Retail Merchandiser - November/December 2017 - 104
RUBIE'S PET SHOP BOUTIQUE
Rubie's Pet Shop Boutique unveils new pet costumes in response to a growing demand.
BY KAT ZEMAN
Rubie's Pet Shop Boutique is the fastest-growing
division of Rubie's Costume Company, offering
more than 400 different pet costumes.
"I'd say that the trend began when cats and dogs
started to become more human with millennials,"
Executive Vice President Howie Beige says. "Millennials seem to be spending more time interacting
with their pets much like a parent would with a
child. I'm amazed by this, but it's wonderful."
Melville, N.Y.-based Rubie's Costume Company is the world's largest designer, manufacturer and
distributor of Halloween costumes and accessories.
Although the company has been selling pet costumes for about 15 years, it started a separate division due popular demand five years ago. Rubie's Pet
Shop Boutique has become one of its most lucrative divisions.
"It's clearly our fastest-growing division," Beige
says. "Five years ago, we had about 75 to 80 pet
costumes. Now we have more than 400. The
change started with the millennials who
have a growing interest in pet costumes."
Howie Beige, executive vice president
ido is no
best friend. He's a member
of the family. That appears to be the consensus among the millennial generation, which is
leading a pet-pampering movement that is becoming a very lucrative business for retailers who've
noticed the trend.
Rubie's Pet Shop Boutique has noticed. In fact,
the company has seen its pet costume sales grow by
roughly 400 percent in the past five years.
Responding to the trend, Rubie's unveiled an onslaught of
new pet costumes and accessories this year. Its new
licensed costumes include
styles from the Transformers,
Star Wars, Barbie, My Little Pony, Nickelodeon Splat
and Guardians of the Galaxy. The
company also secured licenses with
DC Comics and Marvel for dozens
of popular superhero costumes. Rubie's has
24 licensing agreements with a variety of movie studios that cover roughly 250 different costumes or
With its finger on the pulse of pop culture, the
company's 2017-2018 license portfolio includes
collections from movies such as Wonder Woman,
Spider-Man Homecoming, Star Wars: Rogue One,
Fantastic Beasts and Where to Find Them, Despicable Me 3 and Hatchimals. "Wonder Woman is