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Bentley's Pet Stuff Moves into Denver


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Bentley’s Pet Stuff—the Chicago area pet store featured on CNBC reality show “The Profit” last year—has been on a huge expansion drive ever since, moving from their home base into other cities.  

On the show entrepreneur and host Marcus Lemonis agreed to back Lisa and Giovanni Senafe’s business, which focuses on natural and healthy food. At that time the Senafes had eight stores, named Bentley’s Corner Barkery.

Recently, the pair now has taken over Denver-based Natural Pet Marketplace, which has three stores in Colorado and will be renamed Bentley’s Pet Stuff.

Bentley’s has also moved into Milwaukee, where they acquired The Natural Pet, a leading local pet products store. Plans are in place to renovate and expand the current facility over the coming months.

The previous owner, Kim Hecker, opened The Natural Pet in 2003. Hecker and staff will continue to work at the newly merged business to assist with the rapid expansion of the Bentley’s Pet Stuff brand.

“With 12 new locations in the works for the Milwaukee area, we are extremely proud to expand our portfolio with The Natural Pet location and look forward to continuing to serve the greater metropolitan area with the same exceptional service customers have become accustomed to,” said Lemonis.

“Consistent with our prior acquisitions, we expect this new location to highlight our commitment to promoting healthful foods and treats for the well-being of animals,” said Lisa.

In February, Bentley’s announced its first Milwaukee-area acquisition with the purchase of Pet Outpost.

They also are planning a similar expansion in Colorado from the three stores they have acquired.

“Colorado has been in our top three states for expansion,” Giovanni said.

The plan is to have eight more stores in Denver area by the end of the year, according to the Denver Post.

Denver’s Natural Pet Marketplace is owned by Tim Peterson, who also owns Wild Calling pet food company.

“As that was growing for him and growing fast, the retail store obviously became a second thing for him,” said Giovanni, adding that the acquisition moved quickly because “we were a retailer he knew, and he was a brand we trusted.”

Back in Chicago they have added Zoey’s Eatz and Treatz, an 8-year-old business in Willowbrook, Ill., and Dogaholics in the Chicago Lakeview area.

Both stores will be remodeled but the staff will remain.

“We’ve had this (growth) plan in place,” Giovanni said. “There was a lot of consolidation on the distributor end, which made it difficult on our end. Our goal is to keep great people in the industry but take all the stuff they don’t like doing off their shoulders, like bookkeeping and dealing with landlords.”

Bentley’s Pet Stuff’s mission is to sell natural food, pet care essentials, toys, grooming products and treats. The company focuses on the three critical elements in caring for pets: to nourish, energize and reward.

“The businesses acquired by Bentley’s Pet Stuff know that we will honor their mission and history in our commitment to promoting healthful foods and treats for the well-being of animals,” Lisa said. “We look forward to discussions with additional small business owners that might be concerned about managing inventory, handling taxes and dealing with landlords to see how Bentley’s can be of assistance in their communities to continue to offer the best, quality products to their four-legged friends.”

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