In 2017, Beaphar celebrated its 75th anniversary. PETS International spoke to director Daan Aa, who is the third generation in this family-run business, about family values and future developments in the pet sector.
A strong international team
To celebrate the impressive company milestone, all 500 or so employees were invited to a big party. Celebrating together is typical of the warm atmosphere that prevails in the company. “Of course, not everyone knows each other at a gathering like that, but we all feel engaged with the Beaphar family,” says Daan Aa.
The company combines its connecting core values with international ambition. For example, last year an international marketing department was set up, with the emphasis on strengthening the brand personality and on international recognition of the brand and its products. There was also investment in further developing the R&D department. A lot of hard work is going into achieving Beaphar’s objective of being the European market leader for over-the-counter healthcare products in speciality pet shops by 2025. In so doing, the company still sticks to the approach that Bernard Aa, Daan’s grandfather, adopted when the company was founded, only with more emphasis on pharmaceutical products.
Humanisation and the future
Daan does not expect any further major innovations at product level: “Everything for pets has already been developed. We will mostly see existing products being improved and developed further.” He is very clear when it comes to the much-discussed omnichannel approach: “There is certainly still a future for pet shops, even with the emergence of large online players.”
However, he does think that the focus on a long and healthy life for pets will remain a theme, just as it has been throughout his grandfather’s and father’s generations. “No one understands the importance of family better than Beaphar. The trend towards a pet as a member of the family will only grow stronger, particularly in the healthcare industry.”
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