WHEN STOCKING THEIR shelves, many independent pet business owners give preference to products made in the U.S.A. Danielle Cunningham also looks closer to home for her store, Lewis & Bark’s Outpost in Red Lodge, MT. She seeks out manufacturers in the city and state for its “Made in Montana” section.
THE IDEA
Sell local. “There are no corporate stores in Red Lodge, only small businesses,” Cunningham says of brick-and-mortar retail options for the population of around 2,100. “We know everyone who owns a small business and their families.” Because of that, “We understand the importance of supporting locals.”
She added the “Made in Montana” section in 2018, a year after opening. It appeals to residents and tourists alike, the latter who stop in on their way to and from Yellowstone National Park. “They want to buy local, too, to have something to bring home.”
THE EXECUTION
Source big and small. Some manufacturers are an easy find, such as West Paw in Bozeman. “They’re our best-selling toys.”
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Lewis Barks Outpost bowls
Others she discovers through the Montana Department of Commerce’s Made in Montana program, which certifies products made or grown in the state. Participating companies feature the appropriate logo on their packaging, and stores can hang signs in their windows.
“The stickers and signs go a long way. People today really like seeing where things are made, and they are paying more attention to sourcing.”
Cunningham also finds items through contacts in area agility groups and at veterinary clinics.
The “Made in Montana” section features a handpainted sign by local artist Lee Walker.
Edible products include freshly butchered beef bones from the Emmett family’s Stillwater Packing Company in Columbus, and Arlene Paul’s Just Meats Dog Treats in Reed Point. Paw butter and dry dog shampoo come from Jenny Travis’s
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Ginger Red Naturals in Red Lodge. Fleece snuffle mats get made by Cristy Carpenter’s K9 Kreations in Fromberg. Bandanas come from Marcia Sullivan at So Sew Sullivans and Headwaters Studio Design and Screen Printing, both in Red Lodge.
THE RESULTS
Feel the love. Cunningham says that “Made in Montana” products make up about 5 percent of her overall sales. The goodwill she creates by selling them, though, has a much higher value, as residents of Red Lodge and neighboring communities frequent and recommend her store because of it.
“It all comes around, all of that love.”
Do It Yourself: 5 Steps to a ‘Made In’ Section
- FIND LOCALLY MADE PRODUCTS. Look to area departments of commerce programs for leads and also manufacturer vetting. Cunningham says, “I’ve found a few on my own I thought were really cool, but they didn’t have a business license or quality control. I don’t want to ever make someone’s dog sick.”
- BUY, DON’T CONSIGN. Consignment requires additional work. “I just buy everything and sell it.” Plus, “I have more freedom that way.”
- START SMALL. Create a table display with a few products to see how they sell, with “Made in” signage. Scale accordingly, merchandising to suit as you grow the selection.
- PERSONALIZE THE PRODUCTS. The “Made in Montana” section at Lewis & Bark’s also features a “Meet Your Makers” display with photos and bios.
- PROMOTE IN-STORE AND ONLINE. Display any print and electronic “Made in” signs and stickers. Don’t have such a program in your area? Create your own logo to use.
