Retail update: Das Futterhaus launches online shop

Schleswig-Holstein-based pet retailer Das Futterhaus has announced the launch of its e-commerce website on 3 March.

The German and Austrian online stores make around 5,000 pet products available for delivery to shoppers. Das Futterhaus says its brick-and-mortar locations will remain central, but the omnichannel strategy will help improve its market position.

The online store will add 442 physical locations across Austria and Germany to its portfolio. The brand is well-liked for its physical locations, with a recent consumer satisfaction survey published by Deutschland Test finding that 71.7% of Das Futterhaus customers expressed a willingness to repurchase.

The company recently posted its first-ever decline in sales, and the online shop could help boost that number. The pet retailer also recently digitized its customer loyalty card as part of its modernization strategy.

Omnichannel in Germany

Germans, like consumers in many countries, have diverse shopping preferences. Young people, in particular, have mixed preferences regarding retail channels. Das Futterhaus’s move could help it capture a greater market share by offering purchasing channels for those who prefer to shop in-store and those who buy online.

While the trend in Germany is toward online sales, there’s good reason Das Futterhaus is remaining focused on its physical locations.

Statista data shows that physical stores dominated Germany’s pet supply market in 2023, making up 89% of revenue. However, Das Futterhaus says it has kept its online investment lean.

The company relied on Hamburg-based novomind to implement the site and will use major European distributor Fiege Group for deliveries.