She began Busch Pet Products as an online store in 2008, expanding two years later to a brick-and-mortar location in her hometown of Cape Girardeau, MO. She and husband Chris Heisserer moved the store to this storefront in 2021, purchasing the shopping center for Busch Pet Products and leasing to other small businesses.

“The exterior looks like a French village,” Busch-Heisserer says. “We worked with our contractor to add even more curb appeal with meandering stained concrete, grass between the sidewalks, and planter boxes that double as seating.”

Inside, black ceilings make the 4,400 square feet feel even more open, and an earthy, color palette of greens and tans creates a soothing aesthetic. LED “Dogs” and “Cats” signs aid customer navigation.

Furnishings as fixtures contribute to the welcoming atmosphere.

This former Macy’s display now holds raw body parts instead of sweaters. Busch-Heisserer estimates sales from this display case alone at roughly $90,000 over the past year.

Original artwork of Howie — commissioned and by customers — hangs throughout the space and memorializes the famous store kitty who passed in 2020.

He remains the mascot for community and customer outreach. Howie’s Harvest donates 6,000 pounds of pet food each year to a local food bank.

Howie’s Birthday Club sends members a postcard and invitation for a free treat and social media photo.

Happy birthday to Ellie.

Having a dedicated cat section helps to make often-overlooked kitty customers feel valued.

Customers who use the store’s self-wash order from a menu of shampoos and conditioners. Dozens of varieties include everything from Mellow Pet with lavender, orange and sage notes to the masculine scent of Mysterious Mate. Specialty treatments cost extra, and the store saves money by using concentrated products and mixing for each customer.

For $15, they get a bucket with their choice of products and use of shammy, towel, brush and comb. Aprons are available, and each tub has its own dryer. In 2021, baths and bath packages totaled around $46,000 of the store’s $1.1 million annual gross revenue.

The first Sunday of each month, customers who correctly answer a true-or-false trivia question earn a prize-wheel spin for discounts, free cookies, stickers and other fun stuff.

An optimally placed digital billboard widens the store’s reach. A customer owns one visible from three vantage points at a nearby roundabout. Read more about Busch Pet Products in its America’s Coolest profile.