THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Wednesday, February 28, 1996 TAG: 9602270119
SECTION: VIRGINIA BEACH BEACON PAGE: 14 EDITION: FINAL
COLUMN: EARNING A LIVING IN VIRGINIA BEACH
SOURCE: BY LORI A. DENNEY, STAFF WRITER
LENGTH: Medium: 86 lines
Clark Rephan likens himself and his small business to David of David and Goliath fame.
He's the independent owner and operator of a small pet supply store trying to survive in the midst of burgeoning pet warehouses.
Unlike David, Rephan doesn't want to slay his Goliath.
Instead, he's comfortable with the notion of running a small neighborhood pet supply store even though he's competing with big companies that buy their products at wholesale prices.
``I'm not trying to be everything for everybody,'' said Rephan, 34. ``I don't want to get rich. I just want to make a comfortable living.''
Rephan opened the Chesapeake Pet Supply Company in the Great Neck Shopping Center last August. His 700-square-foot store caters to four-footed and aquatic animals - dogs, cats and fish. There are a few items offered for other animals, such as birdseed and ferret leashes.
Rephan also sells dog and cat food, crates, leashes, chew toys, bones and some whimsical items such as pet photo frames.
There's a section for specific pet problems - shampoo for dermatitis and flea powder. Rephan also stocks a healthy selection of grooming aides, such as combs and special nail clippers.
The only live creatures you'll see in the store are the fresh water fish he sells and a friendly tabby cat called Lilly who makes the store her home.
Rephan said he has no desire to sell puppies, rabbits or any animals other than fish.
``Morally and ethically I can't sell livestock,'' said Rephan, who said he once saw eight puppies die as a result of being cramped in a cage at a pet store.
He has nearly 16 years in the pet supply, grooming and kennel business. He's worked as a veterinarian technician, went to school to be a certified groomer, managed a couple of kennels and, at one time, managed a 5,500-square-foot pet supply store in Maryland.
In his own business here, he is the stock person, accountant, fish technician, clerk and salesperson.
In 1993 he opened the Chesapeake Pet Supply Company in Chesapeake's Crossways Shopping Center in the Greenbrier area. He ran the 2,000-square-foot store for two years before he decided to move it to Virginia Beach last August.
It just didn't pan out (in Chesapeake),'' said Rephan. ``The average ticket item is some $20, so it doesn't take much to have a good day. It's all a matter of traffic, and that location just didn't have much traffic.''
He readily acknowledges that the bigger pet stores can often beat his prices on items such as dog food. But, he said, he offers a level of service that the bigger stores can't match.
``I never try to play vet, but I can help direct customers to the right product for their needs,'' he said, adding that larger stores have a problem meeting customer service demands. ``The most important thing is that I always listen because everyone loves talking about their pets.''
One thing that Rephan said does not help is that he is not a ``salesman.'' He said he's in the business because he ``loves animals'' and has a hard time pushing products off on reluctant customers.
``Again, I'm not trying to be everything for everybody and sell every product known. I don't have a problem sending people elsewhere for what they may need,'' he said.
He was born in Washington, D.C., and raised in Alexandria. When he and his wife moved to Virginia Beach two years ago his parents followed. In fact, his father, Norfolk lawyer Jack Rephan, is a silent partner in the business. His mother, Arlene Rephan, fills in at the store on an as-needed basis.
Rephan's goals for his business are to keep things ``simple'' and make a decent living to support his wife, Sally, and 4-year-old daughter, Rachel. MEMO: The Chesapeake Pet Supply Co. is open from 10 a.m. to 6 p.m. Monday
through Saturday. The phone number is 496-0912.
ILLUSTRATION: Pearl Veil Angels are one type of tropical fish you'll find at
the Chesapeake Pet Supply.
Staff photo by STEVE EARLEY
Clark Rephan relocated his Chesapeake Pet Supply Company to the
Great Neck Shopping Center last August. The only live creatures
you'll see in the store are the fresh water fish he sells and a
friendly tabby cat called Lilly who makes the store her home.
by CNB