January 26, 2007 - By Philip Raphael, South Delta Leader Newspaper
Three-month-old Oscar is most always in the dog house.
Luckily, the miniature daschund has some pretty plush surroundings to help pass the time.
“It’s like a fake Fendi bag,” says Oscar’s owner Cali Van Zant, who bought the diminutive pup a trendy carry case where she safely stashes him while carting him about town.
“He loves it in there. He’s still a baby, so I like taking him wherever I go.”
The 20-year-old Tsawwassen resident is part of a growing trend of North American pet owners who are spending an increasing amount of their disposable income to provide much more than just the essentials for their furry loved ones.
And she is one of a rising number of customers who have turned to businesses like Tsawwassen-based K9Kloud9 (www.k9kloud9.com), an Internet-based pet lover’s merchandiser that provides all manner of clothing, jewelry and fur accessories for the well-pampered pooch.
K9Kloud9 founder Anne-Marie Fleming, a lifelong dog lover, said the idea for the business was a logical extension of her devotion to her four-footed friends, plus her mother Diane’s knack for producing dog-sized, fitted apparel.
“My mom was in the clothing design business for more than 30 years and she started making coats for her tea cup Yorkies,” Fleming said.
“And people kept on asking her where she got them.”
That prompted Fleming to take the plunge into cyberspace and offer pet owners with similar feelings the opportunity to adorn “Fido” with some doggie outerwear as well as some fancy, canine “bling.”
“The light bulb just went on and I said to myself I’ve just got to get out there,” she said.
Now, the site, which has been up for only six months, offers an assortment of coats, collars, pearl necklaces and carriers.
And the reaction has been almost overwhelming.
“In the last four months business has grown by 25 per cent per month,” Fleming said.
The majority of sales—around 75 per cent—are to clients in the U.S. But some interest has been shown from customers as far away as Europe.
To capitalize on the burgeoning market south of the border, the web site has recently offered content in Spanish.
One of the family
Fleming said pet owners are willing to spend more on their animals because their attitudes towards them have changed, elevating the domesticated companion to more than simply an endeared member of the family, in some cases on par with children—especially with many emptynesters.
And the economic figures on how much we love our four-footed pals bears that out.
According to the American Pet Products Manufacturers Association (APPMA), pet owners south of the border spent $38.4 billion on their animals in 2006—up from just $17 billion in 1994.
Canadian pet owners are not far behind proportionately, as they ponied up roughly $1.2 billion in 2006.
While much of that was earmarked for essential items such as food and veterinary care, increasing amounts are being spent on the extra touches—from animal daycares and healthy treats, to custom clothing.
But do the lucky dogs with owners willing to shell out hard cash for their wardrobes appreciate the attention?
“Every dog is different,” Fleming said. “I know that my mom’s Yorkies really get excited when they get dressed up in their coats.”
But it’s not just all a matter of shifting product on the K9kloud9 web site.
Fleming said it also provides visitors with a community chat room where pet lovers can trade opinions and stories, directories for dog breeders, rescue services, insurance providers and pet-friendly travel listings.
So, what’s next?
Fleming said she is always on the lookout at pet supply trade shows for the latest trend.
As for pint-sized Oscar, his owner is likely going to be in the market for another spiffy carrier in the next short while.
“I’m looking for another daschund, maybe a long haired one that I’d like to call Meyer,” Van Zant said.
“You know, that way I’d have two Oscar, Meyer weiner dogs.”
Attitudes towards pets have changed, with Fido and entrepreneurs reaping the rewards
