attract its audience. If the outlet proves popular, its creators will open similar stores in other cities.

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