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WHAT
WE DID

Due diligence audit | Envisioning | Strategy development | Store experience concept | Customer journey | In-store development and execution |Full store design and build alongside iLine | Fixture design and implementation

Petdirect

New Zealand’s leading online pet store since 2020, delivering kiwi’s the services, products and advice pet-parents can rely on. Petdirect is now expanding into physical retail, with its first brick-and-mortar store opening in Takapuna.

THE
CHALLENGE

Petdirect is a leader in online pet retail, but the move into physical retail presented a new challenge. They wanted to translate their successful digital presence into a physical space while creating a hub for the pet-loving community. The goal was to design a store that would foster memorable customer experiences, providing an interactive, pet-friendly environment. Additionally, the design needed to be scalable and sustainable to support future growth across various locations.

The RX team took an innovative approach to bring Petdirect’s online magic into the real world, crafting a store experience that not only mirrored their digital success but took it to the next level. Using our unique framework, we helped guide the team through this exciting transformation, making sure every decision ticked both operational boxes and created a welcoming, pet-parent-friendly space.


  • Concept and store design: We designed the store to be a welcoming, modern space with a minimalist approach. Natural wood and clean lines were used to emphasise the simplicity of Petdirect’s branding while ensuring durability for a pet-friendly environment

  • Customer interaction points: The store features spaces for customer consultation with “petsperts,” including a specific area for puppy consultations, a play area for pets, and digital content to educate and engage visitors.

  • Sustainability and scalability: The Takapuna store is the first in New Zealand to utilise digital promotional gondola ends and electronic ticketing, reducing the need for printed materials. The CNC nesting system was also employed in the fitout to minimise waste, with a focus on sustainable materials like HPL wood look.

  • Memorable moments: Key touchpoints were designed to foster memorable experiences for customers, whether through expert advice, interactive areas, or educational content. This has set the store apart as a destination for pet lovers.


The successful launch of Petdirect’s first brick-and-mortar store has set a new standard for pet retail in New Zealand. By blending a modern, welcoming design with innovative, sustainable features, the Takapuna store has not only brought Petdirect’s digital expertise into the physical space but also created a hub for the pet-loving community. As Petdirect continues to grow and expand its presence, this store serves as a blueprint for future locations, showcasing how thoughtful design and a focus on customer experience can transform retail spaces into memorable, engaging environments for both pets and their owners.

THE
APPROACH + SOLUTION

RX Group has been instrumental in taking Petdirect’s online formula and bringing it into the physical world. They helped us create a store that not only reflects our brand but also offers an elevated, interactive experience for our customers. The execution has resonated with our pet-loving community, and the positive feedback from new visitors has been phenomenal. RX Group’s expertise in ideating and delivering this concept has set a new standard for our brand as we continue to grow.

Dave Anderson | CEO

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