In This Issue
Women carve out great careers in the pet industry, says recruitment expert
Call for a ban on electric shock dog collars
Ceva urges dog owners to update their knowledge on canine law
Gardman develops premium wild bird care brand
Pedigree Wholesale in pet-monitor partnership with Motorola
Animology reveals the secrets to exporting success
Danish Design set to launch Newton range of beds and duvets
KRUUSE chooses Butch & Bess for its consumer range
US-made flavoured dog chews to be launched in UK
Dog breeder appears in court charged with double murder in Farnham
Bromsgrove pet shop manager hits out at parking attendants
Surrey pet shop can no longer sell animals
Receding flood waters pose new dangers to pets, say vets
Lily’s Kitchen launches ‘An English Garden Party’ recipe
Nylabone range of chews launched for puppies
Record TV coverage for Crufts on Channel 4
Fantastic response to eye test offer ahead of Crufts
Bristol teenager to be awarded at Crufts
Pedigree Wholesale to hold trade show in June
New event for veterinary professionals, animal therapists and owners
Hungarian Pumi and Griffon Fauve de Bretagne recognised as pedigree dogs
REACH A WIDER AUDIENCE
Pet Trade Xtra – Circulation Report 2013
  • Total e-mails sent:  355,576
  • Issues published:  47
  • Unique readers (e-mail openers):  5,077
  • Average openings per issue:  2,051
  • Average page views per month:  13,576

Source: Newsweaver Reports

Top 25 stories of 2013
Click on the headlines below to read the most read stories from Pet Trade Xtra 2013

1. Profitable Lincolnshire pet store is closing down
2. Finalists of new industry awards revealed
3. Telford pet shop closes down on the spot
4. Bespoke pet furniture firm seeks retail outlets
5. The Giant Pet Store in Norfolk goes into administration
6. RRPs should be protected, says pet shop
7. Poundstretcher expands its pet business
8. Leading vet responds to claims by dog behaviourist
9. Taking on the giants of the pet food industry
10. Small Irish firm is a big player in the dog treat market
11. Award-winning Just for Pets aims to open more stores
12. Pressure from retail giants and the internet force pet shop to close down
13. Hundreds of UK pet shops selling inadequate hutches
14. Secrets of success of an award-winning pet store
15. Sales grow for ‘natural pet store’ that refuses to stock food from major suppliers
16. Vets should share some of the blame for falling pet welfare standards
17. Dog Rocks stop supplying Amazon Retail
18. Seahorse Atlantic and Soopa share winning formula
19. Pet GPS device sets its sights on Europe
20. Pure Pet Food is an instant hit
21. Pet retailers react to Crown's distribution move
22. Divided opinion among some retailers
23. Lancashire pet shop to close down at the end of the month
24. Dragon's Den star backs Southampton pet firm
25. Mars Petcare looks to close Peterborough factory

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Animology reveals the secrets to exporting success
PetQuip member follows a five-step plan to achieving overseas business


The Animology brand from Group55 has grown dramatically over the past few years, achieving great sales in both the UK and international markets. 

"We value our UK customers, many of whom have been tremendously supportive, but the insurance for our business is our export market," said Stephen.

"Exports give us cash flow and allow us to develop and invest in our business. Hand-in-hand with this is our membership of PetQuip and their support when we exhibit at international trade shows as part of the British Pavilions.

"I recommend that anyone starting out should use their association membership to the full. I talked to the team at PetQuip until their ears bled."

So what advice would Stephen give to those pet companies seeking success in the export market? Here's his five-step approach:

1. Take advice – it saved Animology from making costly mistakes.  They listened to experienced members of the PetQuip team and UKTI. They also chatted to fellow members in the PQ association, many of whom were happy to pass on their experiences – networking can be invaluable.

2. Research – they tapped into the PQ database resources, used the internet, attended Meet the Buyer days at PQ to find out what buyers were looking for and signed up for the Passport to Export scheme. In particular they researched different markets.  For example, some markets may want different terms and do they need a marketing contribution.  Another point to consider, do you need to register your products, how long does it take and how much will it cost?  Make sure you know what is needed.

3. Keep it simple – if a product needs a lot of information in English to sell it in the UK, what chance have you got overseas? Keep your messages short and rely on branding, nothing then gets lost in translation.

4. Set up distribution first – the vetting process is crucial. Ask a prospective distributor for a company profile and a marketing plan on what they are going to do with the brand and the products. You then have a good understanding of who their customer base is, where they are going to sell and how they are going to do it. Set up a minimum order pro rata to what you think the market is worth, for example Malta is not going to be the same as distribution in the USA.  Don’t give credit away and decide your delivery mechanism. All Animology deliveries are ex-works, a distributor has to arrange collection, shipping agents can be recommended but not organised.

5. Packaging – make sure it satisfies global requirements. Animology products have seven different languages on the back, making them ready to sell anywhere in the world (the products are over-stickered in Russia and China, a common practice).

For more information on Animology visit www.animology.co.uk and on PetQuip www.petquip.com

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