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PetSmart taps Fitch for new store design


PetSmart is working with retail and design consultancy Fitch to develop a new store environment.

The test store will open in Highland Ranch, Colorado, in fall 2007, and will bring a fresh, new and engaging customer experience to the pet retail marketplace, PetSmart said.

“As the trusted partner to pet parents and pets in every moment of their lives, we strive to have a very personal and engaging in-store experience with our customers,” said Shane McCall, VP, store design and visual merchandising for PetSmart. “We listened to the feedback from our customers and pet consumers in general, and are excited to collaborate with Fitch to create a new store experience rooted in these recent and valuable consumer insights.”

PetSmart said it hopes the new store design will allow it to continue to differentiate its brand as well as test new ideas and experiences to potentially bring to its 1,470 stores nationwide.

“Our goal is to design an extraordinary experience that is centered around the emotional bond we all have with our pets,” said Joanne Putka, design director at Fitch. “The new PetSmart test store design will deliver a fun and friendly space with new discoveries to help our pet parents establish and improve the relationship with their pets.”

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