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Consider Petco the new kid on the luxury retail block. The big-box retailer just moved into New York’s posh SoHo neighborhood with the opening of its flagship Reddy store. A few minutes’ walk from Chanel’s Atelier Beauté and Louis Vuitton’s SoHo location, Reddy is, well, ready to welcome the high-end shoppers the neighborhood is known for attracting.

The store is dedicated to Petco’s exclusive premium dog lifestyle and accessories brand, Reddy, which was “inspired by millennial urban pet owners looking for high-quality, innovative, functional and sustainably made products for their pets,” according to company officials. The store’s assortment features dog apparel, collars, leashes, harnesses, beds, bowls, feeders and travel accessories. Customized services like a fitting station, an adventure concierge who will help pet owners to plan activities with their pets, and personalized pet tags and on-site product monogramming are also on offer.

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The Reddy brand “was built with the urban millennial in mind, who thinks of their pet as part of their family and wants to take them on their adventures with them,” Nick Konat, Petco’s chief merchandising officer, told Forbes. “What better place to speak to that guest than in New York and SoHo in particular.”

In fact, it turns out SoHo is already home to one such retailer. Less than a 10-minute walk from the Reddy store is Zee.Dog, another brick-and-mortar that focuses largely around a singular brand dedicated to “connecting dogs and people.”

“Dog accessories have never been sold or used as products of expression, products that showcase the extension of your lifestyle just like the shoe you wear, the pair of jeans you buy and the watch on your wrist. Why? Because they never existed. Until now,” Zee.Dog’s website states.

Zee.Dog designs and builds products “of expression, ones that help make your life and your dog’s that much cooler,” according to its website. The boutique’s product assortment includes leashes, harnesses, collars, toys, bowls and other accessories.

Meanwhile, across the East River, Gone To The Dogs, an e-commerce purveyor of artisanal and earth-friendly pet goods, recently opened its first brick-and-mortar shop to serve the trend-conscious clientele in its Park Slope, Brooklyn, neighborhood with a lifestyle-focused assortment.

The company, which “harnesses the talents of artisans and makers from Nepal to Cambodia and Peru to Harlem in creating one-of-a-kind products, including handmade toys, wearables and leashes for dogs,” was founded in 2020 by Santos Agustin and Jennifer Wong with the goal to provide an alternative to mass-produced dog accessories sold at big-box chains.

Reddy, it seems, is hot on the heels of independent pet boutiques also catering to discerning urbanites. And if the SoHo store is a hit, Reddy locations in other cities could follow, according to the Forbes article.

With Reddy, Petco is tapping into several trends that have been fueling the pet industry for years: humanization, premiumization and customization. Of course, independent pet retailers are the pioneers of these trends. And while Petco isn’t re-inventing the wheel with its high-end boutique concept, the retailer’s confidence in Reddy’s brick-and-mortar brand might be indicative of a broader industry trend: the revitalization of the luxury pet boutique.

Pet ownership showed continued growth during the first half of 2021, and pet owners continued to spend at unprecedented rates, according to the American Pet Products Association (APPA). So, it certainly seems the market is ripe for more high-end brick-and-mortar pet shops. With Reddy, Petco’s timing might be just right.