"Pupperware" Parties on the Rise

The direct-sales business model favored by companies like Tupperware and Partylite has taken a turn toward tail-waggers in the form of pet parties known as “pupperware” parties.

A typical pet party takes place at a private home, but larger parties may also be held in office settings, says Amy Reed, president and founder of Woofie’s in Richmond, VA.
“For the typical home party, the host invites about 10 guests, and we come and bring the merchandise with us, along with some catalog that have the other items,” Reed says.

Shure Pets, which has more than 400 consultants throughout the United States, follows a similar model.
“In order to become a pet consultant you need to sign up and purchase our kit, that gives you the right to sell the products,” says Andrew Shure, president and founder of Shure pets in Chicago. “To actually have a party you do not need to be a consultant. When someone wants to host a party, but is not a pet consultant, we put them in touch with a consultant nearest to them.”
Consultants for Shure Pets tend to be female, says Shure, although both men and women attend the parties, often as couples.

“Oftentimes the consultants start out as stay-at-home moms, and the people who’ve contacted us are anywhere from 20 to 70-plus years of age, who do it for fun or supplemental income,” Shure says.
Both companies offer a product selection that includes health and beauty aids, toys, treats, collars, leashes, beds, carriers, pet apparel, and, as Shure says, “pet lover apparel.” Hosts generally receive free merchandise as a reward for throwing the party, and sometimes a share goes to a worthy cause.

Fun with Fundraising

Companies like Woofies and Shure Pets aren’t the only ones that stand to gain from the direct sale of pet products. Pet rescue organizations and other charities may hold parties as fundraisers. Both Woofie’s and Shure Pets have established fundraising programs.

“Rescue groups all need to raise money,” Reed says. “It’s a tough thing to do, and they’re always looking for new and interesting ways to do it. They’re surrounded by other pet-loving people who love to shop for their pets, so to them the pet party just makes sense because it’s easy to do and it’s fun for the members.”

Shure Pets takes the charity concept a step further, says Shure. “We have a very successful fundraising program right now that’s not limited to pet-related organizations, although a lot of pet-related organizations have worked with us,” he says. We’ll hold fundraisers for any legitimate charity organization, such as a church, or school group. Part of the proceeds from the product sales goes to the organization.”

“We hosted a Woofie’s party as a fundraiser,” says Beth Jackson, president and co-founder of GoodDogz, a support organization in Reston, VA., that provides pet rescue groups with education, marketing, and publicity to aid in the rescue and adoption process. Prior to the fundraiser, Woofie’s provided an e-mail invitation for GoodDogz to send out to its mailing list, and on the day of the party, Reed brought product samples and gave sales pitches on request.

“We had an open-house format with snacks and drinks and let people come by whenever they wanted to,” Jackson says. “About 20 people stopped by and made purchases that day, and talked to us about the organization. A couple of people were interested in hosting their own parties. Each person spent an average of $70; a percentage of the profits went to GoodDogz.

“Pet parties will probably not have a negative impact on retailers, despite the natural appeal of shopping with other pet lovers and their animals,” says a representative for Petco in San Diego. “I don’t think home parties will have a major impact on retailers, simply because the pet and pet product business is growing so rapidly. It’s a really big pie and it seems to be big enough for a lot of people to have a piece. Also, people tend to shop in a variety of places- store, the Internet, home parties- so each outlet has an opportunity to make sales.”

Shure agrees.

“We’re looking at a category that’s doubled in size over the last 10 years, and I like to think that this is a category that’s growing and satisfying lots of interest,” he says. “I don’t feel even if we became a huge category that we would displace anybody necessarily, but I do see a great deal of growth in this category, and if it leads to the demise of the competitors, it’ll be because they didn’t do their job.”
Just to make sure, however, both Woofie’s and Shure Pets offer products online, and Woofie’s is in the process of opening a boutique. Nevertheless, the one-on-one interaction that home parties provide is what ultimately gives the direct-sale model its appeal.

“The home party is a social activity more than anything else,” Shure says. “It gives people with common interests the opportunity to sit down and talk about their pets and gives the consultants a chance to talk about the various products, so it’s a very positive experience for people.”
“Home parties are a great way for people to get together in the comfort of someone’s homes,” Reed says. “so I think that avenue will always be popular. But I also think it’s opening people’s eyes to the neat products out there. Some people might not be Internet-savvy and know which online boutiques to go to, rather, they can attend a home party and find out what the hot new products are.”
Given the growing pet product market, as well as the success of other direct-sale companies like Mary Kay Cosmetics and Pampered Chef, it seems likely that pupperware parties will multiply in the years to come, says Jackson.

“People in this area tend to spend tons of money on their pets without even thinking about it,” she says.
“I think pet parties, once they catch on, are going to spread like wildfire.”