Mishel & K is one of the major companies in the Russian pet market. They operate in all segments: exclusive imports and their own production, distribution and retail.
Broad range of pet products
In 1996, a group of associates and enthusiasts led by Victor Volovik and Zulfiya Sabirova started Mishel & K.
Their wholesale business grew to cover the whole of Russia.
Mishel & K exclusively imports a range of pet food and pet supplies brands from Europe and China. The company also produces pet supplies of its own brands in China and Poland under the brand names Everyday, Clean Tail (pet hygiene goods), Katsu (harnesses and beds), Homecat (litters and accessories), Mimi Litter (cat litter), and Mon Tero EcoToys.
The sales geography of Mishel & K covers the whole of Russia. They are suppliers to wholesale companies, retailers, veterinary clinics and pharmacies as well as to breeders, and it cooperates with major grocery chains.
Its two large high-tech warehouse complexes (‘North’ and ‘South’) enable the company to ship orders on the same day they are placed, or the next day at the latest. Speed is very important in the extended metropolitan area of Moscow, the Moscow region and more distant regions.
The company also runs a retail business: the Zoogalereya pet retail chain of ninety stores in the Central Federal District of Russia. Additionally, the group includes the Demetra Company, which carries out strategic tasks both on aquarium product sales and Vitakraft bird and rodent food sales all over Russia.
Mishel & K actively implement and use up-to-date technologies: WMS warehouse management system, CDC monitoring logistic programme for tracking online the status of collected, shipped and delivered orders, the exact location of the delivery vehicle, and also the EDI system of electronic document exchange for suppliers and customers.
Mishel & K organizes marketing events for product promotion, develops loyalty programmes, and organizes training sessions. The company exhibits in major trade fairs, such as ParkZoo in Moscow, Zoosphere in St. Petersburg, and in the largest pet shows: Russia and Eurasia Dog Shows, and the Grand Prix Royal Canin cat show.
Mishel & K is open to cooperation with new foreign partners to import the most innovative and popular pet products for the Russian market.
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