In Spain there are more than nine million dogs registered, exceeding the child population, as La Vanguardia explained a few days ago, and this new reality is changing habits and priorities. Among them, the expense. At Artero, a company dedicated to the design, manufacture and sale of hairdressing and cosmetic items for pets and people, they have experienced the growing rage for pets on the front line.
Added to the international expansion and quality improvement promoted by the company in recent years is the increased attention paid to pets, says Àlex Artero, co-CEO with his brother Eduardo Artero. “The pandemic has made the business grow, many more people have incorporated a companion animal into their lives or have paid more attention to it as a result; Pets are being cared for more and better every day”, he comments from the Vilassar de Dalt headquarters, inaugurated in 2020.
In 2018 they invoiced 8.5 million euros and in the last year the income amounted to 20 million, 150% more in four years. By this 2023 they hope to reach 23 million. The line of products for pets –dryers, scissors, shampoos, conditioners, perfumes, brushes, canine grooming academies…– contributes 80% of the turnover, while the line for people completes the remaining 20%. “We are present in 90 countries and now we want to consolidate our main markets”, continues Àlex Artero. They have recently opened a subsidiary in the United Kingdom and France to support their growth and in the United States they have been recognized as the best brand for pet care for three consecutive years.
The family-owned company also wants to boost sales to private consumers – now they are mainly aimed at professionals – and has just launched a new line of specific products for horses. The recently inaugurated headquarters in Vilassar are already becoming too small for them, says Artero, with which they are thinking of possible extensions.
Over the years they have also created a community around the world of pets – they organize events, dog grooming contests, sponsor the Spanish soccer team with their dog Musa…– and associated services, such as the repair of items and sharpeners. Their method of sharpening scissors and blades is a business secret, and during factory tours they don’t allow specialists to observe for more than a few minutes to safeguard the technique.
Founded in 1909 by Pascual Artero, a sheep and horse shearer, the current generation in charge has no intention of allowing members to join. And that purchase offers are not lacking. “The sector is booming and the funds are very interested, but we are not for sale.”
