November 30, 2022


For pets enthusiasts

Why Cherrybrook Pet Supplies Underwent a Transformation | Industry Profiles

CB Pet Sector supervisor Sean Gordon-Peters, Clinton City Mayor Janice Kovach and CB Pet Industry president and co-operator Claudia Loomis celebrate the opening of CB Pet Market place Clinton in September 2021.

Claudia Loomis, president and co-owner with partner Roy of CB Pet Marketplace, which has 6 merchants in New Jersey, describes what motivated the business to rebrand. 

Pet Product Information: Your outlets, previously known as Cherrybrook Pet Materials, recently rebranded to CB Pet Marketplace. What motivated the rebranding, and what forms of modifications have been made?

Claudia Loomis: The rebranding of our stores was encouraged by a shift in our organization solution. Cherrybrook Pet Materials was born out of a require to provide the demonstrate canine community, then grew into the pet retail place. As the pet parent neighborhood has expanded in modern yrs, our improved aim on pet diet and training redefined our store mission. Rebranding has provided us the possibility to modernize our appear and solidify to our customers our commitment to featuring a tailor-made retail working experience to their pet’s needs. Our new title and brand helps make us more quickly identifiable as a holistic pet marketplace, putting us in a greater placement to seize a new purchaser foundation and be a lot more relatable to today’s pet mom and dad. We are the very same great workforce with a new glance and a refreshed intent.

PPN: What are your outlets most effective recognized for?

Loomis: Our merchants are most effective identified for our top quality nourishment choices and dependable team knowledge. Our customers know us by 1 straightforward dietary philosophy: We only provide foods that we would feed to our individual animals. Our thorough workers teaching equips team users with the capacity to offer palms-on nutritional tips for our passionate pet mum or dad prospects. We specialize in a curated choice of raw frozen and freeze-dried possibilities, giving customers with distinctive feeding solutions that are not accessible at massive-box pet merchants. We have meticulously crafted our foodstuff lineup to meet up with our nutritional specifications: only named protein resources, complete grains and pure substances. All of our offerings are free of charge of corn, wheat, soy and byproducts. Prospects continue to be loyal to us due to the fact they know we inventory the shelves with foodstuff and brands they can trust, and they know our staff is manufactured up of educated personnel that will come across them answers to their pet’s requires.


CB Pet Industry stores often keep occasions, these as pet portrait painting classes, to engage with the neighborhood.

PPN: What are the prime-marketing products and solutions in your outlets appropriate now?

Loomis: Our top rated groups are pet food, treats and toys.

Our best-advertising pet food items are from Fromm, the substantial bag of Fromm Grownup Gold remaining our No. 1-advertising Fromm range. Farmina is also a leading-accomplishing model for us, and our go-to meals for our cat clients. Stella & Chewy’s is up there as very well, dependent on the strength of their freeze-dried food items and the truth that Stella has solutions in quite a few categories—raw, kibble, damp and treats. We have a very robust uncooked frozen business enterprise in our outlets just about every of our shops has eight or more freezer doorways of raw frozen pet foodstuff. Steve’s Genuine Food is our very best-providing uncooked frozen manufacturer, lately eclipsing our Answers gross sales.

Treats and chews are another wonderful group for us. There are a amount of leading models in this classification. Amongst them are Earth Animal No-Hides and the Very important Necessities Raw Bar.

Toys are a significant and enjoyable category for us as well. Kong and Fluff & Tuff are our most effective-selling toy brand names.

PPN: What business obstacle are you presently in the method of tackling, and how do you strategy to do so?

Loomis: The biggest problem struggling with the retail market is greater level of competition from e-commerce vendors. As individuals purchase pet meals and materials by way of on the net channels, our stores have to re-strategize to offer professional service and leverage the in-individual expertise. This contains featuring aggressive in-store pricing and loyalty benefits applications to assistance buyers get quality foods at a equivalent price to on-line. It also indicates hiring welcoming, experienced staff to serve as a source for our shoppers. We determine as an straightforward stop-and-store site for pet parents to occur discuss to us about a certain problem, get tips from our highly skilled team, and wander out the doorway with a palms-on resolution. This personalised experience can’t be identified on the net, and our workforce users provide as a very important element to generate our retail outlet mission and combat today’s pet field troubles.


PPN: What is your ideal suggestion for connecting with prospects?

Loomis: Educating, in the keep and beyond. Today’s pet dad and mom are passionate and driven to discover methods for their beloved fur household members. The key to retaining and connecting with consumers is to reassure them that we are a useful resource for them. This indicates going previously mentioned and over and above in our coaching processes to provide prospects with a personnel outfitted to honestly reply nutritional questions. It also signifies using the excess stage when the consumer is exterior the shop to provide them with solution details and pet education.

For case in point, we use our experienced platforms of 30,000-in addition email subscribers and 15,000-additionally social subscribers to share thoughtfully curated webinars. We host our very own applications that make upon 1 a further to give buyers a holistic method to pet care. We prioritize offering clients with the content material they want to find out about and frequently poll our prospects through electronic mail, social media and in-retail outlet discussions to explore the matters that suggest the most to them. Our intensive aim on suitable pet schooling assists us hook up with our customers since we are a responsible source for them to seek out steerage from in the day-to-day treatment of their pet.


Associated: Cherrybrook Pet Provides was named Pet Products News’ 2017-2018 Rescue Associate and Neighborhood Involvement Retailer of the Year winner. Browse extra about the company’s local community service.