DECORAH — A Decorah couple plans to offer products they would give their own dog and cat at a new pet food store they’re opening downtown later this month.

A soft opening at Lulu & BB’s Pet Market is planned for March 15 at 301 W. Water St., Decorah. It will provide “consciously sourced food, toys and accessories” for dogs and cats.

Brent Steinhofer and his wife, Tovah Dvorak Steinhofer, purchased the building at 118 E. Water St. in Decorah three years ago and planned to eventually open a business there in the space GamesXP is currently leasing.

“Our goal was a ma and pa retail space in our own building — a Norman Rockwell, small-town pipe dream,” he said.

But when they saw Dennis Smock was renting space in a building he owns down the street at 301 Water St., the Steinhofers changed their plans and decided to locate their business in his building.

“It was pretty turnkey and a lot more affordable. We wouldn’t lose a good tenant (Games XP). It really worked out,” Brent said.

The Steinhofers remodeled two upstairs apartments in their building into living quarters and the couple and their two small children moved in last September.

“I always wanted an urban loft … the city is not intrusive or too big. We love our new place,” Brent said.

Lulus & BB’s Pet Market is named after the Steinhofers’ pets — a rescue dog and cat.

“Our big focus is on the healthier side for cats and dogs. We’re going to avoid corn, wheat and soy — fillers that a lot of the pet food companies use in dog and cat food. That isn’t something they would typically eat in the wild,” Brent said.

“We’re finding the raw diet is really the best way to go with cats and dogs,” he said.

“We’ll have a line of kibble we’ve always used with our pets and also freeze dried, dehydrated and raw food to supplement that’s very beneficial for pets and their longevity,” Brent said.

The Steinhofers also are planning a self-washing dog station where pet owners can pay a fee and wash their own dogs. The washing station will be raised and accessed by a ramp and large enough to accommodate a 225-pound dog.