We kick off the first of our monthly authorized dealer feature series with one of the more unique stories in the trade—Mutts and Butts out of Merrick, Long Island.
Mike Silverman
Let’s flashback to 1977, and Mike Silverman, not long out of college, joins the family business--a gas station with a separate beer and beverage store located next door. Soon, he started selling cigarettes and pet food in the gas station bay, a seemingly strange mix, which he explained by saying “The beer customers wanted cigarettes and I’ve always liked animals, so I put in some cat and dog food and some other supplies.”
As time and his business plan evolved, the pet side of the business grew due to his skilled stewardship. (However, the gas station and beer store are no longer operating.) He currently operates a 9,500 square foot pet store at the location.
“I love the customers,” Mike said, noting that over the years, pet owners have become more knowledgeable and are looking for higher quality food for their animals.
“They’re asking a lot more questions than they used to, especially after the food recall,” he said. Silverman stocks a wide variety of pet food brands, including Wellness, Nova, Eagle, Timberwolf, Blue Buffalo, Solid Gold, Nutro and Biljac.
So, how does one go about establishing a successful pet supply business?
“The keys to our success is that we have knowledgeable, friendly help.
We’ve got a very good training program,” he said, noting that he has several long term employees among his staff of 7 full-time and 16 part-time.
In early May, we sent Coastal Pet’s Lisa Michaels to reset the collar and lead wall. She added weight to Mike’s assertion about knowledgeable, friendly help.
“I was impressed by how personable everyone was,” she said. “I remember Carrie, the manager, had bought small dog-shaped planters and placed nice little plants in them as gifts for Mother’s Day. It was a nice touch.”
She also recalled the great product selection throughout the store and how neat and orderly everything was.
