Ira Goldfarb's Doggie Style alternation of pet aliment and pet artefact aliment affairs 5 new locations in burghal Philadelphia this year. One will accessible abreast the Wegman's in Warrington on May 24th; others are planned for Paoli (June), South Street (August), and Pennsylvania Absolute Acreage Investment Trust's Moorestown Capital (September) and its Voorhees capital (October). That's besides the 6 aliment this five-year-old alternation now runs in Philadelphia, one in Montgomeryville, and two in the Baltimore area.
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There's additionally a franchised store, Doggie & Kitty Style, in Haddonfield, area the aboriginal name was advised too graphic.
Shelves are lined with adorned collars and Chinese costly bite toys, but "our cardinal one seller" is dog aliment - exceptional brands like Innova Evo, California Natural, Merrick, Wellness, Solid Gold, which amount added and leave abate accumulation margins, "but they're healthier, you'll charge the vet less," Goldfarb told me in his appointment aloft the funky-chic Doggie Style at 315 Market. He says the brands he stocks accept beneath amoroso and blah than Purina, Pro Plan and added accumulation bazaar best sellers: "The bazaar stuff, it's like bistro McDonald's all the time. It's why so abounding dogs are obese."
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Besides Doggie Style, Goldfarb additionally runs his own distributor, United Canines, from a barn on American Street. He started it six months afterwards aperture the aboriginal abundance abreast Rittenhouse Square."When we looked at the market, we saw an opening. Retailers were gouging." With his own distribution, "we can advertise affection articles at beneath than the amount of the boutiques, and action some of the aforementioned articles you see in (national chains) Petsmart or Petco at the aforementioned or bigger prices... I am hiring constantly." He's self-financing the expansion; the firms use Nova Bank's city annex for acclaim cards and added transaction services.
Goldfarb and his accomplice and "chief operating officer," Claudia Gutierrez, own Chloe, an English bulldog; Bella, a "rescued Chihuahua mix"; and Sassa, a rescued cat. He credits Claudia's babe with the abstraction for Doggie Style's admired charity, "Oporation Ava", which solicits donations for vet affliction for unemployed pet owners.
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Dog buying was the key footfall in Goldfarb's change as a pet entrepreneur. Growing up in New York, Goldfarb's immigrant parents forbade pets; he grew up to accomplish the Leather and Fur Co. accouterment chain, including a Philadelphia store, afore he awash it and went into the advice tech business at the end of the 1980s. He developed Infocus LLC, an optometric administration software firm, and awash it to TLC (The Laser Centers) in 1999. He awash Center City absolute acreage in the bang years, again started Doggie Style, which won a "Retailer of the Year Award" from Pet Artefact News by accretion during boxy business altitude in 2009.
Goldfarb wants to be the local-favorite Genuardi's or Clemens' of Philadelphia-area pet suppliers. Or maybe the Trader Joe's: "We're activity to be civic - we'll be all-embracing in the abutting three to bristles years."
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Published: May 12, 2010 — 1:33 PM EDT
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