Petco's lifestyle brand for dogs just launched a New York City flagship store with on-site monogramming, complimentary whipped cream treats, and a curated wall of dog food. See inside.

Petco Reddy store Soho — Dog enjoys a treat.
Petco

Petco just opened a store in New York City for its Reddy lifestyle brand.
The brand is focused on Millennial pet parents with treats and amenities for dogs.
Reddy will continue releasing new products, some only available at the store.

Petco just announced the opening of Reddy Soho.

Reddy is "Petco's premium lifestyle owned brand for dogs."

The flagship store is located on Prince Street in New York City's Soho.

The store is a new venture for Petco, as its first store dedicated exclusively to one brand.

The store will sell Reddy brand merchandise and "pet-centric experiences," Petco says.

The brand includes all kinds of supplies pet owners might need...

...including collars, leashes, harnesses, beds, bowls, and more.

Petco says the store was designed as an "edgy, urban boutique" inspired by industrial design.

The store has a lounge area with free WiFi where owners and their pets can hang out.

Petco has plans to add an "adventure concierge" to help plan activities for customers and their pets.

The concierge will also curate a calendar of events around New York City.

Reddy has a fitting station to find clothes and accessories for pets.

Pet apparel can also be monogrammed on site,

The store sells personalized dog tags, too, for a fully customized look.

A "nutrition station" takes up one side of the store, with food and treats designed to target specific nutritional needs, plus supplements.

During a visit to the store, pets can try a complimentary whipped cream cup.

There are also multiple water stations to keep pups comfortable.

A "Bark Board" highlights community updates, and photos of pet visitors will line the Polaroid wall.

Almost all of Reddy's products are made with recycled material, including plastic bottles.

The brand is continually releasing new products, including a line of jackets and vests.

The PrimaLoft line of pet outerwear comes with water resistant fabric and insulation ahead of winter in New York.

Some future products will be available exclusively at the Soho flagship, Petco said.

Reddy's growth has "accelerated over the last 18+ months as millions of pet parents are exploring outdoor activities and taking their pets with them wherever they go," Petco CMO Nick Konat said in a statement.