WEST FARGO – A new pet supply store is planned in Inforum.

WEST FARGO — Reid Kessler is convinced you’ll love the pet supply and grooming store he’s bringing to West Fargo.

Fitup for Pet Supplies Plus continues in the first.

rue21 place

Between home goods and popular footwear at Westgate Commons Shopping Center.

“We’re really excited,” Kessler said, calling the metro area a “dynamite city.”

A pet supply plus store is being installed in the former rue21 storefront, seen Friday, Jan. 26, 2024. Plans are to open in April at 1500 13th Ave. E., call for the store at West Fargo.

Helmut Schmidt / The Forum

He said Kessler’s goal was at 1500 13th Ave. The 7,200-square-foot store on E is designed to beat competitors like Petco and PetSmart on price, while providing top-flight service.

The “heart and soul” of the store is pet grooming and full-service grooming. Customers can wash their pets themselves, or have them shampooed, blow-dried and pampered by the shop’s groomers, an experience for owners and pets alike, she said.

In addition, Pet Supplies Plus will carry a full range of pet supplies, from food and toys to vitamins, collars and other supplies for dogs, cats, fish and other small animals.

“We are going to bring a high level of service like the market has never seen,” he said. “We think we’re going to bring (the Fargo area) a world-class experience in the world of pet services.”

Kessler, of Aberdeen, South Dakota, is a veteran retailer. He Kessler’s Inc. is president of, and owns and operates grocery and convenience stores.

And he is a devoted dog lover.

“At heart, I’m a dog person. I love my dogs. I love to hunt. I have four kids, and they’re obsessed with our dogs,” he said.

So, when he was looking around for a franchise to diversify and expand his holdings, he soon knew Pet Supply Plus was the pack he wanted to be a part of.

“When we look at our company mission and our values, and Pet Supplies Plus, it’s just a really, really great alignment,” he said. The Fargo-Moorhead metro outlet is “going to be our first PSP store. And we’re trying to do a lot of them, I think.

A soft opening is planned for late April, with a grand opening in mid-May, he said. In the meantime, he’s hiring managers and groomers.

Pet Supply Plus is headquartered in Livonia, Michigan, about 15 miles from Detroit.

About 65 percent of the stores are franchise operations, the company said on its website.

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