Furnishing Felines
Every kitty needs a place to scratch and play.
By Scott and Ann Springer

Scratching on walls or furniture is one of the top complaints cat owners have about their pets, but the remedy is usually as simple as purchasing a piece of cat furniture to tame a kitty's inner beast.

After all, wild cats scratch trees to keep their claws manicured and their muscles toned, says Crystal Hale, the store manager at Pet Quarters, in Newington, N.H. "They will scratch no matter what, so it only makes sense for owners to give them something that's OK to scratch on," Hale says. "If not, they'll do it to their owner's furniture or walls."

Hale feels these products are so important for a cat's well-being she ranks them in importance right after food and water. "Every cat should have some type of product they can call their own and scratch on," Hale says.

Paul Albertson, the store manager, at The Animal Connection II, in San Francisco, Calif.
agrees that cat furniture products are good for a cat's quality of life. "It gives them a space of their own," he says. "It gives them something that is theirs."

These products help cats both mentally and physically, says Holly Aubry, the office manager, for Molly and Friends Cat Furniture Company, based in Gainesville, Fla. "Some cats will even get nervous disorders, or start ripping out their hair or crying if they're not able to scratch," Aubry says.

What's On the Market?
There are a multitude of products to fill these primal needs, so retailers who stock a variety of products in this category should be able to find a match for all of their cat customers, Hale says.

New products on the market include artistically designed, corrugated cardboard scratching posts, exposed wood cat trees, and wall hanging cat shelves, says Josh Feinkind, the president of The Refined Feline, a New York City, N.Y.-based manufacturer.

"There are 60 million households with cats," Feinkind says. "To capture just a small percentage of that market means huge revenue."

With so many products on the market, retailers should carefully inspect products for quality as well as price point, Albertson advises.

"You want something that you don't have to worry about falling apart or falling over," Aubry says.

Hale's consumers are attracted to scratching posts because they are inexpensive yet still effective. She carries multiple varieties of scratching posts, including those with rope around the post for added fun, others that hang on door knobs, and disposable ones made of cardboard.

Height is an important element to a piece of furniture also, Albertson says. "Cats like to go up high and a cat tree or condo gives them somewhere to watch the birds outside the window or gives them a place to perch from," he says.

Traditional-looking carpet covered cat trees remain big sellers, Feinkind says, because he believes many customers don't know they have more options.

High-end cat trees are bigger sellers for Erin Pivonka, the shift leader at IncrediPet in
Lexington, Ky. They bring in even more sales than treats or toys from her cat-owning clientele. "We order really unique items and when people see it on the floor they have to have it," she says.

Beds come in a variety of styles from couches to pillows, but most cats enjoy an enclosed area to nestle in, Pivonka says.

Customers looking for ways to give Fluffy a bird's-eye view may prefer window perches, Hale says.

What Trends Exist?
In the last few years the types of products in the cat furniture category have remained relatively the same, but the biggest trend is in the advancement in functionality and aesthetics, Feinkind says.

All-inclusive pieces combine functionality with design. Some meet all a cat's needs with areas for sleeping, playing, scratching, eating, and even a litter box, says Deborah Chilcoat, the owner of Dallas, Tex.-based Kitty High Rise, LLC.

Because these units incorporate all of a cat's needs they take up less space and are great for apartment dwellers and other cat owners with space limitations.

Mid-luxury furniture items – those priced from $100 to $700 – with an emphasis on design is an emerging market in this category, Feinkind says.

Albertson caters to this trend by carrying everything from heated beds to leopard prints and frilly abodes.

"With the popularity of home improvement shows, the market is becoming more design conscience," Feinkind says. "Companies who focus on aesthetics are seeing an increase in sales."

Cat furniture now comes in lots of colors and styles beyond the prototypical tan-carpeted cylinder style. Some even look like trees with a brown carpeted trunk and leaves that serve as perches made from green carpet.

"All of our bright colors – red or blue – sell out in a day or two," Aubry says. Two-toned and mismatched colors are also top sellers, she adds. "People want something brighter with lots of personality."

However, neutrals and earth tones are always steady sellers because customers like things that match their homes, Aubry says.

Pivonka agrees that color can make or break a sale. "If the owner doesn't like it they won't buy it," she says. "But if it's aesthetically pleasing, they'll say that would perfect with my couch."

How Should They Be Displayed?
Elaborate and large cat trees and condos are placed at the end of aisles to attract attention without impeding on the aisle way in Hale's shop. But she also puts some scratching posts near the front entrance and others are grouped together in the cat section, she says.

In a small shop displaying large pieces of cat furniture can be challenging, but Albertson says retailers have to be creative. "We use every available inch of space in our store," Albertson says. "We call it organized chaos."

Albertson even puts cat trees and other large pieces outside the front door to let cat owners in the neighborhood see their selection. "We do a lot of business by word of mouth," Albertson says. "Everybody knows us and we carry a little bit of everything."

Pivonka uses her front window displays to lure cat customers inside to make a purchase. "You can see it from the street and know that we've got cat furniture," she adds.

Consider using under-utilized spots to display large pieces of furniture. "We place them above the cat food," Pivonka says. "It's a little above eye-level, but we're able to utilize a space that otherwise wouldn't be used."

Education about the importance of feline furniture is critical to sales, especially amongst new cat owners. "A good percentage of new cat owners know that they need something, but many don't realize it until later when the cat has ruined their expensive couch or their walls," Hale says.

Did You Know? Test Your Knowledge of Cat Furniture
Cats scratch trees in the wild to groom their nails and strengthen and tone their muscles.
Cats that aren't able to act on these instincts can do more than damage household furniture – they can develop nervous disorders, pull out their own hair, or even weep.
Feline furniture is becoming more functional and compact. Some pieces give an owner everything they need in one place from toys to fluffy pillows and a nail salon.
Furniture comes in designs to meet the interior needs of all styles and preferences of cat owners – from high-end to two-toned.
Sixty million people own cats that should have their own space to relax and de-stress.
-S.S. & A.S.

What to Stock
Kitty condos in a variety of sizes and colors
Scratching posts of all materials: fabric, cardboard, etc.
Cat trees: carpeted, multi-colored, or elaborately styled
Cat shelves that hang on shelves
High-end and mid-luxury beds and cat trees
Beds: heated, laced with catnip, frilly, or neutral toned
Multi-functional pieces: an all-inclusive piece has everything from a place to eat to a spot to rest its head