Gulliver chain to enter the pet goods market under the Gulliver Pets brand

Why a children's retailer needs pet goods

Gulliver has been operating in the Russian market since 2011. The chain was founded by entrepreneur Igor Kuleshov. Over this time, the company has grown into a notable player in the children's clothing segment and has gradually expanded its portfolio of own brands.

In 2011, Gulliver launched its own children's clothing brand, Button Blue. In 2023, the retailer began selling adult clothing under the GLVR brand, expanding its audience beyond the children's segment. The move into pet goods continues the same strategy: seeking adjacent categories with a clear target audience and high repeat purchase frequency.

For Absolut, this is a way to diversify revenue and reduce dependence on the narrow children's segment. The children's clothing category is highly dependent on demographic cycles and seasonality, while pet goods generate a more even flow of sales.

How Gulliver will promote the brand

Gulliver can rely on its own retail infrastructure and loyal audience of parents. This will give the Gulliver Pets brand an advantage at the start: the ability to offer pet goods at points of sale already familiar to customers and reduce customer acquisition costs.

Online sales through its own website and third-party marketplaces will serve as an additional channel. Launching under the Gulliver umbrella brand will allow the new line to gain recognition immediately and leverage the parent company's reputation.

What Gulliver's market entry changes

The trend of expanding the pet category is confirmed by other major players. Earlier, the M.Video marketplace announced the launch of pet product sales. The pet goods category remains attractive to large retailers thanks to stable demand.

Gulliver Pets will face competition from both specialized pet store chains and the assortment of major marketplaces. The entry of a large offline retailer into the pet segment could intensify competition in the category.