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Fressnapf Tiernahrungs

Quick facts
Year business began:
1990
Franchising since:
1992
Estimated number of units:
1,347
Fressnapf Tiernahrungs is a speciality discounter pet shop that has expanded across eleven European countries since it was first established in 1990. It specialises in nutritious food and quality equipment for animals. Fressnapf is known so in Germany but outside of Germany it is known as Maxi Zoo. Fressnapf sells a range of private brands, ranging from entry level prices to premium luxury products for your pets.

It began when the founder Torsten Teller travelled to the USA and he noted the selection of super pet stores available over there. He returned to Germany with a simple idea and began building a pet shop. Although first a disaster, Teller turned it around. He sold his car so he could double the range of products in store and slash the prices. From there the company grew and grew. Its first franchised store in Germnay opened in 1992. This was followed in 1997 by the first store opening abroad, in Austria. In 2009, the brand had reached 1000 stores. Today there are over 1400 stores with huge plans for future growth.

Franchise System

Since 1992, the company has been opening franchises. Fressnapf places huge importance on the partnership between the franchisor and franchisee as it is fundamental to the success of the branch and the brand. Their franchise system is clearly working with franchisees being happy and settled in their choices to join Fressnapf or Maxi Zoo. They were recently awarded gold for franchise partner satisfaction at the F&C Awards.

Fressnapf is specific about where the store is to be located, preferably beside a road or supermarket complex with a big population to ensure optimal activity. Support is provided to the franchisee when setting up and ongoing help is available when dealing with marketing, sales, IT etc.

Corporate Social Responsibility

People and Pets

Fresssnapf’s vision is to bring people and pets together. The Fressnapf Group supports many animal welfare projects and charities both in Germany and abroad. They are committed to animal welfare and show their commitment by getting involved with organisations as well as donating money and food to animal causes in need.

In 1996 they began working with the German Animal Welfare Association which is Europe’s largest animal and nature conservation organisation. They believe that all animals have the right to live a safe life.

In 2008, The Fressnapf Group got involved with the VITA Assistance Dog Association which trains dogs that will go on to work with people with disabilities.

Initiatives

Maxi Zoo also believe in giving back to the community, and this doesn’t just place in Germany. In Ireland stores are always involved with local charities and events.

Every store has a donation bin which when enough goods have been collected are donated to a local animal charity.

Discounts are offered to people living with guide dogs for the blind.

School talks take place around the country to inform young people about proper pet ownership to try and reduce cruelty to animals.

News

Fressnapf or Maxi Zoo have huge developmental plans up and coming over the next few years. 80 new locations are in the pipeline for 2017 and the long term plan is to have 800 new stores completed and open in the next 5 years. Countries that will be focused on are Poland, France and Italy.

2015 was a big year for Fressnapf as it celebrated 25 years in business. It took the year to thank its customers with a ‘Thank You’ campaign which helped the company have huge financial success for the year. A 7.3% increase led to a turnover over of almost 1.8 million euros.

Financial Information

·Minimum Personal Investment: €200,000

Sources
http://www.fressnapf.com/
http://www.franchisedirekt.com/information/fressnapffranchiseinformation/?r=5140
http://www.maxizoo.ie/about-us/initiatives/
https://global.handelsblatt.com/companies-markets/pet-retailer-targets-growth-markets-617153
http://www.fressnapf.com/en-us/news/pressreleases/international/thefressnapf-groupcontinuesitssuccess-2015wasthebestfinancialyearinthecompanyshistory.aspx

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