Carina Evans, CEO of Podium Pet Products, talks to pbwnews editor Justine Thompson
1. How did you first get started in the pet industry?. . . .
By accident! I was very happy as an operations manager in a company that owned racecourses. Great job, great career path and then a family friend mentioned this fantastic product called Dog Rocks that was selling really well in Australia. He said we should start importing it to the UK – so we did! I remember Pets at Home placing its first pallet order and Vital taking our first wholesaler order and from there we were hooked! Very quickly we had more orders, we were gaining some great editorial coverage and the brand was building really quickly. Before we knew it, we had a viable business, one that really excited me. I did two years working for both companies, which nearly killed me as I also had a young family, but once I left to dedicate myself to the Dog Rocks business it was full steam ahead.
2. Is the Dog Rocks brand still popular today?
I would say that Dogs Rocks is even more popular. We have a really loyal client base and are lucky enough to see new customers all the time. For us, there is nothing quite like the power of word of mouth and social media in particular has played a significant role.
We have always marketed to the consumer and the trade in order to support our wholesalers and this has paid dividends. I take the view that the retailer is the most important link; they are the ones who are advocates of our products and it’s the highlight of my job meeting our retailers. I love their feedback and informed and knowledgeable thoughts on our products.
3. Did you always want to grow the business with different brands?
For a long while it was just Dog Rocks in the UK, then we took it to Europe, but that has been a much slower burn for us. When we moved into the US market, we knew it was a huge move, especially as it is notoriously costly to do business there, but it paid off. With such a strong network across the globe it wasn’t long before our buyers were asking ‘what next?’
We dabbled for a while with other people’s products, but so much plastic-based product was available and we knew it wasn’t a route we wanted to go down. Instead we looked at developing a range that was much kinder to the planet, with a strong focus on natural ingredients.
From this the birth of Be:Loved was an obvious next step. Developed over a year-long period, Be:Loved brought to market a brand of wellness and lifestyle natural products for pets which we launched officially at PATS Sandown in early 2019. It won its category award and even during lockdown has flown. The full integration of Be:Loved into our portfolio prompted us to change our name from Dog Rocks UK to Podium Pet Products, thereby encompassing our products under one trade roof. Fun fact – the company is owned by three ex-athletes hence the importance of the word “Podium” in the name!
4. How important is the export market and will Brexit help or hinder your overseas growth?
Export is more than half our business so very important and will continue to be no matter what happens with Brexit! I love meeting our retailers and wholesalers, so export is now a joy but to begin with it was a minefield, especially in America. Europe is becoming less traditional and regional with younger English-speaking buyers and savvy marketeers so therefore a more attractive market to us as well.
5. How did the Be:Loved brand come about?
I had been sitting behind my desk for long hours and many years thinking: ‘is this it?’ and I needed a life change. Making natural products for animals was something I have been interested in for a long time, but it wasn’t until I found an old animal husbandry book that the idea really took shape. Using nothing but what could be found in the hedgerows and nature’s harvest, this book was a treasure trove of recipes to create treatments and balms to calm and soothe human and animal alike. It is these recipes that we have reimagined for the Be:Loved brand. From shampoo bars to fur and coat oils and nose and paw balms, the range is full of products that help our pets look and feel their best. The great thing is that they are also brilliant for people too, so I never have to buy soap, shampoo, house cleaner, candles or fresheners again!
6. How has the brand been received?
The response to Be:Loved has been incredible. We worked really hard and invested a huge amount of time and energy into building a brand we can be proud of. As we developed Be:Loved I toured various stores and cities and immersed myself in luxury brands to help me understand what makes them stand out from the rest. We had great designers who really understood our vision and the end result has outstripped all our expectations! It’s important for me to have items in my house that look lovely, no matter who they are for, and I feel that this visual element coupled with products that deliver results in a beautiful and natural way adds so much to the buying experience. Orders are difficult to keep up with but it’s a wonderful problem to have!
7. Has the coronavirus pandemic had an impact on your business?
The coronavirus pandemic has certainly impacted our business, as it has for many. We’ve noticed that as people are staying at home more they are making the best of what they have, as well as treating themselves and their pets to different things, which in the long-term has stood us in good stead. There is no doubt that at the beginning of lockdown the situation was incredibly concerning, but with a strong second quarter under our belt we are feeling very lucky and positive about the future.
8. You seem to be quite a thrill seeker, how does running a successful pet product business compare with going down the Cresta Run?
Great question; the simple answer is that one is business and the other is pleasure but both certainly throw up equal challenges. If your head is not in the right place, it’s very difficult to perform in either.
The Cresta Run is such a mentally tough sport. It is incredibly daunting standing at the top of the ice run knowing what lays in front of you and the risks involved. The experience has undoubtedly enabled me to get a new perspective on things, whether it’s meeting new clients, dealing with difficult situations or cutting deals. I’ve learnt to say ‘no’ more. Focus is key; without focus on both the Cresta and in our business, we would be nowhere.
9. What’s the next thrill-seeking challenge you’ll be taking on?
I commissioned as a British Army Officer in March, just before lockdown, and therefore have had the great honour of going through Sandhurst. I am hoping to deploy in the future, but first I want to ensure that my business is able to continue to comfortably stand on its own two feet. Cresta-wise, I would like to maintain my position as the fastest woman on the run during modern records, and hopefully put down a time that only my children can beat!
10. What else can we expect to see from Podium Pets?
In terms of new products, the Be:Loved and Dog Rocks lines are both set to benefit from an exciting programme of ideas. The next products to launch will include a sun cream for pets (all natural) and a flea and tick spray. Whatever is introduced we will ensure they are products that meet the needs of pet owners and are always made from beautiful, natural ingredients.
