Cashing in on creature comforts
As Western pet owners spend more on pampering their animals than ever before, one Danish company is raising the bar with designer pet furniture
words by C. A. Ferro
Pampering pets has become a big bucks industry. In the US alone, spending on pets was estimated at US$38bn last year – almost double the amount spent a decade earlier. The market increase is largely attributed to ‘empty-nest syndrome’ among the nation’s baby boomers. In other words, retired adults are treating pets like substitute children, lavishing money and attention on them after the kids have left home. Critics contend that some vendors have gone way over the top by selling designer clothing or gem-studded collars for animals, but the two Danes who founded The Pet Project have found a kind of happy medium as purveyors of upmarket pet products. The company sells pet furniture to match the decor of a modern home.
The idea began when Michael Ryding and business partner Lene Nendel created some prototypes to bring to the New York International Gift Fair in 2005. “It’s was a super success,” says Ryding. “We discovered there wasn’t much on the market for pet owners who have a nice home and favour designer interiors. Most of what is out there is either humorous or appeals to kids.” Ryding, an interior designer, and Nendel, an industrial designer, have been working with furniture since 1993, kitting out shop interiors among various design assignments.
The Pet Project has just six products, with prices ranging from US$50 to US$800: two ‘cat caves’ (also suitable for small dogs), named Lulu’s Hideaway; two beds, Hermann’s Heaven and Missy’s Dreamer; a scratching board for cats, Bernie’s Punch Bag; and a feeding bowl aptly named Coco’s Finest China. All items come in different colours and materials. “We want the items to be seen as furniture – the caves virtually double as end tables beside a sofa – and not frivolous luxury,” Ryding notes.
At the New York fair, several US shops placed orders. Ryding and Nendel had planned to have the items produced in Sweden or Denmark, but found the costs would be too great. So instead they turned to Asia, where they had to search to find a producer who could deliver the quality they desired. Such obstacles delayed plans for The Pet Project, so the US$200,000 first-year revenue the owners had projected was not realised in 2006. Still, the stores wanted the goods and were quite prepared to wait.
Now they sell to around 25 shops in the US – most on the two coasts or Chicago – one retailer in the UK and five stores in Japan. They also sell through several outlets at home including Casa Shop in Copenhagen and the website www.4hotdogs.com. “We plan to concentrate on the US market for now,” Ryding says. “Those who buy our goods are big city people who shop at the better outlets.” The revenue figure projected for 2006 has been pushed into this year. Ryding is confident the company will reach the goal and has long-term plans of donating a percentage of turnover to animal welfare causes.
The Pet Project +45 3535 6494, www.thepetproject.dk Denmark stockist: Casa Shop, St. Regnegade 2, Copenhagen, +45 3332 7041, www.casagroup.com
snob doggy dog
Since the Pet Travel Scheme was introduced, owners can share a roof with pets even when abroad. We’ve seen air passengers enjoying the final minutes with Spot prior to check-in, but what about after arrival? First Hotel Skt. Petri in Copenhagen provides one answer: Pet Pampering, a VIP (or is it VID?) service for dogs already popular in high-end US hotels.
The hotel’s limo will fetch Spot at the airport and transport him to the room, where a welcome basket will be waiting. If the organic dog biscuit and other goodies fail to satisfy the pooch, there is a special room service for canine guests. “We fulfil guests’ needs when they have a dog with them,” says guest experience manager René Thomsen. “It’s not that costly to bring a dog, and what we offer isn’t really a luxury service. Bear in mind, many hotels don’t even allow dogs.”
The Pet Pampering service began last year and Thomsen says they have had several takers. “The guests liked it,” he says. “It’s usually smaller dogs, and the guests get a larger room.” The hotel has dog sitters and walkers on call around the clock, as well as a veterinarian. When bedtime comes around, your dog can snuggle up in a cosy designer basket.
First Hotel Skt Petri, Krystalgade 22, Copenhagen, +45 3345 9100, www.hotelsktpetri.com
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