Oct. 19, 2022

After one decade as a local pet supply retailer, Shop Dog Boutique is getting into the monthly subscription business.

The boutique will hand-pick all-natural, U.S.-made, seasonal treats to mail to subscribers nationwide.

Each custom-printed package also will contain a special item for the pet parent or pet to enjoy such as a candle or pet grooming product.

After online sales picked up significantly in 2020 and customers began requesting an easier way to order unique products, store owner Ellyn Montag began researching the subscription model and process.

“Customers love that all of our products have been vetted by our team,” she said. “Our treats are made in the U.S., and we keep a close eye on the ingredients and sourcing.”

Since opening in 2012 at The Bridges at 57th, Montag said the store has seen significant growth, including its own line of South Dakota-themed treats, Mount Ruffmore dog biscuits.

“I’ve realized there’s always new lessons to be learned, no matter how long I’ve been in the retail industry,” she said. “Fortunately, because so many of my products are made in the U.S., I haven’t struggled with supply chain issues like other retailers. After 10 years in business, I also feel like I truly have a better grasp on the type of products that my customers love, which makes the buying process less scary than it once was.”

The growth Shop Dog has experienced in the past decade “has far exceeded my expectations,” she added. “During the first two years, I worked seven days a week alone — with my shop dog. I was so afraid of increased expenses with adding staff and didn’t see how it was limiting growth because I didn’t create time to focus on marketing. I was working in my business but not on my business.”

She currently has two full-time employees and four part-time employees, “which has allowed me to focus on my wholesale product and creating the subscription service,” she said.

“I would love to open a second location someday, possibly West River, though staffing is a big hurdle for business owners right now. I would also love to focus more on my Mount Ruffmore biscuits as well. I’m so excited about the subscription because it enables us to form relationships with customers nationwide.”

Sign up online for the subscription offer. Deliveries will start later this month.