The specialist in equine gifts and supplies, SmartPak, entered the world of dogs at the beginning of March with the launch of its 40-page SmartPak Canine catalog and internet store, SmartPakCanine.com, writes Multichannel Merchant (via MediaBuyerPlanner). "Our belief so far is that we are seeing a fairly good response," said Charlie White, vice-president of direct marketing. "We have kind of a unique product; we're not aware of any other merchants doing this."

"We've established a great business model for horse owners, and many of them are also dog owners," White said. "They have suggested we expand into dog products, and the more we looked into it, the more we liked the fit."

SmartPak provides animal care products such as medications, supplements and food in customized single-serving packs. Horse, and now dog, owners can automatically replenish orders monthly. SmartPak Canine has expanded to include beds, crates, toys and accessories for dogs and is considering adding two pages for cat owners.