Lupo invests in the pet market

Data from the Brazilian Institute of Geography and Statistics (IBGE) show that there are 52.2 million pet dogs in Brazil and, according to Abinpet, the pet industry made BRL 18 billion in revenues in 2015 in the country. With this in mind, Lupo, a member company of Texbrasil – the Brazilian Textile and Fashion Industry Internationalization Program, the result of a partnership between Abit and Apex-Brasil (Brazilian Trade and Investment Promotion Agency) – is introducing the “Lulupo” line of dog socks.

Carolina Pires, commercial and marketing director at Lupo, says that the foray into the segment is a result of the brand’s repositioning. “In 2016, we launched the ‘Lupo is Love’ concept, because we are the brand of the Brazilian family and we want to dress the entire family. So we couldn’t leave out one of the family’s most beloved members, the pet dog,” she says.

The launch of the “Lulupo” collection is being done on a national scale, with 100,000 pairs of socks being placed on the market. They will initially be sold at over 320 Lupo stores across the country and later at pet industry establishments. The products are made of natural cotton fiber and come in three sizes and five colors.

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