As it seeks to meet continuing demand from new pet owners, Petco is expanding its empire—this time, by broadening its brick-and-mortar experience. Today, the retailer is opening Reddy, the first storefront for its private-label dog brand. The shop is located in the SoHo neighborhood of New York City.
Three-year-old Reddy is Petco’s brand for millennial pet owners. The line includes apparel, collars, leashes, beds and feeders. The high-end store will serve as an experiential location for customers. It includes a lounge area with an “adventure concierge” and recommended calendar of pet activities, a “fitting station” for pet apparel, a “treatery” with whipped cream cups for dogs, and “Gram-ready walls” for shoppers to post pictures on social media.
Reddy has been growing steadily over the last 18 months among “trend-forward pet parents,” Nick Konat, Petco’s chief merchandising officer, said in a statement. He added that “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.”