Ordering pet food and supplies online is so fast and convenient that it’s easy to forget there are other ways to shop. Mike Palmer, owner of Premier Pet Supplies, doesn’t discourage online shopping. He offers it, too (premierpetsupply.com).
However, the heart of his business model lies in something the internet can’t provide: a highly personalized shopping experience. That guiding philosophy has helped him grow Premier Pet Supplies from a single neighborhood store in Beverly Hills into a thriving network of 13 locations across Metro Detroit, employing 280 people.
But don’t call it a chain — at least not in the traditional sense.
“I like to refer to us more as a family of stores,“ Palmer says. “We’re the only Michigan-owned and family-owned pet-supply business in Southeast Michigan. Everyone else is venture capital-backed or publicly traded. That’s not who we are.”
Palmer, a 49-year-old Novi resident, began working for his uncle and company founder, Ray Hesano, while in high school. What started as a part-time job to earn money for college evolved into a career. At 21, Palmer was managing the store, and at 24, he bought into the business.
He began expanding by strategically partnering with a few employees and opening additional locations, which now include Troy, West Bloomfield, Novi, Rochester Hills, Detroit and more.
“We’ve always maintained outstanding customer service. That’s the easy part,” Palmer says. “It’s about getting to know the customer and the pets, building relationships and providing customers with a positive experience that will make them want to come back. The cherry on top is that they can do all that while supporting local.”
Premier sells products from nearly 30 Michigan-based companies. The local-first mindset may set Premier Pet Supplies apart, but it also presents one of the company’s biggest hurdles.
“The biggest challenge right now is awareness,” Palmer says. “We offer convenience, price and service, but people don’t always realize they can get all that and still support local.”
Despite the challenging retail landscape and the grind of 15-hour days, Palmer shows no signs of slowing down. His mission remains the same as it was when he first took over the store at 21.
When he’s not working, he enjoys spending time with his family. He and his wife, Rita, have four children between the ages of 18 and 22 — and two dogs. Palmer prioritizes community involvement as well, devoting his time and resources to helping animal rescue organizations – the stores have facilitated more than 10,000 pet adoptions — and participating in community education events and primarily-school presentations about animal safety and welfare. He’s also a frequent guest on Fox 2 and Channel 4 news.
PALMER’S FAVORITE PRODUCTS
With 30-plus years in the pet-supply business, Mike Palmer has seen some really good and some not-so-good pet products over the years. Here are some of his favorites.
Favorite Cat Food Brand: SMALLS. What he likes about it: Aside from the company culture, the food is gently cooked and ideal for cats because of the way it’s prepared. Cats require a significant amount of moisture in their diet.
Favorite Dog Toy: Toys made by Fluff & Tuff. What he likes about it: This Michigan company makes great-looking plush toys that are super durable.
Favorite Dog Treat: Hunter’s Healthy Treats. What he likes about it: From another Michigan company, this one based in Livonia, these treats are natural and have a soft texture and wholesome ingredients.
Most Unique Items in the Store: Premier offers products for all kinds of pets, including a variety of insect feeders (crickets, tomato worms and Dubia roaches).
Favorite Service: Do-it-yourself dog washing. Customers really appreciate the do-it-yourself dog wash rooms. “They’re private rooms, so it’s less stressful for the pet and the owner,” Palmer says. “They can come in and utilize all the supplies we provide, then leave the mess with us, rather than wrecking their bathroom or straining their back over a tub.”