“Local businesses keep the character of Copenhagen alive”: Hunni Concept Dog Store, Copenhagen

Nestled in Copenhagen’s eclectic Christianshavn neighborhood is Hunni, a boutique shop specializing in designer dog accessories, sustainable, quality food, and plenty of puppuccinos. Owner Stina Holm Rossen, who left a corporate IT career seven years ago, shares her journey, what it takes to thrive in a niche market, and why specialty stores like hers are vital to the city’s character.

Leap from IT to serving our four-legged friends

Stina’s leap from IT consulting to running a premium pet supply store was driven by a desire to make a difference. “Monday mornings were not for me. I wanted to do something with my life”.

Frustrated by the lack of high-quality pet products for her own Corgi/Jack Russell mix dog, she opened Hunni in 2017. Located in Christianshavn, Hunni offers hand-picked items globally, with a focus on Danish products.

“There are fewer physical stores in city centers, and many claim ‘retail is dead,’ but that’s not the case here. People seek unique experiences,” Stina explains. Local businesses are still thriving, both through in-store sales and through offering online orders.

While retail itself has undergone major shifts in recent years, so have people’s relationships with their dogs. Stina explains that the number of dogs has “exploded” in Copenhagen since the pandemic, bringing with it a new market of urban animal lovers with high standards for their four-legged friends, as well as a thirst for knowledge. 

“New dog owners see their dogs more and more as members of the family, and their expectations for their health and happiness are similar to what they would have for anyone else in the family home”, Stina posits. “They’re not just feeding them scraps from the dinner table, and they want food free from chemicals and preservatives.”

Standing out with quality and service – also on people’s doorsteps

Despite Hunni’s popularity, it faces stiff competition from massive chain stores. “We can’t match their size or quantity, but we can compete on our personalized service,” Stina says. This approach has created a loyal customer base that appreciates the bespoke advice and carefully curated products. 

It is precisely this commitment to quality and an intensely personalized level of service that has earned Hunni a fiercely loyal customer base.

Before partnering with Wolt, Stina dealt with unreliable delivery services. “Products often disappeared or arrived in poor condition. Delivery accounts for 40% of our business, so finding a reliable partner was crucial,” she says. Wolt has improved delivery speed and reliability, allowing Hunni to offer items like frozen goods and better manage stock rotation. With Wolt, Hunni “can offer the same level of convenience as a billion-dollar company, without requiring the same resources”.  

“Wolt has expanded our reach and sales, enabling us to move inventory quickly without needing large storage spaces.”

A business invested in its community

Stina firmly believes in the importance of local businesses. “Without local shops, the city loses its character,” she says. Hunni adds vibrancy to Christianshavn, offering a space where people and their dogs can connect. Stina also highlights the shift towards buying local, accelerated by the pandemic. "We’re seeing a shift – more and more people since the pandemic are buying local and feeling more loyal,” she adds.

This shift helps sustain small businesses like Hunni, which employ local people and are invested in their local area thriving. For Stina, delivery partnerships like Wolt also have a role to play here.

Delivery partnerships like Wolt play a role in sustaining small businesses, offering them a chance to compete. 

“I encourage other entrepreneurs to consider Wolt. It brings new customers and helps keep small businesses alive.”

Looking ahead, Stina advises aspiring entrepreneurs to "really do your best every day" and stay true to their vision. She sees that  Hunni's success comes from this thinking, combined with a dedication to solving customer needs. Despite opportunities to expand, Stina prefers to keep her business small and personal, ensuring a high level of service.

Stina's story is a testament to the power of local businesses in fostering community and maintaining the character of our cities. As she puts it, "There’s more than one way to be an entrepreneur. Let’s serve our communities, rather than focusing on endless growth at all costs”.