Vital Pets Products confirm attendance at Pets at Glee, including café sponsorship

Glee’s dedicated pet sector – Pets at Glee – is set to benefit from the presence of one of the industry’s most prominent pet product wholesalers and distributors, Vital Pet Products. With 40 years’ experience, nationwide coverage and a portfolio made up of the leading pet accessory, food, and health products, the company – sponsors of the Pets at Glee Café - will be the first stop for pet buyers at Glee this year. Here we catch up with the Vital Pet Product team to find out more about their plans for the show.

Why has Vital Pet Products chosen to exhibit at Glee 2019?

The pet sector is a vibrant one. It’s largely resistant to changes in economic cycles compared to other sectors. The rise in the status of pets within the family has led to an increased desire for premium products across the board – applying to dogs, cats and smaller mammals such as rabbits and hamsters. We think that garden and leisure outlets have a real opportunity to increase their listings in this profitable category.

For many in the garden and leisure channels, with so many products available, the primary barrier can be knowing where to start and that’s where we can add value. As the largest pet product wholesaler in the UK we have teams within the business that focus on business of retail – whether that’s sorting out a bespoke promotional calendar, helping with merchandising or selecting a core range to suit each outlet.

What can visitors expect to see from you at Glee, and how will this differ from other shows?

It is Vital’s first attendance at Glee and we’re looking forward to meeting retailers and finding out how best to meet their individual needs. We’ve invited some of our most exciting new and established pet brands along to the event to showcase the possibilities.

As customers these days are looking as much for an exciting shopping experience as a specific sku, we’ll demonstrate listings that blur the lines between product and service – like the iClean dog wash which not only adds theatre but generates a tidy revenue stream too. Expect to see brands that resonate with everyone, such as the iconic Cath Kidston range which has now been extended to include beautiful pet products with a vintage twist.

There will be cutting-edge, high-tech products too with unique offers like our temperature-controlled pet beds and wearables that track activity and location. Alongside all of that we’ll have brands that are representative of the current trends for natural pet foods that generate repeat purchase, plus innovative pet toys that ensure all members of the family enjoy their time outdoors.

This blend of new and established lines will be selected against several objectives – they have to be able to work for garden and leisure outlets, be consistent with brand values in the sector and complement existing product ranges. As a one-stop shop for all pet care and wild bird stock we’ll also be demonstrating how we can make an impact on the bottom line – not just through identifying fast moving lines but also by providing access to great promotions and prices.

How important are trade shows to your business?

Trade shows like Glee are a great addition to our marketing mix. This year we launched our new trade website www.vitalpets.co.uk and while that’s a fantastic step forward in helping us communicate our wide range of products, it’s also important to get out there and meet our customers. It provides us with an opportunity to listen as well as talk, which in turn helps drives our future purchasing.

It’s easy to fall into the trap of repeat orders of the same products but that sometimes results in missed opportunities. We’re passionate about driving innovation in the pet sector, so we seek out suppliers on the global stage and also small boutique and craft suppliers. Our partnership approach means we work hard to bring those suppliers to the attention of our customers – giving them a competitive edge and building their reputation for being the go-to outlet for those must-have items that delight shoppers.

What else does 2019/2020 have in-store for Vital Pet Products?

Once retailers get to know Vital, they will appreciate that we never stand still. Whether it’s launching the latest warehouse management systems to help us consistently deliver to targets, or putting in place a team dedicated to supporting retailers with their online presence, there’s always a new next level of performance for us to aspire to.

From your standpoint – what is the most exciting/influential trend affecting pet products at this time?

There are three pet trends that we would pick out as being important in the pet sector. Growth in the natural category has been so comprehensive that it’s almost established practice rather than a shift in behaviour. This applies across both main meal food and treats. Pet tech is a growing area with the market for wearables in particular forecast to be very significant. The third is the growing market for pet services, especially grooming and bathing but also an increasing number of part time or portfolio career pet sitters and dog walkers, who all need to source suitable equipment. We’ll be talking to retailers at Glee about all the main trends and how they can make the most of them.

Find out more

To keep up-to-date on the latest Glee news visit www.gleebirmingham.com. To enquire about exhibiting at Glee 2019 call +44 (0)203 3545 9752.

Further details about Vital Pet Product’s leading portfolio of brands can be found at www.vitalpets.co.uk

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Editors notes

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