Prins Petfood | NETHERLANDS

Lifestyle for pets

As a family-run business with four generations of experience, Prins Petfoods has seen impressive growth. Having been in business for more than five decades, Prins has expanded abroad in the last two years and currently operates in seven countries. Having set up the EduPet (e-)learning facility in 2013, the company is bringing a new dimension to the world of pet care with ‘Lifestyle for pets’, a multi-channel platform launched in the Netherlands, which has since gone on to seek international knowledge partners.

Unique bridge

Serving as a unique bridge between online and offline, Lifestyle for pets will support physical retail, and is a logical next step in knowledge-sharing, providing high-quality and relevant content that promotes the well-being of all kinds of pets and meets the needs of today’s multi-channel consumers always looking for information. Together with other pet product manufacturers and suppliers, including Beaphar and Bunny Nature, Lifestyle for pets aims to offer pet owners a complete experience that involves far more than just pet food. The platform can be viewed as a community in which pet owners are stimulated to actively participate by creating their own pet lifestyle on the website. 

Experience

The Lifestyle for pets experience comprises an online platform with a dedicated TV channel, an online store and a fast-growing collection of blog articles. Here, pet lovers will find advice, knowledge, inspiration and entertainment. Lifestyle for pets responds to the current wish to share ideas and content on social media like Facebook and Twitter, starting from the costumer’s personalized profile page on the platform. To reach pet owners, the platform is displayed on a special screen in physical stores, together with changing product presentations and informative brochures that tie in with the theme of the month.

Lifestyle themes

Lifestyle for pets focuses on three main themes:

care:    Prevention, safety and life stages

active and fun:   Exercise, play and education

living:    Enjoying time with your pet indoors and out

International business partners

Lifestyle for pets gives its members innovative and inspiring products and services. They are pet products with a specific functionality which stand out in terms of design or practical application. That is why Prins Petfoods aims to collaborate with companies that are aware of current trends such as sustainability, active living and individualization and which use this knowledge in the production of high quality pet products. 

The company likes to involve their partners in providing costumers with information on trends in the industry and qualitative product information, thus fostering active collaborations. 

Aims

The convergence of online and offline will raise consumer awareness and strengthen the concept behind the platform. Lifestyle for pets aims to continuously supply relevant knowledge that will inform and inspire pet lovers and support product sales. And the platform is just the beginning. In the future, the company plans to organize special events in the lifestyle segment of the pet industry to help connect costumers and companies. Furthermore, Lifestyle for pets will publish a magazine with company information, product demonstrations and background articles. Both initiatives will develop closer and more personal relationships with customers both now and in years to come. 

Experience Centre

To make the Lifestyle for pets experience complete, the company has created an Experience Centre at its head offices in Veenendaal, the Netherlands. A visitor centre with a café for pets, a museum and multisensory previews of a future pet care hotel and indoor dog centre. Everyone is welcome to come and discover a future that – if Prins has its way – promises to keep offering more.