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First Look: Petco opens new, experiential Reddy store concept in NYC

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Petco Health and Wellness Company has debuted its first-ever store devoted to a single exclusive brand — and to one animal.

The retailer has opened Reddy, the first freestanding retail location for Petco’s premium owned-brand for dogs, Reddy.  Located in Manhattan’s Soho district, the store is designed to offer an elevated shopping experience with curated Reddy merchandise and an array of exclusive, pet-centric experiences. Launched in 2018, Reddy has became one of Petco's most popular brands, particularly among millennial urban consumers, according to the company.

The new Reddy store has an urban boutique feel, with an industrial design and enhanced by Reddy's signature bold color palette, patterns and textures. In addition to a broad assortment of Reddy merchandise across apparel, accessories and supplies, the store provides several interactive experiences and amenities, including:

• A fitting station where customers can get “the perfect look and fit” for their pet , as well as custom services such as personalized pet tags and on-site product monogramming, plus phone charging stations at the customization table; 

• Exclusive, complimentary amenities for pets, including sanitary water stations, a "treatery" and whipped cream cups for pups; 

• A JustFoodForDogs fresh nutrition station offering a range of high-quality dog foods and treats formulated to meet specific, critical nutritional needs, as well as a variety of supplements to help boost pets' health; and 

• Instagram-ready walls, a "Bark Board" for community updates and a pet polaroid wall.

Other features include a lounge area with free Wi-Fi and, in the coming months, an “adventure concierge” for customers to plan activities with their pets, along with a calendar of recommended monthly activities in and around the city.

"Reddy's growth and popularity among active and trend-forward pet parents has been steady since launch," said Nick Konat, chief merchandising officer, Petco. "And it's only accelerated over the last 18-plus months as millions of pet parents are exploring outdoor activities and taking their pets with them wherever they go. This first-of-its-kind boutique will continue fueling that exploration by giving New York City pet parents a hub to bond, recharge and find the latest must-have gear to style their best lives together."

[Read More: Petco offers pet owners free virtual training]

In the coming months, Reddy SoHo will release new products exclusive to the store.

Petco operates more than 1,500 Petco stores across the United States, Mexico and Puerto Rico, including a growing network of more than 150 in-store veterinary hospitals.

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