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Animali che Passione, the new brand for Gruppo Selex

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A new brand for the third largest Italian group in the modern retail industry  joining the pet store world. “Animali che Passione”  is the result of market studies and analyses, medium- and long-term plans, but also of the significant experience of some Selex partners who are already successfully operating on the pet market.

Thanks to this opportunity, two market leaders like Megamark and Super Elite have brought their know-how to the field to bring to life into a comprehensive project. This expertise is combined with Selex’s role of commercial and marketing coordination in order to provide a uniform approach across the entire network. The result is a concept that places pets and their needs first, focusing particularly on man’s ‘best friends’, namely dogs and cats.

From food to hygiene and accessories, proposing niche items and products to respond to multiple needs, “Animali che Passione” will offer between 8,000 and 10,000 items from the best in specific industrial production.

In terms of services, many plans are in the finalising stage, for example, a grooming area and events at the point of sale managed by trained staff who have attended specialist courses.

The inauguration of the first store was held on 27 September, hosted by Il Gigante, in a space of more than 500 sq m, at the shopping centre La Corte Lombarda in Bellinzago Lombardo near Milan. Other stores are already scheduled to follow in 2019.

At the same time, with the inauguration near Milan, “Animali che Passione” also becomes the payoff for another two brands that are already on the market. The first, “Joe Zampetti” by Megamark in Puglia, should reach 10 stores by 2019, expanding even outside of this region. A franchising project of the same name will be launched in 2019 involving points of sale in the supermarket channel according to a consolidated strategy. The second brand, “Elite Pet” by Super Elite operates in Lazio. There are already three “Elite Pet” stores near Rome with another two new stores scheduled for the end of 2018.


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