Iper La grande i rebrands its pet business
The Italian hypermarket chain expands its product portfolio to more than just food.
Iper La grande i has changed the name of its pet retail spaces from Pet Food Store to Pet Store to elevate the business.
The change reflects the company’s focus on stocking pet products beyond food items, including an assortment of accessories, clothing, cushions and pet services.
“We introduced a new logo that has been optimized for better readability and features a more contemporary and impactful style,” Rosa Tufano, shopper analyst at Iper La grande I, tells GlobalPETS.
Iper La grande i, founded in 1974, is a subsidiary of consumer product distributor Finiper Group. The hypermarket chain is headquartered in Milan and has 22 stores across 4 regions in Italy.
How do the new stores look?
The rebranding also extends to the stores’ appearance. For instance, the new Pet Stores feature a dynamic look with wood and steel interiors, lively and iridescent display cases, LED lighting, colored plexiglass and elements covered with a dichroic finish.
Stores will offer product testing to enable customers to choose products best suited to their pets’ needs. A section for pet clothing will also be available, offering pet parents a dynamic range of the latest fashion trends and accessories for various occasions.
“The rebranding has significantly impacted [in-store] communication, space management, product sequencing and [the] customer shopping experience,” explains Tufano.
The Pet Store located in Milan’s residential district was the first to adopt this rebranding in May.
Shopping routes
Iper La grande i has installed a traditional shopping route or “spending path” characterized by large aisles dedicated to food products, games, accessories and special dietary products for cats and dogs.
This includes accessories, personalized food options tailored to pets’ sizes and ages, as well as products categorized by price and designed to address specific veterinary conditions.
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