Brittany and Brad Schlup Invite and Embrace Change at Premium Pets

Premium Pets, Jefferson City, MO

OWNERS: Brittany & Brad Schlup LOCATIONS: 1 FOUNDED: 2017 AREA: 3,000 square feet EMPLOYEES NOT INCLUDING OWNERS: 2 full-time and 4 part-time WEBSITE: premiumpetsjc.com FACEBOOK, TIKTOK & INSTAGRAM: premiumpetsjc TOP BRANDS: BAYDOG, Canophera, Diamond Pet Foods, Fluff & Tuff, Fromm Family Pet Food, Natural Dog Company, NaturVet, NutriSource Pet Food, Primal Pet Foods, Redbarn Pet Products, Suzie’s Pet Treats, Wild Meadow Farms, WOOF

Brad and Brittany pose with Rolle, top, and the late Grizzly. Baby Bowen joined the family last fall.

IN 2017 AT 29 YEARS of age and with no prior business experience, Brittany Schlup left a career in higher education to create Premium Pets in Jefferson City, MO.

“I was looking for a new challenge. There was a spark inside me — a feeling that I was meant to build something of my own,” Brittany explains. “I decided to open a natural pet market because I saw a real need for one in my community.”

Husband Brad joined Premium Pets full-time in 2019, and four years later they moved the store from its original 1,200-square-foot space into the current 3,000-square-foot building. Having realized 34% growth in the new location, Brittany says of their business to date, “It’s been an incredible ride of positive transformations.”

Customers — pets and people — can always find refreshments in the kitchen.

New Look, New Opportunities

With the move, Brittany and Brad updated the look and feel of Premium Pets. Local firm Firehouse Design executed their vision of a fun and welcoming vibe with a rustic twist, working on everything from brand color and logo updates to eye-catching signage. Bone-shaped signs designate sections for treats and chews, while a bright-red doghouse frames the entrance to a separate pet food room — food makes up 55% of overall revenue. A playful tub-shaped sign directs customers to two private self-wash stations.

Abundant natural light from front windows fosters an inviting space for pets and their people, while the open floor plan allows for customer events such as Build-A-Bowl workshops held in the homey kitchen area. Fun fact: Store cats Prim and Piper wait by the faucet each morning for a team member to turn on the water for a play and refreshment session.

In addition to indie-favorite pet brands, customers will find locally sourced products such as South Point Hemp CBD, rabbit chews, and seasonal collars and bandanas by a local artist, plus unique-to-their-area items from online wholesale market Faire. Pet parents can buy biscuits by the bag for $9.99. “We’ve got a cool, custom-designed biscuit bar full of oven-baked biscuits,” Brittany says. “We’re projecting we’ll sell over 3,000 pounds this year!”

Moving Premium Pets also created space for self-wash, with further changes made to evolve operations and offerings and to increase revenue. She explains, “We just updated our washrooms and packages. Our washrooms now have tile that goes up about 5 feet on both sides of the wall to help with cleaning.” And customers now have more options to choose from at different price points. (See 5 Cool Things for details.)

The checkout area’s unique barnwood counters contain glass bakery cases for cookies. Brittany says, “We’re thrilled to have reused them from our previous location, maintaining a cozy, familiar atmosphere. They were designed by the same woodworker who created our biscuit bar, ensuring coordination throughout.”

Strong branding and clear signage help customers navigate the different departments at Premium Pets.

Enhanced Customer Experience

“I push our staff to always be the best,” Brittany says, explaining that Premium Pets stands out by combining personalized service with a focus on wellness. Small but mighty, the team of six follows a comprehensive store playbook.

Greeters warmly welcome customers, give treats to pets, and set up self-wash services when a bath drives their visit. Floaters hand out baskets, restock and further build rapport to ensure seamless shopping. Lead cashiers suggest add-on items such as baked cookies, sign up customers for loyalty and text programs, and swiftly address any issues.

Generous sampling of pet food, from raw frozen and freeze-dried to gently cooked and kibble, also contributes to an enhanced customer experience. “We have so many free samples, and we really like to hand these out to customers when they come in, especially when it’s their first time visiting. We just take a pawprint bag and fill it up based on what the customer’s needs are,” Brittany says.

Pet parents can take part in fun store events, as well. A monthly BarkDay celebrates birthday pups, with a $5 reservation fee covering a dog-safe pupcake, party crown, photo backdrop, ball pit and play area, party favor bag, bandana, and a coupon good for their next Premium Pets purchase. Breed Meetups, including a Heinz 57 for mixes, take place inside and out in the parking lot. Brittany says, “They’re a blast! These meet-ups are all about bringing people together in a laid-back setting, to simply chat about their cherished pets.” The store also hosts the Build-a-Bowl workshops monthly with brand sponsors, First Saturday Dog Walks with a coffee truck, and a semi-regular Microchip Clinic with area humane societies.

Brittany and Brad like to partner with outside groups. “We can work together to make events bigger and better,” she says.

The separate food room draws customers to the back of the store, past a variety of impulse items.

Strong Engagement

The team connects with customers on a variety of platforms, always evolving to meet them where they are. “We’ve got a strong text loyalty program with over 800 subscribers, and friendly email newsletters going out to 3,300 subscribers weekly, with an average open rate of 34%,” Brittany says. “Whether it’s exclusive deals, new arrivals or in-depth pet news and event invitations, Premium Pets is all about staying connected to our customers.”

She points to Facebook as the business’s primary social platform as it aligns with their target audience. The store’s page has more than 5,600 followers, impressive for a city with around 42,000 residents. Brittany adds, “What sets us apart is the diversity of voices within our team. Each member contributes their unique style and perspective, ensuring our page remains vibrant and dynamic.” Team members also created a private group for internal interaction, as well as the Premium Pets Bulletin Board private group for broader engagement within the community. It has grown to nearly 600 members.

Like other pet stores, the store’s e-commerce saw increased use during Covid, with many customers continuing to use auto-orders for recurring purchases, which come with a 5% discount. To reach new customers, Brittany and Brad have partnered with DoorDash. She says, “It’s been easy to oversee active orders, simplify store management and optimize our menu. Support is quick to resolve issues, and we’ve had no issues utilizing this popular service.”

Premium Pets pops up at local festivals and events with its Waggin’ Wagon.

Always Evolving

Premium Pets has won multiple awards, such as Best Place to Splurge on Your Pet in Jefferson CITY Magazine and as 2023 Small Business of the Year from Jefferson City Chamber of Commerce.

But Brittany and Brad don’t rest on their laurels. She says, “For 2025, our word of the year for our business is ‘revamp.’ We are always thinking about how we can revamp our operations, our customer satisfaction, our team, our events and our marketing.”

The Schlup family currently includes 5-month-old son Bowen, pup Rolle, and cats Meg and Lulu. Brittany says it’s a joy to work alongside her husband every day, adding that Brad has been her anchor, embracing entrepreneurship seamlessly. They’ve had eight successful years of business growth. “Together, we form an unbeatable duo,” she says. Brad focuses on details such as weekly orders, system checks and inventory management, while Brittany leads business development, concentrating on operational goals, events, marketing and human resources.

With Premium Pets running smoothly, thanks to help from its talented team, the couple’s personal goals are to expand their family further. And Brittany has a list of future business possibilities: more private labeling, custom packaging, in-house subscription boxes and even franchising.

Much of the brand’s growth has resulted from the changes they’ve gone through since opening in 2017, including the move.

“My philosophy about change is that you have to embrace it,” she says. It’s nothing that you should be afraid of, and it’s done wonders for our store.”

Five Cool Things About Premium Pets

1. ENRICHMENT TO-GO: Created in-store and displayed in a dedicated freezer, pre-filled mats, bowls and chews offer an assortment of broths, treats and foods. Cost: $14.99 and up. Customers can bring back empty mats and bowls for a refill at a lower price. They can even order custom enrichment offerings, for pups with allergies, and get fun themed trays such as a recent one cheering on the Kansas City Chiefs.

2. PREMIUM PETS LIVE: During anniversaries and other special events, the store hosts radio broadcasts, which work well for their audience and community. “It’s always fun having a live broadcast right in our parking lot with local radio announcers,” Brittany says. “The on-air interviews are always fun and attract a crowd.”

3. K9 SUPPORT: Premium Pets accepts Diamond Dog Food pet vouchers from the Jefferson City Police Department and Highway Patrol, and also supports K9s on the Frontline Missouri, an organization that provides fully trained PTSD service dogs to combat veterans.

4. SELF-WASH TIERS: Newly upgraded self-wash offerings provide customers with options: The $18 Standard Wash includes shampoo, towels, dryer, apron and brushes for 30 minutes. The $25 Premium Wash adds on two microfiber towels, a choice of shampoo and a dog cookie. The $35 Ultimate Wash package tops them with paw balm; ear, eye and dental wipes; and an hour in the washroom.

5. THE WAGGIN’ WAGON: A marketing tool that’s both a “lot of fun and a lot of work,” the fully wrapped 16-foot trailer matches Premium Pets’ delivery truck and store branding. “We’ve partnered with local businesses, joined parades and attended festivals, spreading the word about our products and services,” Brittany says. “It’s like having another store on wheels.”

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