For many of our customers, dogs are a natural part of the family, says Susanne Andersson to Ehandel.se.
Taking care of them is already part of everyday life – from walks and baths to keeping the home fresh.
The Dutch company has historically built its business around products related to beauty and the home. The move to now also develop articles for pets is about the company wanting to be part of more moments in customers' daily lives.
We have always believed in making everyday routines more meaningful, and therefore Dog Care felt like a natural extension of our philosophy around well-being, she says.
The collection has been developed to add a little more care, comfort and joy to the moments people share with their dogs.
A growing premium segment
The market for pet accessories has undergone a noticeable change in recent years. So, the choice fell on a dog collection for a reason. Owners are spending more and more money on their four-legged family members, and consumer demands for design and function have increased accordingly.
The company identified a gap in the market where their current brand profile fit in.
We are seeing growing interest in premium products within pet care, and we wanted to explore how our approach to well-being could be translated into the category in a way that feels relevant to our customers, says Susanne Andersson.
The products were developed based on the daily needs of pet owners. The goal was simply to make recurring routines such as washing and cleaning blend into the Rituals world.
The idea stemmed from the care routines that people already share with their dogs, from coat care and bathing to freshening up the dog after a walk and keeping the home clean, she says.
With Dog Care, we bring our approach to care and well-being into these moments in a way that feels useful, warm and true to the brand.
Stepping into the pet market may seem like an unexpected step for a retail chain associated with skincare and fragrance sticks. But exploring completely new product categories is a central part of how the company builds its business.
Expanding the range
Dog care is, of course, something new for the chain, but testing unproven ground is nothing unusual for the company. The assortment has grown over time from body care to also include home decor and cleaning products.
This is our first collection created specifically for dogs, but taking the Rituals philosophy to new parts of everyday life is nothing new for us, says Susanne Andersson.
The idea is to apply the same concept to new areas in order to become a bigger part of customers' lifestyles.
Over the years, we have broadened our offering from body and home care to beauty, well-being and lifestyle, she says.
Dog Care is another step in that direction, with a focus on the care routines that people already share with their dogs.
When e-commerce companies break new ground, it is a common strategy to first release a limited edition to test the waters. But when it comes to dog care, the company has chosen a more long-term approach from the start.
Here to stay
Instead of testing with temporary campaigns, Rituals chooses to make the new dog collection a permanent part of the regular range directly.
Dog Care is here to stay, says Susanne Andersson.
With a complete collection of care products, gift sets and accessories, this is more than a playful launch. It gives us a strong foundation to build on Dog Care as a new part of our assortment.
The launch is therefore not seen as a short-term test. The company believes that dogs today are seen as a natural part of the home. The range is also intended to function as gifts, which means that they are also targeting customers who do not have dogs themselves.
We would not describe it as simply testing a new and fun market, says Susanne Andersson.
The collection certainly has a playful side, but it also reflects how people are increasingly seeing their dogs as part of their lifestyle, their home and moments they appreciate in everyday life.
The investment thus falls into the ambition to connect the practical needs of everyday life with the company's strong profile as a gift shop.
For us, Dog Care unites care, gifts and products for daily use in a way that feels true to Rituals, concludes Susanne Andersson.