Dogtopia® Launches New Brand Identity Across All Locations
Rebrand reflects commitment to providing top quality pet services.
January 20, 2015 // Franchising.com // TYSONS CORNER, Va. – Dogtopia®, an award-winning, dog daycare, boarding and spa franchise, announced today the company will adopt a new brand identity, including a new logo, signage, facility design and marketing collateral. The rebrand will be rolled out to Dogtopia's 31 owned and franchise locations, as well as 15 new locations which are scheduled to open in 2015. The full conversion is expected to be complete by the end of the year.
Dogtopia's new brand identity reinforces the company's leadership position in the pet services sector — one of the fastest growing segments in the pet industry. The American Pet Products Association (APPA) reports that pet services (boarding, grooming) accounted for $4.73 billion in U.S. pet expenditures in 2014, a 7% increase over 2013, as compared to 5% growth for pet industry spending as a whole. The strong year-over-year growth can be attributed in part to increased spending per pet – which pet industry experts say is a result of a shifting sentiment to view pets as family. The Dogtopia facilities were redesigned with this high regard for canine companions in mind and feature contemporary aesthetics accented by a fresh color palette, as well as multiple playrooms with noise and impact reducing rubber floors for dogs of all ages and sizes.
"We recognize that our customers trust us with the care of their furry family members," said Amy Nichols, CEO of Dogtopia. "When we decided to launch the new brand identity, we started with the facility design first, because it's so important that it reflect the professional level of service and quality of care that we are providing."
The launch of a new brand identity also supports Dogtopia's aggressive growth strategy, which includes expanding to 400 locations in the U.S. and Canada in the next several years.
"Since opening the first Dogtopia more than 12 years ago, we've seen tremendous growth not only for our company, but for the entire pet services category," added Nichols. "Our new branding, which complements the upscale new design of our facilities, will allow franchisees to continue setting the standard for pet services in their local markets. It's an investment in the continued growth of our brand."
Dogtopia selected Baltimore-based marketing agency TBC, which was named AdWeek's 2013 Top Agency in Maryland, to lead the development of the new brand identity. The partnership also includes a new Dogtopia website, which is scheduled to launch later this year.
"We believe in Dogtopia and the people behind it," said TBC President Howe Burch. "The new design introduces a level of sophistication to the business while maintaining the playful nature of the dogs they serve. This will equip Dogtopia's next growth phase, and we're proud to be part of that meaningful transition."
Since Dogtopia launched in 2002, it has grown to 31 locations with 19 additional currently under development across the U.S. and Canada. There are currently five regional developers representing 80 future Dogtopia locations. In addition to daycare and boarding, Dogtopia also offers a spa, self-service dog wash and a boutique to pamper dogs of all shapes and sizes. For more information about Dogtopia visit www.dogdaycare.com.
Dogtopia is a dog daycare, boarding and spa franchise committed to providing exceptional care to canines and their families across the U.S. and Canada. The company was founded by Amy Nichols in 2002 based on the belief that combining a strong vision, a passion for dogs and a second-to-none executive team would lead to success. With that success, Dogtopia began franchising in 2005. Currently, there are 31 U.S. and Canadian locations with 19 additional currently under development. The Dogtopia system includes both franchise and company-owned stores and is poised to grow to more than 400 stores in the U.S. and Canada over the next several years. Dogtopia is the proud recipient of Inc. 500/5000 List of America's Fastest Growing Companies (2008 – 2014), Entrepreneur Franchise 500 (2014, 2015), Pet Product News International Retailer of the Year (2013), Pet Age Business of the Year, Bronze, 2014, Smart CEO Future 50 (2014, 2015), FranchiseRankings.com #2 Best Pet Franchise (2014) and Franchise Times Next 300 (2013, 2014). For more information, visit www.dogdaycare.com or follow us on Twitter: @dogtopia.