(Published in July 2007)

Dog Tired
Canine bed sales can be top dog in your store if you dig inside the category.
By Scott and Ann Springer

Consumers want to offer their dogs the same comforts of home they would afford to any other member of their family and they don't skimp when it comes to beds.

These days, man's best friend gets to snuggle up for a good nights rest on high-end fabrics like jacquard and micro-suede filled with orthopedic liners or top of the line hypoallergenic fillers, says Darcy Howen, the owner of Petland in Rockford, Ill.

"It's important for all animals to have a bed of their own to give them a secure place," Howen says.

In fact, some dog owners buy multiple beds to give their pets a place to rest no matter what room in the house they're in, according to Richard Shiu, the owner of Best in Show, a retail shop in San Francisco, Calif.

"On average, most customers have at least two beds," Shiu says.

Need to Know Basis
The No. 1 thing a retailer needs in order to increase sales of dog beds is an understanding of the materials and their durability, says Brad Kane, the director of pet bedding for the Arlington, Texas-based manufacturer Petmate. "You have to have some understanding of the construction of the bed itself to then turn around and help the consumer pick a bed to fit their needs."

Shiu and his staff believe the key to super sales in this category is to be extremely knowledgeable about the products.

Retailers need to look at the workmanship, fabrics, and overall quality of the beds, Shiu says.

Materials. Most consumers aren't interested in the science and technology of the inner materials of their dog's bed, but they do want to know what their beloved pooch is resting its head on at night, Kane says.

"I'm not sure a consumer goes in to their retailer and really wants to know all the details," Kane says.

In fact, the first thing a dog owner looks for is the comfort the bed fillers provide. "They interact with the bed and say to themselves, ‘If it feels comfortable to me then it will be to my pet, too,'" Kane says.

A commonly used fill for dog beds is polyester fiber, made from recycled plastic bottles, Kane says.

Not only are these beds hypoallergenic but they're considered to be environmentally conscious as well, Kane says.

"However, this is not necessarily the highest-quality fiber," Kane says.

Siliconized spring-wound fiber beds help some beds keep their bounce after several washings or hours and hours of naps, says Brian O'Donnell, the vice president of sales for Snoozer Pet Products, located in Greenville, S.C.

"It doesn't matte down as quickly as other polyester fills," O'Donnell says.

Other beds are constructed with scraps of fabric or ground-up foam. "These fills are associated with more dust, aren't hypoallergenic, are typically less resilient, and don't hold up as well," Kane says.

Orthopedic foam, which uses eggshell construction, provides a pet with better circulation because of the pockets in its design, unlike a flat piece of foam, Kane says.

"Memory foam or Tempur-Pedic beds are popular because that's what a lot of consumers have on their own beds and they want it for their pet, too," O'Donnell says.

Cedar is still used in some beds to repel insects and odors, O'Donnell says.

Anti-microbial fabrics are also becoming must-haves for pet owners. Some manufacturers add microban, which inhibits growth of bacteria, to the dyes in order to imbed the coating into the bedding fibers. In the past, microban was simply sprayed onto the bed.

"Consumers are now more concerned about bacterial growth," Kane says.

Design. Consumers want beds that not only rival the comfort of their own bed, but match the interior of their home also.

"Color and shape are big factors for customers picking out a bed," Howen says. "Having a great variety is the best thing you can do to satisfy the tastes of all of your customers."

Howen carries about a dozen beds in all types and styles, from four pedestals to brass framed. "I like to have all facets of price and practicality," Howen says.

High-end fabrics, such as micro-suede, micro-terry, and chenille are top on the list of construction materials for pet beds while traditional sheep skins and poly-cotton fibers are out.

"The trend is in higher-end materials," Kane says. "Consumers are looking for comfort, luxury, and indulgence."

However, not all high-end fabrics were created equally. "The higher the quality, the better it will wear," O'Donnell says. "Usually the weight of the fabric will tell you a lot about how high quality it is."

Just like sheets, bedding materials have different densities and thread counts, so be sure and ask manufacturers about the quality of the products they've used, O'Donnell suggests.

Young dogs love to chew and consumers may ask for fabrics such as Cordura that are tougher on big chewers, O'Donnell says.

Embellishments and stitched patterns are also flourishing in this category because they help beds to look more like a piece of furniture, Kane says.

Some consumers also demand versatility, so manufacturers are providing beds that fit in kennels while still being luxurious enough to be a stand-alone bed, Kane says.

Construction. "You have to look at the overall construction of the bed," O'Donnell says.

Look for overlocking seams, like those you'd see on the inside of a pair of Levi's, O'Donnell says. "It keeps it from fraying and pulling apart."

Ask what material the zippers are made from. "Brass zippers will last longer than plastic zippers," O'Donnell says.

Consumers want products they can unzip and wash as needed, so be sure the dog beds you stock are easy to take apart and withstand a beating in the spin cycle. "'Is it washable?' is the question I get the most from customers," Howen says.

"Low-quality fillers don't bounce back," O'Donnell says. "Cheaper fills bunch up or ball up and no longer offer support to the pet."

Look for manufacturers who stand behind their products long after the pet has started to slumber on their products.

"Ask them if they offer an unconditional guarantee on their products," O'Donnell says. "The manufacturer should stand behind the retailer and partner with them."