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.”

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Last year, Petco rebranded itself beyond a pet product seller into a health and wellness destination. An ad campaign from Droga5 highlighted the shift, as have recent initiatives such as a push into promoting mental wellness for pets as owners return to offices.

Such efforts appear to be resonating with customers. Petco recently reported record second-quarter revenue of $1.4 billion, a 19% rise over the year-earlier period. Net income, at $75.1 million, rose by $67.7 million.

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