From 2026, the bricks-and-mortar speciality stores will gradually be rolled out across Germany - a real milestone for pet lovers. ZooRoyal will then not only be available online, but also at REWE, PENNY, toom and specialist retailers across the country.

In an interview with one, Peter Maly, REWE Group Management Board member and COO REWE, and Marcel Bersch, the ZooRoyal managing director responsible for brick-and-mortar stores, talk about the background to the rollout decision, the future of pet retail and their personal favourites from the ZooRoyal range.

Peter Maly (l.) and Marcel Bersch (photo credits: Carsten Milbret)

one: The four stationary ZooRoyal stores in the REWE North region have passed their test phase - the national rollout is a done deal. What is the background to this decision?

Peter Maly: The REWE Group Management Board and the REWE management were in agreement: there is great potential in our stationary store concept for ZooRoyal! The pet supplies trade has experienced a boom since the coronavirus pandemic and continues to grow - both online and in bricks-and-mortar stores. This is a strategically important growth area for REWE Group. ZooRoyal has already established itself as a permanent fixture in the pet supplies trade. With the national rollout, we are further expanding our omnichannel strategy and making ZooRoyal even more present - online, in the food retail sector, in DIY stores and now increasingly in brick-and-mortar speciality stores.

Marcel Bersch: " The positive results of our pilot stores in the Hamburg area have shown us that ZooRoyal is also very well received in bricks-and-mortar stores. All four stores are developing very positively and customer footfall has risen continuously since opening. We deliberately took the time to intensively test various concepts in the pilot stores - including store layout, product ranges, services and advertising measures. This enabled us to develop a well thought-out store concept that forms a solid basis for the national rollout. The newest store in Elmshorn is already successfully implementing this concept. This development encourages us to take the next step. We are planning to launch the next stores as early as 2026. We are currently looking intensively for attractive locations.

Picture credits: Heldtenhafte-Momente, Lea Heldt

one: Doesn't the bricks-and-mortar business cannibalise sales in the online shop and at REWE, PENNY and toom?

Peter Maly: Quite the opposite. Our aim with the rollout is to fundamentally strengthen the online shop, the shop-in-shop business and the ZooRoyal brand. The pilot stores in Hamburg have shown that this works: ZooRoyal's brand awareness there has increased by more than 300 per cent compared to awareness throughout Germany. This has also had a positive effect on the impact of the umbrella brand in the Hamburg area. The REWE Region North and the entire ZooRoyal team have done a great job.

one:How many stores can pet lovers look forward to?

Peter Maly: We are planning to open a high double-digit number of ZooRoyal stores over the next few years - especially in urban areas. We are currently looking for attractive locations. We are relying on our cooperative for this. Like the pilot stores, all new ZooRoyal stores will be run by independent REWE retailers. This gives our retailers the opportunity to diversify their business.

one: Why?

Marcel Bersch: The independent retailers are an important part of our success in the ZooRoyal stores. They contribute their experience and passion for retail, have a local network and can ensure that the product ranges in our stores are optimally tailored to the needs of local customers.

Picture credits: Heldtenhafte-Momente, Lea Heldt

one: What can customers expect in a ZooRoyal store?

Marcel Bersch : A completely new shopping experience! Many people who enter a ZooRoyal store for the first time are surprised by how modern, inspiring and service-orientated our stores are. A colourful, intuitive guidance system leads customers directly to the desired departments - whether dogs, cats, aquariums or small animals/birds/reptiles. An innovative air filter system ensures a particularly pleasant atmosphere by neutralising odours. The range includes over 15,000 items for pet food and accessories, including exclusive brands as well as regional products and new products from start-ups. The "snack bars", which offer unpackaged treats for pets, are a particular eye-catcher.

Peter Maly: My personal highlights are the numerous services that we offer customers on site. For example, they can wash their dog at a washing station in the ZooRoyal store, have their hair done in the fur spa, wash accessories in the launderette or take advantage of the vet service. Digital technologies from the REWE digital world, such as self-checkout tills or Scan&Go, make shopping even faster for customers with impatient four-legged friends on a lead.

one: Petting dogs at work - that sounds like a real dream job. With so many new stores to open, there's also a lot of demand for new colleagues. Won't the shortage of skilled labour put any obstacles in our way?

Marcel Bersch : As an employer in the pet retail sector, ZooRoyal has set new standards in terms of working conditions. Word has spread quickly in the industry. That's why we've actually had no problem finding qualified staff so far - on the contrary: we even get a lot of unsolicited applications.

one: You are both animal lovers yourself. Let's say the first ZooRoyal store opens in your neighbourhood tomorrow. Which product would you buy first for your animal family member?

They are both animal lovers: Peter Maly (right) and Marcel Bersch

Peter Maly : Our dog Balou particularly likes the ZooRoyal juicy sausages. I already buy them regularly from REWE.

Marcel Bersch: I shop at ZooRoyal for three animal flatmates. With my two dogs Franky and Marley, I can't get past the snack bars without buying lots of treats for them. And my cat Quenny favours the ZooRoyal Delikate cat food.