French supermarket chain Carrefour has launched a new pet store concept in Paris, in collaboration with Invivo Retail’s pet care brand Noa.

The new 190sqm shop-in-shop opens at the Saint-Brice-sous-Foret hypermarket to the north of the city, featuring a broad selection of petcare products (including specialist brands) sold by expert vendor-advisers responding to an increasing trend in owner investment in pet health and wellbeing coupled with a rising demand for personal advice and support from experts.

Visitors to the store can elect to have their pet’s wellbeing checked in the “paravet” area as they shop.

“The Noa concept is in line with Carrefour’s desire to provide new in-store shopping experiences through specialist offerings and bespoke advice for dogs and cats,” said Carrefour Hypermarkets in France executive director Marie Cheval. “It’s a unique retail initiative.”

“This project is in line with our plan to transform, accelerate and give impetus to our new Noa pet care brand as part of an original shop-in-shop concept,” said Invivo Retail CEO Guillaume Darrasse, “enhancing the customer experience and more specifically serving animal lovers”.