When Camille Limongelli and her boyfriend Ted Drummond decided to bring a new puppy into their home, they knew exactly where to find one: the mall. Specifically, the Freehold Raceway Mall in Freehold, N.J., an upscale retail paradise that includes everything from Victoria’s Secret to Abercrombie & Fitch, known locally as a puppy mecca. In fact, when the couple arrived, they found themselves among a horde of shoppers jostling for space beside a wall of cages occupied by adorable pups. Soon enough, a love connection was made and 13-week-old “Tibet” was off to his new home in Brick, N.J.
While Tibet is clearly special to Limongelli and Drummond, he’s also special in the evolving world of animal welfare. That’s because Tibet isn’t a typical petstore puppy—he didn’t come from a puppy mill, where young female purebreds are used as puppy-producing machines and live in deplorable conditions. Rather, he and his abandoned siblings were rescued from the streets of Puerto Rico by a San Juan-based animal welfare organization. Moreover, Tibet wasn’t purchased, he was adopted, and this took place not in a pet store, but at the Freehold Adoption Center, a satellite site of the Monmouth County SPCA (MCSPCA), which serves the northern Jersey shore.
A New Approach
Such mall-based adoption sites represent a new approach to animal sheltering and rescue that capitalizes on the retail model that made pet stores so popular in the first place: convenience; an irresistible inventory of puppies and kittens; and the availability of a wide range of pet accessories, from fashion ware to gourmet treats, all under one roof. The main difference, of course, is in the sourcing. Rather than profiting from animal suffering, the adoption center is alleviating it.
“The concept was that by giving people what they want in terms of the retail experience, you can save more lives,” says Ellen La Torre, director of finance for MCSPCA. “The fact is that if people come to our main shelter and don’t see what they want, which is often a cute, cuddly puppy, they may end up going to a pet store, which just perpetuates puppy mills. So, from an animal-welfare perspective, we figured, why not give them what they want, where they want it?”
While it’s difficult to know how many such retail-based adoption sites are now in operation, variations on the concept are clearly beginning to take hold and grow. The MCSPCA mall site opened its doors in April 2012, about six months after Humane Society Naples (HSN) expanded into Coastland Center, an enormous shopping hub in southwestern Florida. AniMall Pet Adoption and Outreach Center of Cary, N.C., began developing a slightly different model in 2005, using rent-free space in a nowdefunct outlet mall to provide local rescue groups with a centralized location to showcase their adoptables. Three years ago, AniMall made the bold decision to move into 3,000 square feet in Cary Towne Center, where they pay market rate. That move was so successful that the nonprofit plans to expand into 4,000 square feet of space in the same mall this February.
With neighbors like Nordstrom, Macy’s, Sears and JCPenney, these adoption sites have had to learn to embrace a full retail model, starting with merchandising. Most stock an array of high-end pet supplies, from logo-wear and gourmet treats to dog beds and designer leashes. AniMall specializes in organic and specialty pet foods that contain no wheat, corn or other potentially harmful additives. The sales of these products are critical to funding the overall operation, as well as supporting rescue and adoption efforts.