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PetSmart’s Chief Executive Officer, Bob Moran, revealed to the Wall Street Journal that the chain has been able to profit by treating pet owners as pet parents.

The article notes that whole competitors of PetSmart are focusing on products and expanding that line, PetSmart has broadened their offerings, including dog day camps and “pet hotels,” an upgrade from traditional kennels. They are also targeting niche markets like gay pet owners and second-generation Hispanic customers.

Moran told the WSJ, “Humanization of pets has become more like that feeling you have for your kids; that type of bonding. The whole basis of services is special needs, like pet hoteling when you’re away. We don’t say, “How can I help you?” We say, “Tell me about your pet.”

PetSmart reports double-digit profit increases for the 10th quarter in a row and has opened a total of 1,000 stores since 2007 with plans to add 50 stores each year for the next 8 to 10 years, so the pet sector is definitely thriving.

The boon in the pet industry, Moran reports, started with the pet food recall of 2007, wherein pet parents started looking at ingredients. Natural, organic foods are a big part of the landscape.

The CEO reported he has two dogs: Bruno, a Rottweiler, and Sophie, a border collie. He became CEO in 2009 after holding executive positions at Toys “R” Us Inc. and Sears, Roebuck & Co.

PetSmart, Inc. is the largest specialty pet retailer of services and solutions for the lifetime needs of pets. The company employs approximately 50,000 associates and operates more than 1,241 pet stores in the United States, Canada and Puerto Rico, over 194 in-store PetSmart PetsHotel dog and cat boarding facilities and is a leading online provider of pet supplies and pet care information.

More information may be found at www.petsmart.com.

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