Behind Reddy SoHo, Petco’s First Experiential Concept Shop for an Exclusive Brand

The trend we in the industry refer to as “pet humanization” has been brewing and growing for years, but the last 20+ months have amplified all the ways we’re treating our pets like family and including them in almost every aspect of our daily lives. Chances are, if you have a pet, you’ve brought it along on the hiking trail, to work, your favorite coffee shop, camping or on another family trip, and more. My own 15-year-old vizsla, Lucy, loves our morning coffee stops before we head to the office together.

Millennial pet parents specifically – who see their pets as an extension of themselves and are one of the most coveted consumer segments in the pet industry – are not only looking for more ways to include their pets in their favorite adventures, they’re also looking to do it in style.

That’s why we launched Reddy in 2018 – and since we did, its growth has been phenomenal. These adventurous, trend-conscious pet parents have made Reddy part of their pets’ essential, go-to looks. So much so, we decided to take our exclusive fashion brand to the next level by creating a dedicated Reddy experience – in the heart of the urban fashion hub of NYC’s SoHo neighborhood. Here’s why and how we did it:

The Insights

The more than 11 million new pets that came into US homes during the pandemic created a new generation of pet parents eager to explore new adventures with their furry friends, and consumer insights told us millennial pet parents care about sustainability and an on-the-go lifestyle. We took this key information and set out to build something perfectly tailored to the growing market of discerning, urban millennial pet parents who are endlessly attached their pets. NYC’s SoHo neighborhood was a natural fit for meeting this dynamic consumer base where they already live and shop – and where trendsetting by word-of-mouth thrives.

The Team

Believe it or not, we designed and built Reddy SoHo in less than 5 months! Successfully accomplishing this – in New York City, of all places – takes outstanding planning, coordination, hard work and talent. But no timeline was too big of a challenge for the amazing, cross-functional team that brought it to life. The core Reddy SoHo team was streamlined, empowered to make decisions and guided by outstanding leaders with a passion and expertise for creating amazing spaces, and the diversity of skills and adaptability to move quickly. With one of my strongest leaders on point, I put the project in their hands, tried my best to provide guardrails and resources, and then got out of their way to let them do what they do best.

Innovation and Sustainability

Owned brand innovation and growth are integral parts of Petco’s overall business strategy, and Reddy is at the forefront. Reddy SoHo is so much more than a store – it’s the ideal hangout spot for pets and their people, and it showcases Petco’s expertise and credibility with more than 55 years in the pet space.

Sustainability is a core value for millennial consumers, and one of Reddy SoHo’s important features – from the recycled materials that are used to help create 90% of the items in the portfolio, to the reclaimed flooring and brick, and low energy lighting. As part of our focus on purpose-driven performance at Petco, incorporating sustainable design and function into the development of Reddy SoHo was a no-brainer and a top priority from the get-go.

The Experience

Everything, from the choice of plants to materials, watering stations and even flooring, was selected with pets in mind. We wanted to create a space where pets and pet parents could bond and create memories together, and Reddy SoHo is exactly this – 1,774 square feet of everything pet parents need to live life to the fullest with their four-legged adventure partners.

We didn’t stop at designing an elevated shopping experience with stylish, sustainable, and adventure-ready gear. Our exclusive pet-centric experiences include a lounge area, pet fitting station, a “Bark Board” for community updates, a pet polaroid wall, water stations, a JustFoodForDogs fresh nutrition station, plus complimentary treats and whipped cream pup cups.

Reddy? Let’s go.

So many people made this happen, and I’m incredibly proud and grateful for their tremendous work and commitment to this project. The response from Reddy SoHo guests has been nothing short of amazing so far, and I’m confident this is only the beginning.

Special thanks to Rick Neira, Angela Neira, Dawn Burch, Inma Perez, Jason Burris, Josh Axelband, Karen Stafford, Lance Lance Comstock and Sarah Bradley, as well as our CEO, Ron Coughlin, for his support. It’s my hope that this team and everyone at Petco can look at Reddy SoHo and take immense pride in bringing an innovative, experiential, unique retail experience to life in one of the world’s greatest cities, for millions to see and enjoy.