OCEAN CITY — There’s something different about Animal House pet supply store.
It’s not immediately evident upon entering the shop at 705 Asbury Ave. in downtown Ocean City, but it does reveal itself through close inspection.
It’s not the size, because even though the store is narrow it extends back quite far. It does have a cozy, comfortable feeling when compared to big-box stores with their open layouts and lofty ceilings, but that’s not it either.
On the sign out front, below the store name, are the words “For spoiled pets & pet owners.” Therein lies the difference.
It’s evident in the high quality of the products and especially the nutritional value of the foods and supplements available.
Owner Shani Kovacevic and her husband, Tony, opened the shop in 2001. The Upper Township residents have two children, Jonathan, 15, and Maya, 14.
Kovacevic said the original concept was to provide products for dog and cat owners manufactured by small, independent producers and ideally made in the United States.
“It was easy for me to understand that products made in this country in small batches are of better quality,” Kovacevic said, noting quality comes at a price. She said being in Ocean City allows her to offer higher-quality products because it has the economic conditions that can support the business.
“I made a conscious decision to not compete for price but rather for quality, and lucky for me people were receptive,” Kovacevic said.
She said small businesses are vital to a strong economy. “For as long as I can remember, I have always understood the value of small businesses, and being a small business, I want to support other small businesses,” she said.
As time progressed, she said, she began incorporating more of her background in homeopathy into her brand as an alternative to veterinary services. She promotes the use of good nutrition, herbs and homeopathy to address common and uncommon problems in dogs and cats.
Kovacevic said the store includes both nutritional and novelty elements.
On the nutrition side, Animal House offers high-quality foods, supplements and treats.
“We only sell independently owned companies’ food,” she said, noting they have better quality control because they do not have the capital to bounce back from bad public relations.
“On the novelty part, our aim is to provide people with gift ideas that will feature their breed,” she said. “Every item we have in the store we most likely will have in 176 different versions — every breed, every color, every shape.”
She said because she works with independent producers, they often are willing to go outside the American Kennel Club lines and include popular new mixes.
“My artists are willing to venture out, which is a great advantage because people can find things that they cannot find anywhere else,” Kovacevic said, adding that she and her employees design a lot of the products in collaboration with the producers.
She said she has formed relationships with her manufacturers over the years, some dating back nearly to her opening.
“I’ve been working with most of these companies for close to 20 years,” she said.
Forming relationships extends to the customers as well.
“We always make our customers understand there is a solution for every budget. It’s not going to be cheap; if it’s cheap, always ask how it can be so cheap yet feed my dog. Something’s got to give, you can’t have quality and price at the same time,” she said. “We have different tiers to allow customers to deal with different budgets.”
Kovacevic also said she has customers who have been returning for 16 to 17 years. Asked if some were on their second or third dog since they had met, she said many are on their first because they are living longer and better through consuming her products.
“We fix problems and we aim to have a long-term solution,” she said. “You can spend it on food or spend it at the vet. When you don’t have to spend at the vet, you can afford our other products. I want your dog to be healthy so you can buy the pretty collar.”
Animal House is open 10 a.m. to 6 p.m. Monday to Friday and 11 a.m. to 4 p.m. Sunday. Call (609) 398-3771.
By CRAIG D. SCHENCK/Sentinel staff