: Managing Director, Maxi Zoo Ireland
The business has doubled its sales in the last three years, adding a further eight stores to its portfolio, and expects to close out 2024 with more than €50m in turnover.
Maxi Zoo Ireland has 34 stores in 17 counties, in addition to its online shop. The latest store opening in September saw its first entry into Galway, bringing the company’s workforce to 360 countrywide.
“2024 has been one of our biggest years of growth in Ireland to date,” Enrico de Luca explains. “We opened four new stores, in Kerry, Laois, Dublin, and Galway. We now have 34 outlets across 17 counties, as well as an online shop, which is remarkable considering we opened our first Irish store in Ballincollig, Cork in 2006.”
Looking ahead to 2025, the company has a number of new projects coming on stream: “We have many exciting plans afoot, including initiatives that we think will really resonate with pet owners and their furry friends alike, and we will as always continue our great community work, supporting local charities and animal shelters.
“As regards more store openings, we are always open to new opportunities for further expansion and will continue to monitor the market for further prospects in 2025.”
In a career spanning 25 years with multinational consumer goods groups, both in manufacturing and retail, Mr de Luca moved to Ireland from Italy in 2021 to head up Maxi Zoo Ireland. The company recently launched a new store concept and logo — part of a re-brand process.
“So far, the reaction has been extremely positive. We’ve undergone a full rebrand and have been refreshing and updating the look of several stores with more to follow in the coming years. Our Petmoji logo, which is the centrepiece of our new branding, is contemporary and fun, and has been really well received by Irish customers.”
An in-store experience is important to customers, he says and was central to the focus of the rebrand.
“People like to walk around a shop that is well presented and well merchandised. It’s about the whole shopping experience — having impressive stores, a wide variety of products at affordable prices and great advice in-store. As pet specialists, our business is really about providing customers with everything they need.”
Maxi Zoo has more than 6,000 products available, reflecting the variety of animals and pets they cater for.
“We’re very proud of our range of products, which caters for all companion animals, including cats, dogs, reptiles, fish, small animals and wild birds.
“Among these, we have brands exclusive to Maxi Zoo, such as Select Gold, Real Nature, Premiere, AniOne and Dogs Creek, all of which have proven really popular with our customers.”
As regards increasing the offering further, Maxi Zoo curates its product selection by feedback from customers about the needs of their companion animals.
“For example, we’ve introduced more sustainable protein sources of food and treats for dogs, such as insect protein, based on customer feedback. These needs are ever-changing and therefore we continuously evolve our offering in response.”
A number of Irish brands, including Connolly’s Red Mills, Gain, Naturo, Beddies and Chanelle Pharma, share space on the shelves:
Maxi Zoo has also added grooming salons and aqua areas in certain locations.
Having started in Ballincollig in 2006, the company has survived and thrived through the financial collapse and covid — challenges that saw the introduction of new strategies in the ever-changing retail environment.
“There were undoubtedly challenging years during the financial collapse, which came about relatively soon after we established our first store in Ireland.”
He cites a robust and prudent strategy in addition to strong support from colleagues in Europe as integral to its growth through difficult retail periods.
“It’s a cliché at this point, but as with all businesses, we had to pivot during the pandemic to continue to remain successful, while offering a great service to our valued customers.”
During the pandemic, pet stores were deemed an essential service, so did not close during the various lockdown periods.
“However, with change comes opportunity and we were delighted to acquire the Equipet chain of eight stores, which enabled us to grow our store network, and we also launched our online store to allow customers to shop with us conveniently regardless of their location.”
Pet ownership has increased across the country in recent years — a trend expected to continue.
“Our customers care deeply about their companion animals and they really want the best for them. We recently ran a ‘Senior Pet Event’ in all our stores where we gave specialist advice and had discounts for older animals. That really highlighted how much people consider pets part of the family and gave us an opportunity to educate customers on the needs of their pets throughout their life cycle.”
The company has also seen a strong interest in more exotic animals:
“Our aqua areas are hugely popular, and we have always stocked products for reptiles for a strong customer base that shop with us regularly.”
With many animals surrendered to shelters since the pandemic, Maxi Zoo continues to work with charities through food, donations and in-store events such as adoption days with the shelters.
Through the Shelter Wishes and Friendship Connects campaigns, the firm donates more than 2,000 items to animals in need annually, in addition to selling donation products online and in store to raise funds for a chosen charity.
“In April we also donated €200,000 worth of pet products to charities nationwide. We have amazing staff across all stores, who really get behind these initiatives and have a genuine love of animals.”
Enrico de Luca loves his work, especially in an environment where his values are best expressed:
“I work hard every day to raise the bar and the standards of our organisation, with the final goal to make our customers happy to shop with us. Having worked all my career in fast consumer business, I also very much enjoy the dynamics and fast pace of retail, even more when the circumstances get challenging — as they are currently.”
Being certified as a ’Great Place To Work’ this year underlines this ethos.
“I enormously value the importance we place on people and their welfare at work. I really feel the social responsibility to create a working environment where employees feel respected and valued.
“Moving to Ireland has been one of the best decisions I made with my family. We’ve got the opportunity to see amazing places that reconnect you with nature, meet fantastic people and learn a new great culture with a lot of pride and tradition.”
Despite the challenges of cost increases in the retail sector over recent years, Maxi Zoo continues to grow in catering to an increasing customer base:
“In the end, it’s all about getting very well-organised to meet your customers’ needs better than everyone else.”