Dog Gone Good: Internet Retailer PupLife Reports a 32% Sales Jump in March Due to Rebranding Efforts and New Focus on Designer Dog Supplies

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Internet retailer PupLife reported a 32% gain in sales for the month of March. The online company attributed the gain to a mix of factors, including a successful rebranding effort, several new website features and a U.S. consumer that appears to be returning to the designer dog supplies market.

PupLife - Designer Dog Supplies

PupLife - Designer Dog Supplies

Smart shoppers are finding that cheaply made dog products can often end up costing more down the road, and are not the best for their dog. High quality designer dog collars and dog beds can end up being a better bargain over the life of your pet.

Internet retailer PupLife reported a 32% gain in sales for the month of March. The online seller of designer dog supplies attributed the gain to a mix of factors, including a successful rebranding, several cutting-edge new website features and a U.S. consumer that appears to be returning to the premium quality dog supplies market.

PupLife is a pure-play online retailer (meaning no physical storefront) that after successfully navigating nine years in the business, is betting heavily on the return of the upscale customer. PupLife's co-founder, Eric Houtkooper, returned as President in late February and he quickly shifted the company's focus to more design oriented dog products. The gamble paid off. "We're encouraged by the growth of the pet sector as a whole, but also by the indications that people are willing to spend more on their dogs again as the economy slowly rebounds" remarked Mr. Houtkooper. "Smart shoppers are finding that cheaply made dog products can often end up costing more down the road, and are not the best for their dog. High quality designer dog collars and dog beds can end up being a better bargain over the life of your pet. Plus, they look and perform better, giving you and your pet a better experience along the way."

PupLife is a multi-channel retailer selling high quality dog products, with a growing stable of independent designer brands. Larger, more established brands such as West Paw Design and Bowsers are highlighted on the site, but they are increasingly mixed in with up and coming design houses such as Lucky Pup Dog Tags and Flying Dog Collars. "We are finding that customers increasingly come to PupLife for uniquely cool dog supplies that they can't find in brick and mortar stores or the online mega-sites that increasingly sell everything from books to car parts. PupLife specializes in discovering up and coming dog supply companies and featuring them on our site. We're dog people at our core and we always will be."

Apparently, PupLife's strategy of evangelizing smaller independent designers is working. PupLife reported a 32% sales jump from February to March and the company's average order size has increased dramatically over the last year. PupLife C.E.O. Leslie Hayes lauded the success of their recent rebranding effort. "We shifted our target from a broader demographic to one squarely focused on premium quality dog supplies in February. We launched our rebranding campaign (including our new logo and color scheme) without a ton of fanfare, because we wanted to keep the comparisons honest. We were surprised to see sales numbers jump immediately, including some that have been our highest since Christmas. Purchases of our dog bowls and designer dog tags have been especially strong this Spring, as people look to upgrade the basics, but with a bit more style this time around."

PupLife also has been testing out a variety of trend-setting new features on their flagship site, PupLife.com. "The most exciting for us has been the ever present toolbar" stated Eric Houtkooper. "This is a bar that sits along the bottom of the browser, with a search box and live chat window always at the ready. We use this to serve up unique messages and offers, based on a variety of factors - personalizing the customer experience. We want every one's experience at PupLife to be a great one and we'll use whatever technologies we can to make that happen for them," stated Eric Houtkooper.

With a new focus on luxury dog products and an ever expanding toolkit of cutting edge e-commerce features, PupLife continues to look like an internet retailer to watch. In fact, the company has secured new office space in the Holland, Michigan area and has been adding to its staff. "We will continue to add more members to the team in the months ahead" stated Mr. Houtkooper. "Our goal is to keep ahead of the growth so we never experience a let down in customer service. The more orders we get, the more we know we need to stay on top of customer service. We think that every dog deserves the best and we're going to doing everything we can to make that happen."

About PupLife
At PupLife, we are changing the way that people shop for America's best friend. We find uniquely cool dog products that you won't find in the big box stores and bring them to you at great prices. Designer dog collars, artisan-crafted dog tags and upscale dog beds are just a few of the amazing products you will find at PupLife. Online since 2003, we are committed to quality and it shows. Because at PupLife, we believe that your dog deserves the best.

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Chip Green

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