Standing together

The London Vet Show opens its doors today, and Smart Display unveils an exciting new project at the event, showcasing four brands on one pavilion. The stand comprises four distinct brands – Swedencare UK, Nutravet, Vetio and Innovet – as part of a wider strategy to firmly establish the Swedencare family as leaders in the veterinary field.

Although each company has its own distinct position in the market, parent company Swedencare is keen to emphasise the shared synergy of premium products and innovation across its portfolio. Smart Display was the obvious choice to bring the complex project to life, having already exceeded Swedencare UK’s expectations in March 2023.

“We had a stand built by Smart Display for Crufts and we were blown away with the service we received,” says Jessica Hargreaves, Swedencare’s content manager. “We had great contact with different departments throughout from idea conception right the way through to the stand being built on site.”

Since its inception in the 1970s, Swedencare has diversified its offer of wellbeing products for pets. Its acquisition of British company Nutravet in 2020, US company Vetio in 2021 and Italian firm Innovet last year established them as a truly international supplier and manufacturer of premium and innovative petcare products.

Positioning each brand independently from the same shared pavilion is a delicate balance of distinction and synergy, but it was a brief that Smart Display was happy to take on.

“The focus had to be on showcasing each business as an individual brand with equal exposure,” says stand designer Lawrie Ward. “The challenge was presenting four very different brand identities while maintaining a sense of cohesion as a shared stand.

“We picked up on a shared synergy of natural wellbeing across each of the four labels, so applied this in the form of natural wood panelling which maintained a sense of coherence across the four different showcases.”

For Paul Wilson – director at With Creative and marketing agent – selecting the right stand designer was essential in making the project a success.

“An exhibition stand is an extension of each company, so it’s important to establish a good impression and vision of what they do,” he says. “We have worked with Nutravet who exhibit at the London Vet Show for many years, and it is one of the biggest trade events on their calendar. Building relationships is crucial, and it’s these events that help to develop these relationships through exposure and face-to-face conversations.

“We wanted to create an integrated stand that still maintained each company’s individual brand, showcasing the range of products, manufacturing capabilities and global reach of each business.”

The London Vet Show has become a must-attend event for veterinary professionals since its inception in 2009. The show aims to provide practical content, strategic connections and friendly support to encourage best practice across the sector, and this edition in particular focuses on continuing professional development (CPD).

“We know that what makes this show special is all the veterinary professionals who attend it,” says the event’s senior marketing manager Jasmin Mathans. “We couldn’t wait to roll out our pink carpet today and bring you more content than ever before. No matter what your role, you can attend with confidence knowing that we have more exhibitors, CPD streams and theatres than ever before, offering you the connections you need to network and socialise with.”

Swedencare UK, Nutravet, Vetio and Innovet are exhibiting at the London Vet Show today and tomorrow. If you would like to see how Smart Display can bring your brand to life, get in touch today.