This thesis explores the tension between commercial pet sales and the welfare needs of rodents and rabbits within the pet retail sector. Although animal welfare practices have improved in recent years and awareness continues to grow, uncertainty remains as to whether humans are consistently able to meet animals’ needs in domestic settings, particularly within the retail context.

This project therefore began with an analysis of the current pet sales system and the key factors influencing it. A literature review on animal welfare and husbandry practices provided foundational insights, showing that while existing guidelines offer a solid basis for proper animal care, greater consideration must be given to animals’ intrinsic value and broader ethical implications.

These insights informed an exploration of current husbandry and sales practices for rodents and rabbits. This phase involved field visits and interviews with a diverse range of stakeholders within the sector. The findings ultimately led to the formulation of the central design problem: how pet stores can fulfil their exemplary role in promoting responsible animal sales within the constraints of a physical retail environment.

Building on this, the project identified a key design opportunity: enabling pet stores to set a good example in animal housing and care, by guiding stores towards practices that better reflect the care needs of rodents and rabbits. To explore this, a series of co-creation sessions and individual ideation activities were conducted. This process resulted in four concept directions, which were evaluated using criteria derived from the co-creation sessions. Based on this evaluation, the most suitable concept was selected for further development.

The final design consists of three interconnected components. First, example habitats are implemented within the store environment to demonstrate appropriate animal care. Second, these habitats form the basis for in-store workshops, where customers are guided through key aspects of animal care and the process of acquiring a pet. Third, an online community platform supports continued learning and engagement, while also offering incentives such as discounts. An implementation strategy and underlying business model were developed to support the concept.

Finally, the concept was evaluated through interviews to assess its feasibility, desirability, and viability, as well as to identify areas for improvement. This evaluation provided insights into both the strengths and limitations of the individual components and the overall concept. These insights were translated into recommendations for future development. The report concludes with a discussion of the project’s limitations and reflections on the design process.