A line of scoops in Petco’s Reddy Kitchen collection.
STORE BRANDS: Did Petco receive/use any feedback from consumers when developing the assortment?
Kovacs: We are constantly looking at consumer trends, insights and shopping patterns to understand how we can better meet the needs of pets and pet parents. Our product design team approached the development of Reddy Kitchen with an empathetic design in mind. We have closely examined our own dogs at mealtime and identified specific needs that are not being met throughout the process. Paired with customer insights and competitive analysis of both human and pet products, the team identified a gap in the pet space.
From the prep and serving stages to the store stage, we’ve outlined the essential steps of the dog feeding experience and then curated the Reddy Kitchen line to help make the mealtime journey easier. As with all of our products, we monitor customer feedback in real-time at all of our locations nationwide and across the country. petco.com to adjust, adapt and sustain the development of change.
STORE BRANDS: The products in the line are not only functional but have a strong aesthetic appeal. How important is “fashion” to the appearance of the products in the line?
Kovacs: Aesthetic appeal was critical for us in developing Reddy Kitchen. Prior to launch, nothing else on the market met this customer need and looked good in the kitchen or pantry. Pet parents are looking for items that not only meet their pets’ mealtime needs but also suit their home’s aesthetic.
The Reddy Kitchen line is available in four colors – ivory, black, blush, and sage green – to complement contemporary home interiors. We have received positive customer feedback so far.
STORE BRAND: How long has the Reddy brand been at Petco?
Kovacs: Launched in 2018, Reddy is Petco’s premium lifestyle and fashion brand offering high quality, innovative and functional products for dogs and cats.
STORE BRANDS: Looking at the development of private label products across Petco, will we see more growth in 2024?
Kovacs: Private label brands such as Reddy’s have been and will continue to be a priority for Petco as we offer 360-degree solutions for pet health and wellness. Customers’ needs and wants are always changing, and we are changing right along with them.
STORE BRANDS: What level of growth does Petco see with its private label assortment in 2023?
Kovacs: We have received positive customer feedback on our proprietary brand offerings, which continues to be a growth category for us. Petco stays on the pulse of customer needs and trends to inform innovation in every pet category.
