With more than 250 stores in Finland, Sweden and Norway, Musti Group is an important player in the Nordic countries.
Unique customer experience
The retail business model is to create seamless customer experience through an omni-channel strategy and building services under one concept. The strong store network in every country is supported with online stores.
The web platform also makes it possible to present a wide assortment for special needs, meeting the high expectations of the Nordic pet owners. Big flagship stores are located in retail parks and the store concept is also adjusted to smaller stores, located either in shopping centers or ‘pre-grocery’ locations. The Musti Group’s business concept also includes Trimmis Pet Spa grooming services. The modern store concept, with a Nordic look and feel, provides an excellent platform to present a wide assortment of high quality pet specialty products.
The range covers food and accessories for dogs, cats and small animals.
“Our range starts from the quality, where grocery ends,” says Elli Holappa, commercial director of the Musti Group. The product range covers well-known global brands and its own brands.
“Through this assortment strategy, we are able to differentiate our offering from the competitors and offer a unique range of products, as well as the well-known global brands,” she continues.
A sustainable world
During the last few years, the company has also been putting efforts into sustainability and CSR. The Musti Group is a member of BSCI and the UN Code of Conduct and the majority of the suppliers are compliant with the BSCI standards and have agreed to abide by the global code of conduct.
“Today, our Nordic consumers are becoming increasingly aware of the environmental issues, and transparency in sourcing is everything. We are seeing growing trends in organic feeding and sustainably and locally sourced products. People are also asking for recyclable packaging for pet food,” says Annika Lundström, Product Group Manager for feeding categories.
Transparency in pet food raw materials is crucial, as well as openness towards the country of origin of products and raw materials. Consumer behaviour is also revealing increasing interest in pet supplies manufactured from recyclable raw materials.
“As a company, we have decided not to continue sales of silica cat litter any more. We know that the manufacturing process has a huge environmental pollution impact, and is also a health risk for the factory employees in China. We want to take a sustainability standpoint on this, and raise awareness among cat owners,” Elli Holappa continues.
In Sweden and Norway, the year 2017 has been a year of expansion. During the last few months, the Musti Group has acquired a Swedish chain of twelve stores under the brand name Djurkompaniet and strengthened its position on the e-com market through the acquisition of Vetzoo and Animail, the largest online pet retailers in Sweden.
2017 has been also a year of prizes and nominations. The company’s business in Finland has been rewarded with several different prizes; Musti ja Mirri has been selected as the best Finnish Retail concept of the year. The company was also rated the best customer experience in Finland, and was in second place, when the annual Great place to Work evaluation for large companies was announced.
The company has put a lot of effort into employee satisfaction while focusing on excellent customer service and creating added value for their customers, which has been acknowledged with these awards.
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