Love's Pets

A lot has happened since 1981 when there were only a handful of pet stores in the entire Conejo Valley. Thirty years later, there are dozens; some of them independent, and some, large retail chains.

While many have gone out of business, a few locally owned ones, like , along Kanan Road, have persisted.

Dauntless entrepreneur

The son of a food broker, owner Larry Horn claims to have zero retail experience but loads of ambition and audacity.

He started introducing natural and holistic pet food items in 1997, when no other pet store had them in their inventory. “I was told I would never make it,” said Horn.

“Back then, I could only find one supplier who was carrying that kind of pet food line,” he said. “Today, there are more sources of healthier pet food alternatives than you can possibly imagine.”

Horn said he just wanted to set his store apart from the big box and other run-of-the-mill stores that were starting to mushroom in the area. “The connotation then and maybe even now, is that bigger is cheaper,” said the long-time Conejo Valley resident.

By carving a niche, Horn wanted to encourage customer loyalty and stand out. “A friend told me to shift focus before I get caught behind the times,” he said.

Natural and holistic pet care

Love’s Pets caters to dogs, cats, reptiles, birds and other small animals. The store has quite an array of natural and holistic dry food, fresh food, and supplements.

With regular consumption of natural and holistic pet food, studies have shown that pets develop a stronger immune system, making them less prone to infections, according to Horn.

Treats are also popular sellers. “The Himalaya chew sells really well,” Horn said, describing the dog treat made of cheese enzymes, yak milk and cow milk.

Then there are “boredom toys” to keep animals physically active as well as mentally engaged. Pet accessories from leashes to crates to high-end plush beds are also available.

People also bring locally bred puppies and kittens to sell at the store. Horn stands behind all the pets on consignment. “Before we start selling them here, they have to be checked by a veterinarian,” he said.

There are also some pet services he recommends like grooming places, doggy obedience classes, and reputable veterinarians in the area.

Dog dental services are available on site and offered every first Wednesday of the month. An ultrasonic teeth cleaning technician comes in and performs the anesthesia-free procedure. “The rate is very reasonable–a fourth of what most vets in the area are charging,” Horn said.

Lean times

Most of Love's Pets clients are from a three to five-mile radius. Many of them have been coming to the store for decades. “I’m on a first-name basis with most of them,” Horn said.

The store is open seven days a week, but the hardworking entrepreneur regularly puts in long hours, six days a week, even with three employees on his payroll.

When the recession hit, Horn re-evaluated his operations but did not slow down. “I kept my inventory levels just right–not carrying too much of anything but not running out either,” he explained.

“Generally, I think most local businesses in this area suffered a 20 to 30 percent revenue drop,” he said. “Some of our clients switched to lower priced pet food during those lean times.” Puppy sales were also down. 

At the height of the recession, Horn was devastated by widespread stories of pets being abandoned by owners in their foreclosed homes. Though he can’t take them all in, having two dogs of his own, he pitches in by donating food and supplies to the .

Staying power

The “secret” to longevity in the business world is actually not a well-kept one, according to Horn.

It’s pure and simple: customer loyalty, he said. According to Horn, “When you help their pets stay well, you gain their loyalty.”