A Chat With Paal Gisholt, President/CEO, SmartPak Equine

© Profile of Success, Catalog Success magazine, January 2006

Catalog Success: When was the catalog established?
Paal Gisholt: The catalog was established in April of 2002. Prior to that, we were a dot-com company that started in June of 2000.

CS: How do you describe your primary merchandise?
PG: We have a core product offering, which is custom-packed equine nutritional supplements in daily-dose packs. We’ve used that as a platform from which we sell all different types of products that are useful to people who ride horses. Those are things like horse clothing, barn and stable equipment, rider gear, pharmaceuticals for horses, etc. And because a substantial portion of people who own horses have dogs and cats, we’ve gotten heavily into dog and cat products, including supplements, drugs and all kinds of pet care items.