Urban Dog Vest Launch From SJS Direct Picks Up Steam
(EMAILWIRE.COM, February 27, 2015 ) Modesto, California -- Riverbank, CA: The SafetyPUP XD Reflective dog vest first hit shelves in late 2013, with several competitors already controlling a controlling share of the market. In 2014, the market landscape shifted dramatically, as California-based pet products start-up SJS Direct pushed aside larger companies and took control of the online marketplace for Dog safety vests. In February of this year, SJS Direct finalized their domination of the reflective dog vest market with the release of the SafetyPUP Urban, an updated vest that offers a plethora of features geared toward urban and suburban pet owners.
Stacy McIntosh, CEO of SJS Direct and Project Lead for the SafetyPUP brand, describes why SJS plan was successful, and what the future holds for the fledgling pet apparel startup. "We launched in Q4 2013 and faced stiff competition from several much larger brands, but we noticed a commonality among them none of them were listening to their shoppers."
A detailed analysis of online feedback from reflective dog vest manufacturers showed that the great majority of consumers were clamoring for the same things: stronger fasteners for active dogs, more reflectivity to increase safety, and tougher fabric that stands up to outdoor use. "Rather than reinventing the wheel and releasing another middle-of-the-road product," continues McIntosh, "we decided to build something entirely new and cater it to a customer base that was clearly unsatisfied with existing offerings."
The blaze orange SafetyPUP XD reflective dog vest was the initial answer offered by SJS Direct, and in a few months the XD was topping sales charts on Amazon.com. "We knew the XD was going to be a hit because we delivered exactly what shoppers were asking for." Building on that success, the SafetyPUP Urban improves the traditional dog vest structure even further, adding stronger and more secure fasteners and a handy utility strap, as well as a selection of designer colors for customers to choose from.
"The SafetyPUP Urban dog best is already setting sales records this month," continues McIntosh, "so we're definitely going to continue listening to our customers and giving them exactly what they want. Up until now, it's certainly paid off." If climbing demand for the new SafetyPUP Urban is any indicator, it appears as though SJS Direct is on the right track.
About SJS Direct
Based in Modesto, California,SJS Direct is a new venture dedicated to providing premium quality consumer products across a broad range of industries. Unlike many producers of commercial goods, SJS Direct does not concentrate on minimizing production costs to satisfy the lowest-price market, but is known for investing time and capital into product research, material engineering, and customer-requested feature development. As a result, SJS products offer superior craftsmanship, value, and utility than many brand name manufacturers while remaining competitively priced. SJS Direct co markets Chicken dog treats and produces dog reflective apparel.
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