She strategically choose a location for City Bark with more than 3,000 dogs and cats living in apartments within one mile.

And with a dog park nearby. Judson offers products and events with that in mind. About her customers, she says, “We want them to come in and visit, but stopping in three to five times a week can add up.”

She continues, “We’ve designed our treat bar so customers can spend anywhere from 50 cents to $15. We also offer single tennis balls, poop bags and smaller bags of treats. Dogs still get a treat or toy every time, and customers are happy about their wallets.” The store takes Apple Pay, Google Pay and Venmo to make checking out quick and easy with just a phone.

City Bark branded merch also suits the setting and clientele.

Like many urban retail spaces, the long and narrow layout presents challenges. Judson uses baskets and bins on tabletops plus additional shelving to maximize the 1,200 square feet. Hot pink industrial piping and pegs on turf-covered walls do double-duty as design and display elements.

In 2020, Judson added grooming and self-wash to City Bark’s menu of services with help from a $50,000 grant she won through pitch competition Rocket Mortgage Detroit Demo Day.

Local architect and light artist Patrick Ethen transformed 350 square feet at the back of the store.

“We wanted a space that was calm like a spa, but still fun, inviting and unlike any other salon or self-wash that we’ve seen,” Judson says.

Self-wash revenue has contributed to the store reaching an overall 45% increase since the 2017 move.

Once a week, staff host a pop-up at one of the 50 pet-friendly apartment buildings within five miles. Coupons and free-delivery codes allow for ROI tracking.

They meet with residents, pass out samples and treats, and share information about services.

“We’ve had people walk over to our store to check it out while the event is still happening,” Judson says.

Special events also encourage visits. Every fall, Judson hires a photographer to shoot customer dogs in winter and holiday apparel before City Bark opens. Models get a discount, and the store has highly sharable images for social media posts through the season.

City Bark may cater to dogs and cats, but Cleo the Cockatoo reigns from her perch.

This 31-year-old rescue has become a bit of a local celebrity, with people stopping by just to say hello to Cleo. Read more about City Bark in its America’s Coolest profile.