Wet Nose Opens New Geneva Flagship Store To Mark 20th Anniversary

GENEVA, IL — Wet Nose, a health-focused pet boutique, is turning 20, and to mark the anniversary, the company opened a new and improved flagship store at Geneva Commons.

Wet Nose was founded in 2002 when husband and wife duo Sheila and Joe Spitza were on a mission to create alternatives to conventional veterinarian medicine for her 13-year-old lab mix, Lilly, according to the company's history. The first Wet Nose store opened at Geneva commons, so the opening of the 20th-anniversary flagship at the mall is bringing the company full circle.

The location, a space of 8,650 square feet, is equipped with a fresh food deli, individual washing suites and a community seminar room. Two walk-in freezers have also been added to the new space.

The flagship, which officially opened Nov. 26, is also home to a training space that will house Wet Nose's new training program. which will offer a variety of sessions, including teaching dogs to socialize, training puppies, and helping improve older dogs' basic behaviors, according to a news release.

Training classes, part of a partnership with The Puppy Professor Training Academy, will begin Feb. 15. Information and pricing on offerings can be found on the Wet Nose website.

Additional developments are also in the works for 2022. According to a news release, Wet Nose plans to launch a gourmet bakery with fresh dog treats and custom birthday cakes later this year.

With Valentine's Day around the corner, Wet Nose has plans in store. Fresh, curated turkey dinners will be offered at the shop, and customers can choose between fresh turkey or steak roulade. Dinners, which cost $16.99 or $19.99 based on meat choices, come with a slice of carob cake for dessert. Orders can be placed online by Feb. 10.