In our series "Animal dream jobs", we introduce you to ZooRoyal colleagues who have turned their passion into a career and show how diverse working with and for animals can be. Product and Category Manager Malte Kramer is one of them. In this film, he - and not least his dog Bonny - show you just how varied his dream job is.
From 2026, ZooRoyal - REWE Group's modern pet supplies retailer - will be rolling out its own bricks-and-mortar speciality stores across Germany. What has so far mainly generated enthusiasm online and in REWE and PENNY stores will then also be experienced locally: a modern store concept, a wide range of specialist pet supplies - and, above all, people who put their heart and expertise into their work.
A reliable team when testing the products: Malte and his dog Bonny. Photo: ©Laura Lam, Simone Holtzhausen
„For me, this is the perfect animal dream job because it combines different facets: Creativity, commercial thinking and analytical work.“ Malte Krame
To ensure that the products not only look good, but also meet the needs of the animals, Malte tests many things himself - and his dog Bonny is happy to help him. Together, they find every little weakness and Malte can ensure that the products are really suitable for everyday use. He gets inspiration for new products at international trade fairs, by talking to other animal lovers and from customer reviews. The USA in particular is often a pioneer for new trends. One trend that is becoming increasingly prevalent is the "humanisation of pets": dogs and cats are now fully-fledged family members - their welfare is therefore looked after in the same way as any human family member. This is also reflected in the products - stylish scratching furniture for cats or, for example, dog beds in a corduroy look that match your own couch are becoming increasingly popular.
„We want to promote the well-being of the animals and support their health.“ Malte Kramer
Cats and dogs are now fully-fledged members of the family - as is Malte's dog Bonny. Their welfare is therefore looked after in the same way. Photo: ©Laura Lam, Simone Holtzhausen
Quality is the top priority. "Our products should not only be innovative and comfortable, but also take into account the natural needs and instincts of the animals. We want to promote well-being and support health." Quality is ensured by the high REWE quality standards and the great and important work of REWE quality assurance. Since he started at ZooRoyal, Malte has developed around 700 products together with REWE Purchasing, REWE Quality Assurance and the REWE Far East team; the range currently comprises around 200 items - and 70 to 100 new ones are added every year.
Malte's work does not end with product development. He accompanies the entire process - from packaging design to marketing. He is particularly proud of the upcoming rollout of the ZooRoyal speciality stores: "With ZooRoyal, we have rethought the pet speciality store. The ZooRoyal stores are the most modern and innovative pet supplies stores. We are creating a genuine omnichannel shopping experience and also strengthening our e-commerce business, the shop-in-shop formats and the entire own brand in the long term."
For Malte, one thing is clear: ZooRoyal stands for a love of animals, innovation and a young, modern concept. "All of us at ZooRoyal are enthusiastic about doing our bit - for the well-being of animals and their people. And that's what makes my job so special."
