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Rens Pet Depot—It’s Not “Just” a Pet Store—It’s a Passion
www.renspets.com

FEATURED AUTHORIZED DEALER FOR MAY 2008

Everyone knows it’s wise to diversify your financial portfolio for maximum return, but in talking with Colin Job of Ren’s Pet Depot in Oakville, Ontario, you realize that diversifying is also a great strategy for a pet store.

Ren Job, Sharon Job,
Terina Lemon and Colin Job

Rens is into so many facets of the business, it’s inaccurate to label it “just” a pet store. Founded as a feed company about 35 years ago by his father, Ren, the company does a wide range of business in mail order, e-commerce, traditional pet retailing, and, uniquely, with 20 Canadian zoos.

The company also does a bang-up job with groomers, supplying 4-liter shampoos, clippers, combs, brushes, tables and related professional grooming items. But wait, there’s more. They are also distributors for mom and pop pet shops and variety stores. To further their ability to provide everything, they do their own direct importing from China in a variety of products.

The family is well into its third generation in the trade. Colin’s grandfather, Walter, owned J&L Feeds in Burlington.

Colin explains the diversity came somewhat naturally as his dad’s feed store gradually expanded its clout in the marketplace to the extent that it was able to buy direct from manufacturers. The pricing advantage enabled the company to distribute to other stores. The company evolved about 15 years ago into the pet store format of today. Colin’s been running the operation for more than a decade now with his wife, Terina.

Rens Pet Depot is clean, well
organized,and has everything

And it’s not done growing. The Oakville store is a 6,500 square foot operation with a 20,000 sq ft warehouse. Two years ago, the Aberfoyle store opened, with 7,000 sq ft of retail space and a 2,000 sq ft training hall. Beginning in May, Colin will break ground on a massive 26,000 sq ft office-warehouse complex. It’s scheduled to be completed in October.

Dog Gates, not Crates

Rens carries a whopping 18,000 SKUs, while he estimates most of its competitors carry about 8,000. He turns it into a huge competitive advantage.

“For example, we’ve got more than 50 different kinds of dog gates,” Colin said. Re-reading the notes for this story, it was first thought that the word gates was misread for the more credible “crates,” as that seemed a more logical choice for a deep selection.

But a check on the company web site proved Colin’s assertion. They’ve got everything, to the point where you’d want to italicize the word everything for maximum emphasis.

“We’re a destination store—people drive about 1 to1-1/2 hours to get here.” And when they come, they come to buy, he said--they’re not there to browse the aisles. Ren’s enjoys a significant referral business as pet stores from miles around inform shoppers that all roads lead to Ren’s if the customer can’t find something locally. The booming business requires Colin to employ 42 persons at Oakville, and 9 more at the Aberfoyle store. The store enjoys such a reputation that Colin is able to attract and handpick key staff members from around the pet industry. Colin said business has doubled over the past five years.

People Make the Difference

Ren's staff is well-trained
and customer-oriented

“I’ve got 3 solid managers that came from other businesses. They’re all young and have the same drive I have, and they all go above and beyond the call of duty to get things done,” he praised. The crack lineup he’s referring to are Steve Botelho, Retail Manager and Marketing Exec, Rebecca Stanley, Mail Order Manager, and Ryan Doyle, Warehouse Manager.

He describes his other employees as being loyal and long-term, which is another advantage. He’s proud of the fact he can offer a health benefits package to his employees, as rare in Canada as it is in the States.

The most loyal, however, is wife Terina, whom he describes as his “right hand.” She’s responsible for inventory management, pricing and market research. She has about 15 years experience in the pet industry.

Colin’s dad, Ren, is somewhat in the background these days, and spends winters in Florida (though he’s still a retail wizard to be reckoned with). “He’s the one I can bounce stuff off of,” Colin said, when considering the next move in the three-dimensional chess match that characterizes the constantly changing retail pet trade.

On the rare occasions he’s not at the store, Colin can be found “up north” in his cottage, where he enjoys riding ATVs, boating and snowmobiling. It’s good for a change of pace, but he can’t get the pet business out of his blood—“that’s my real passion,” he said.

Not too long ago, a local newspaper article described the roots of his passion—“Growing up, I spent a lot of time at the store. I used to ride on the trucks with the drivers and give them a hand and wait on customers in the store. I’d help out everywhere, from slugging feed to unloading trucks, whatever it took, and I still do that today—it’s what you have to do”.

Visit Ren’s on the web at www.renspets.com.

May 15, 2008