Five Questions with Ryan Carter, Owner of Carter’s Pet Mart in California

Owned by Ryan and Kelli Carter, Carter’s Pet Mart is a family-owned and operated business that was founded in 1991. After humble beginnings, the family moved Carter’s Pet Mart in 2006 into a new space in Stockton, California.

In 2016, the family added a second location in Manteca, California, which was followed by a third location in Modesto, California, bringing the pet store‘s top-notch service and selection to yet another city. The most recent location, Carter’s Pet Mart Lodi, opened in 2022.

Pet Age recently spoke with Ryan Carter to learn more about his background, views on the pet industry and keys to success in the pet retail market.

What influenced your decision to manage Carter’s Pet Mart over attending Arizona State University? 

I was always very intrigued with the pet industry from seeing my parents work in it. I would always work alongside my father at trade shows, cow palace shows, ride with him in his Bobtail truck delivering dog food to his pet store customers, as well as work alongside him at my family’s pet store, Carters Pet Mart. Starting in the sixth grade, I would leave school early and head straight to the pet store to work alongside my dad’s dad, who was the manager for my parents. I enjoyed it and really bought in on our family motto of “stack it high and watch it fly.” In 2006, we had just opened the new location, I was graduating high school that year, and my mom wanted me to go to college. I was accepted at several schools and decided to go to ASU. Me and my mother flew out to get me all squared away at ASU. Me and my mom flew to Arizona, signed up for all my classes, then went to check in my dorm room. When I walked into my little cubicle of a dorm room, my mom saw the panic on my face. I said, “Mom, I can’t do this.” We called my dad. I told them, “I’m sorry. I think I made the wrong choice.” Without any hesitation, my dad – along with my mom – said “Just come home, son. You can run the pet store.” I was relieved. I grabbed my stuff, and we headed back to the airport and back home. I went to Arizona knowing that this is what I wanted to do. I needed that experience to make up my mind.

Who would you call your mentor who helped you get to where you are today?

My mentor would be my father. I really idolized him growing up. He was my biggest fan and best friend. We are a lot alike in so many ways. I watched how hard my dad worked every day without ever complaining. I learned from him how to be successful just by watching how he handles business, negotiates deals, doesn’t hesitate, takes risk. I learned how to be a leader of employees. He had a very successful business plan when he started out, and it has stayed true to this day even with all the changes in retail.

What has been your way of turning a first-time shopper into a return customer?

I would say my way is “Carter’s commitment to excellence.” We are a very customer-oriented company. Customer service is everything. You go above and beyond for them, doing what it takes to make them happy. If we don’t carry what you’re looking for, we order it. We are here to please our customers and gain their trust. Their animal is not just a pet, it’s a family member. Each customer is a different scenario, and we recommend what’s best for that family member’s specific situation.

How would you describe an ideal pet retailer-manufacturer partnership?

It’s a two-way street. My customers are their customers, and their customers are my customers. We must partner together to earn the trust of customers. I work really close in creating great promotions tailored to my stores – advertising, marketing, innovations and how to grow the brand. We both want growth, but we treat it as a partnership to find ways to be competitive and earn a customer’s business  Without having that relationship, you are at a disadvantage in a lot of ways.

Which of your personal pets had a unique story of how it joined your family?

I’ve had multiple pets that I brought home from Carter’s Pet Mart stores. We had a stray Chihuahua walk into our oldest location, and it was love at first sight. We made sure to go through the correct process and, after nobody claimed it from shelter, we adopted him. We named him Johnny Boy. He was the best family dog we have ever had.