ABOVE: ART SIMON, CO-OWNER OF
MOLLY MUTT (BOOTH 4934), SAID
PET OWNERS WANT PRODUCTS THAT
ENABLE THEM TO SHARE SPACE WITH
THEIR PETS AND ALLO W THEM TO
MAINTAIN THE FUNCTIONALITY OF THEIR
INSET: BELLA & BEAU (BOOTH 4847)
IS DISPLAYING ITS LINE OF MORE
THAN 200 DOG CHARMS THAT CAN BE
ATTACHED TO ITS COLLARS.
BY LINDSEY GETZ
Walking the Rodeo Drive section of the show floor offers attendees a great opportunity to get a sense of the latest boutique trends. In general, exhibitors in this section report that the trend of pampering
one’s pets is not going away. If anything, it’s become stronger, and that means products that allow
pet owners to do some spoiling are going to continue to be popular sellers.
While Rodeo Drive boasts its share of glitzy
collars and doggie dresses, it contains other types
of high-end, stylish products, including those that
enhance home décor. Attending the show is a great
way for buyers to keep their finger on the pulse of
some of the latest styles and also learn more about
products that best support the category.
The show also presents an opportune time to
get to know new companies and products. Bella
& Beau (booth 4847), a St. Paul, Minn.-based company, is exhibiting at SuperZoo for the first time.
The company’s president, Jim Broshat, said he
looks forward to introducing his company and its
products to attendees. As an exclusive dog charm
company, Broshat said Bella & Beau offers a comprehensive line of more than 200 dog charms that
can be attached to Bella & Beau collars or worn by
pet owners on a bracelet. Broshat is hoping to build
relationships with retailers who might be interested
in carrying the charms.
“Most pet stores only sell products for dogs, but
this gives them an opportunity to also sell to owners,” Broshat said of the charms.
EXCITING TRENDS TO EXPLORE
Art Simon, co-owner of Molly Mutt (booth 4934) in
Berkeley, Calif., said pet owners are seeking products that allow them to share space with their animals while also maintaining the beauty and functionality of their home.
“We are seeing growth in the use of natural
materials when it comes to pet beds and in-home
pet products,” Simon said. “The demand for de-
sign-oriented products that fit seamlessly into the
homes and lives of pet parents continues to grow
Molly Mutt is introducing two duvet patterns
along with expanded selections of its Sheepy, Crib-e
and car seat covers. The Sheepy is the company’s
wool-filled bed, which provides all-natural, anti-
bacterial comfort. The Crib-e, which was launched
at Global Pet Expo in Orlando, Fla., in March, is a
duvet sized to fit a standard crib mattress, giving
families a way to upcycle their baby’s mattress in-
stead of throwing it away, Simon said.
Celebrating pets’ birthdays has become a huge
trend, and there are several products being introduced to support it. Gina Pollock, co-founder of
Puppy Kisses (booth 4723) in Closter, N.J., said the
company is introducing a line of birthday party
hats at the show in support of this growing craze.
Attendees, she said, are likely to see a number of
birthday-themed products at the show this year.
The celebration of birthdays is one reason that
Puppy Cake LLC (booth 5160) has been continually popular. Kelly Costello, owner and founder of
the Evans City, Pa.-based company, said that Puppy Cake cake mixes are “becoming a staple of dog
birthdays—or ‘gotcha days.’”
MAKING THE MOST OF YOUR
TIME ON RODEO DRIVE
There is undoubtedly a lot to see while visiting each
section of the show floor, but it’s important to maximize your time in a way that will get you the most
out of each stop. Simon said that as SuperZoo has
grown, it’s become more important to be diligent in
leaving enough free time to discover new vendors
and new items.
“We would suggest that in addition to appoint-
ments, retailers plan at least one to two hours of
time to explore the boutique section,” Simon said.
“Even walking the aisles in both directions can un-
cover a vendor or a product that might otherwise
Pollock agreed and said that finding new prod-
ucts can help fill gaps or meet customer needs. A
misunderstanding about the boutique category is
that the sole focus is on small dogs. Pollock said that
retailers might be missing an opportunity to reach
customers who want to accessorize their larger
dogs. SuperZoo, she said, can be an excellent place
to see what manufacturers carry in terms of prod-
ucts for larger dogs.
Pollock herself has a Lab that she likes to accessorize and said that her products come in sizes for
big and small dogs.
“If you carry accessories only in small-dog sizes,
you’re unnecessarily pigeonholing the category,”
Pollock said. “Spend some time at the show to see
what’s out there. You just might find there is a lot
more product than you realized.” ◊
SHOPPING THE SHOW FLOOR
SuperZoo’s Rodeo Drive offers attendees an introduction to the latest
styles in the pet world.
The Intersection of
Fashion and Luxury
(BOOTH 4934) IS
TOUTING ITS NEW