When Unleashed by Petco opened in June in San Diego, a number of pet industry insiders speculated that the pilot store would be the first of many to pop up across the country. However, a Petco spokesperson said the company has no current plans to expand the model.

“We’re doing it to see how it works and see how customers respond,” said Lisa Epstein, spokesperson for Petco. “We’re constantly looking for new ways to expand the business and attract new customers, and I think this is a good way to test it out.”

Unleashed by Petco is just 5,000 square feet—significantly smaller than the chain’s traditional stores. And with 15 full- and part-time employees, it boasts a higher associate-to-customer ratio than typical Petco locations. These characteristics seem to make the store a good fit for San Diego’s upscale Hillcrest neighborhood, known for its progressive politics and independent retail stores.

“It has a fresh, new feel. It’s different from the traditional Petco red and blue. There are different colors, a new design scheme and it caters to the local community. It fits well in Hillcrest,” Epstein said. “And we’re just talking about Hillcrest right now. If we were to open different stores, it might be totally different.”

Unleashed by Petco doesn’t carry live animals, she said, so employees will be able to spend more time with customers. “We’re really focusing on staff that knows their stuff and the products in the store. We want them to get to know the customers and the needs of the community,” she said.

Asked if the emphasis on knowledgeable staff and community contact is a direct grab at the independent retail market, Epstein added, “We pride ourselves on that across all of our stores. It’s just something we’re bringing to a smaller store.”

Petco hasn’t made any official announcements about Unleashed through the media, but has launched a Web site (www.unleashedbypetco.com).

Epstein insisted that rolling out similar stores is “not the plan right now.”

Petco has been compiling information on the store since its grand opening in July. “We’re getting a positive response right now. The customers are liking it and the sales are good,” Epstein added.
—Michelle Peterson [September 2009 PET AGE]