Judging by the number of pint-size purebreds teetering along city sidewalks and poking their heads out of designer handbags, small dogs are big business. That’s why the founders of Pet Warehouse in August launched G.W. Little, a catalog of outfits and accessories for dogs weighing 25 lbs. or less.
G.W. Little’s canine couture includes sweaters, jackets, capes, and boas from such designers as Donald Pliner, Tarina Tarantino, and EMRE New York, as well as jewelry such as pearl chokers and bone-shape collar charms that spell out “luxe” and “bling” in Swarovski crystals. The catalog also sells dog furniture, grooming products, and gourmet treats. Prices range from $7 for a satin grosgrain bow to $1,195 for a “diva dogbone necklace” of freshwater pearls with diamond and pink-sapphire bone accents.
Thousand Oaks, CA-based G.W. Little aims to be on “the cutting edge of what we feel is going to be a pretty strong trend,” says John Grieco, who cofounded the catalog with his wife, Angela. The Griecos had started the Pet Warehouse catalog in 1986 and ran it until rival pet supplies mailer Drs. Foster & Smith acquired it in September 2001.
The 32-page catalog mailed to an undisclosed number of upscale mail order buyers. G.W. Little worked with list firm Direct Media to find households with dogs. The Griecos also “went with our gut feeling as to which catalogs were good profiles to match what we were looking for,” says John Grieco. As of late August the company expected to mail a second catalog at the end of September, at which time it also planned to have its Website up and running. A third mailing was planned for the end of October.