(This article appeared in the Feb. 2006 issue.)

The Cat's Meow
Increase sales of hot, new styles and designs of bedding
By Scott and Ann Springer

Here's a memo to all dogs: Cats are now living the high life, too.

More and more cats are living exclusively indoors and their owners are sparing no expense to make them feel at home. Manufacturers are cashing in on this trend and creating lines of bedding with new stylish fabrics and eye-appealing designs.

"The style, design, and fabric are key selling points," says Alan Dolling, the president of the Elwood, Ind.-based manufacturer Beds 4 Pets.

Hot Colors and Fabrics
Cozy fabrics, such as chenille and fleece, are very popular right now, says Sandie Barba the co-owner of Beds for Dogs and Cats, a Sun Valley, Calif.-based manufacturer.

"They are very durable and plush," Barba says. "They are appealing to the eye and comfortable for the cat."

Beds 4 Pets operates a manufacturing facility in one of the most fashion-savvy parts of country, just outside of Los Angeles. The company seeks to incorporate human fashion trends into the pet industry, Dolling says.

"We are seeing a trend towards consumers buying things for their cats that are similar to what they buy for themselves," Dolling says. "Customers will spot a cat bed in the same fabric as the sofa they just bought and want to buy it to match the décor in their house."

Sturdy fabrics such as micro-fibers and faux suede are also top sellers, says Dana Woodward the soft goods marketing manager for the Aliso Viejo, Calif. manufacturer, Firstrax.

"We do a lot with micro-fibers," Dolling says. "It's a durable fabric used primarily in the furniture industry, it's machine-washable, and it's available in a wide variety of colors."

Hip colors such as baby pink and other neutral colors currently popular in home décor such as sand, moss, chocolate brown, and teal sell like hot cakes in cat bedding. "People want a pet bed can go into the bedroom and it matches the décor," Barba says.

Patterned fabrics are also popular amongst cat owners. "Cat owners seem to have a little more fun with fabrics, so we do print fabrics that are more novelty-oriented," Woodward says.

A Twist on the Traditional
A cat may not realize that pink is all the rage in the pet industry, but most cats definitely are partial to where they lay their heads at night.

"Different cats like different things," Woodward says. "One cat may like to crawl into things, while another may like to hide in things."

Many manufacturers see these feline preferences and design cat beds to accommodate.

"Cats love places to hide and to be high off the ground," says Keith Allen, the president of Feline Furniture in Ontario, Calif. Feline Furniture has redesigned its beds, which can be assembled in a variety of designs to appeal to almost any cat, in a manner similar to Tinkertoys. The beds feature a fur-lined hammock that sits in posts that can used for scratching.

Beds 4 Pets has created a bed shaped similarly to a sunflower that is popular with cat owners. "The cats like to look out through the window or the door," Dolling says.

Traditional round pets have gotten a face lift, too, and now sit up higher and have increased padding. "We're using a lot more poly-fill, so it's more pillow-like," Woodward says.

How to Display and Sell
Cat bedding is becoming increasingly more popular as cat owners are following suit and spoiling their felines like they've spoiled Fido.

"I have a bed in every room in my house, so wherever I am there's a bed to match the room because I know my pet is going to follow me," Barba says.

However, customers like Barba don't walk into your store everyday, so you need to display your bedding to all cat owners, and appeal to customers who may not be looking to upgrade their cats' sleeping quarters.

Cat beds are bulky and you may not have the space to accommodate these large products, so you may need to get creative.

Sandy Deem-Naff wisely uses every inch of her 1,300-square-foot Newport Beach, Calif. shop, 3 Dog Bakery. She has installed shelving close to the ceiling to create alcoves to display cat beds in scenes.

"They each tell a different story," Deem-Naff says. "It's very eye-catching."

Nell Adams-Iba, the owner of Horse & Hound, located in Boca Grande, Fla., has taken a similar approach to displaying cat beds. "Most of my displays are home scenes so you can see how it would look in the home," Adams-Iba says.

Many retailers, such as Adams-Iba, try to replicate what furniture stores do so customers can easily visualize the item in their home. "Make it look homey so it looks like something they want to take home to their cat," Adams-Iba says.

Space is also an issue for Adams-Iba and she props some beds up on top of her curio display cabinets. "Sometimes you walk into a store and everything is just in a pile on the floor," Adams-Iba says. "If you put them up higher, people can see them from a distance."

You can also cross-promote beds with consumable items such as food and toys, Adams-Iba suggests. She holds semiannual "Cat Days," and discounts her cat inventory.

Including a toy with the purchasing of a bed may also help to increase sales. "It makes the customer feel they are getting a gift with their purchase," Woodward says.

Mail-in rebates may also boost sales, Woodward suggests. Customers who bought a Firstrax bed received a free toy when they mailed-in their proof of purchase. "Cat toys are generally inexpensive, but owners always want new toys," Woodward says.

When new bedding items arrive in your store, you should advertise it to your customer base through your regular marketing methods, in print or online, Dolling says.

"People tend to pamper their dogs more," Adams-Iba says. "But when you can really work with a customer and understand their needs for their kitty, it's a different story, and cats should be as comfortable as dogs."

Scott and Ann Springer are frequent contributors to the magazine.