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The Parente family has been in the food business for 20 years, reports George Parente, but in 2000, they switched their customer focus.
"I grew up in the grocery business," says Mr. Parente. "We had had grocery stores in Philadelphia and then another in Richboro, Bucks County.
"The timing was right for change, though," he continues. "I had a friend in Newtown, who had a small shop, and was a trailblazer in the natural food business for pets. I've always had animals and liked them, and I thought this was a good idea. Around the year 2000, the business began to lean toward natural foods."
So, that year, he opened a natural pet food and supply store, Reigning Dogs & Cats in Newtown, Pa. It did so well that he and his sister Jo Ann Parente decided to add another location, and last June, Dogs & Cats Rule opened in the Hopewell Crossing Shopping Center on Denow Road in Pennington.
Better Health
"People are more concerned about eating healthier now, and they want their animals to eat well, too. It's better nutrition and better health for animals — people love their pets." explains Mr. Parente.
"9/11 increased the adoption of pets way up," he adds. "People wanted the comfort of a pet. Most of our customers have more than one animal."
Customers at Dogs & Cats Rule will find a spacious store filled with a big variety of natural pet food, as well as supplies and toys. Leashes, collars, and carrying cases are all on display, as are scratching posts and cat trees.
In addition, pet-related items for humans include note cards, books, and gift bags.
It is food that is the focus, however. "Food drives the wheel," says Mr. Parente, and he points out there are 65 different kinds of food and 50 different brands in the store.
"Dry, canned, freeze-dried (that you reconstitute with water), and frozen raw food are all available. Raw food is becoming more popular for dogs. There is a philosophy that raw meat is closer to what the animals would normally eat, and is healthier.
Growing Business
"50 different companies make natural pet food, and there are more all the time. It's definitely a growing business," he reports. " Such brands as Wellness and Innova Evo are here for dogs and cats, and they are grain-free products. We also carry Newman's Own organic food. The proceeds from this go to animal charities. Every two or three weeks, people come in for our food, which is naturally-preserved."
"In addition, we have a bakery, with specialties, such as cookies, biscuits, and birthday cakes."
Mr. Parente points out that animals with food-related allergies can benefit from natural food, and the store also carries natural remedies for a variety of conditions. "We have homeopathic and holistic remedies for problems with fleas, cystitis, kidneys, even separation anxiety."
He adds that he is having fun with his new stores. "There are a thousand different stories in Pet City! The passion people have for their animals is amazing. They will do anything for their pets. Many customers bring their dogs here, and everyone is happy — humans and pets.
"Some people change their dog's collars seasonally," he adds, "And there is a fad now of putting dresses on small dogs."
He points out that there has been no reported response from the dogs in question, but "It's really about the people, isn't it?"
Best Product
Keeping up with all the new products is a challenge, he says, noting that "the pet business is growing 13 percent nationwide per year. Last year, $36 billion was spent on pet food, supplies, and veterinarian services. The natural food market is growing at the fastest pace."
Mr. Parente believes that Dogs & Cats Rule is unique in the area. "We're set apart. No one else in the area is like us. Our whole focus is on natural products. We are competitively priced, and our goal is to give customers the best product at the best value. We also have a Royalty Club. After people buy $300 worth of items, they will get $10 back.
"I am very pleased with the response," he continues. "We have a lot of regular customers, and it's important to be in the store the majority of the time. People like to talk to the owner. My sister Jo Ann basically runs this store, and we take time to educate people.
"We hope to keep the business growing and we try to do the best we can with old-fashioned customer service and good quality."
Dogs & Cats Rule is open Monday through Friday 10 to 9, Saturday and Sunday 10 to 6. (609) 730-1190. Website: www.reigningdogsandcats.com.
