New Concept Combines Aquarium Adventure and Petland Stores
Dan Star wanted to do something different that would provide
family entertainment for both pet lovers and aquarium enthusiasts.
So he and his wife, Janet, decided to open the first Aquarium
Adventure-Petland store.
The franchise operation, which opened in April in Hoffman
Estates, Ill., northwest of Chicago, represents a powerful
combination of a full-line Petland store on one side and an
aquatics-only Aquarium Adventure store on the other side.
“This is a unique retailing concept for us, and one
that is just developing,” said Frank Difatta, president
of Petland Inc. (Chillicothe, Ohio).
“Both stores feature pets at the center of interest,”
said Bill Wymard, director of operations for Aquarium Adventure,
a Petland subsidiary. “We are just beginning to see
how the two stores and their concepts blend.”
“There is a connecting tunnel between my Aquarium Adventure
and Petland stores,” said Dan Star, operator of the
franchise. “On either side of the tunnel there are large
public-style aquariums. They showcase some beautiful aquatic
species in more than 3,500 gallons of water. These aquariums
provide a great aesthetic feature while also being functional,
separating the different atmospheres of the two stores.”
The 7,000-square-foot Petland carries a wide range of pets
plus approximately 6,000 SKUs of pet supplies. It also features
a large community service center for events such as 4-H Club
meetings, puppy training and birthday parties, as well as
an adoption center for pets from local shelters, rescue groups
and unplanned litters.
The 10,000-square-foot Aquarium Adventure features more than
20,000 gallons’ worth of displays, including a wide
selection of freshwater and marine fish, goldfish, corals
and aquatic plants. Highlights include a koi pond with a 12-foot
waterfall and a stingray pond with an 8-foot waterfall. A
rainforest display and saltwater aquariums are found in the
store’s library.
For customers who prefer not to manage their own aquatic
systems, the store offers a number of service contracts for
indoor and outdoor setups.
“Aquarium Adventure is prepared to send trained staff
on-site for custom installation and routine maintenance,”
Star said. “That makes ‘enjoyment’ the only
word to describe the benefit for those who want a maintenance-free
home aquarium, office reef or an outdoor water garden.”
[August 2006 PET AGE]
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