Lake Forest Pet Supply Store Barks Up the Right Tree

By Cara Goldstone

In 1974, a Northbrook toddler fled from her stroller and returned to her bewildered parents with a stray cat in tow. A lifetime of pet ownership later, Dayn Goldman has taken the reins (or leash) as manager of Lake Forest’s Hollywood Feed pet supply store, where she aims to bring knowledge and support to animal enthusiasts like herself.

“We like to help simplify things,” said Goldman. “We love it when people come in and pick our brains, especially about pet nutrition. Toys, general questions: we just love to be here to help.”

"There are some days where I could take 7,000 steps in the store here, and other days I could take 15,000," says Dayn Goldman.

Hollywood Feed’s Lake Forest location opened in 2019; Goldman began as manager in August 2024. After years of experience in the field, she’d taken a break from working in pet care, but “oh,” she said, “I missed the pet industry so much.” So when the opportunity arose for her to jump back in as manager of the Lake Forest Hollywood Feed, she seized it with great enthusiasm.

“It’s very rewarding,” Goldman said. From paperwork to regular customer assistance to full-blown community events like the recent Lake Forest Kennel Club nail trim day, the job is a busy one. “There are some days where I could take 7,000 steps in the store here, and other days I could take 15,000,” she explained. But making connections and helping other pet owners is worth the effort.

“Yesterday, we had somebody come in with an 8-week-old puppy,” Goldman recounted, smiling. “The owner passed him off to me and I got to walk around the store, just cuddling the puppy.”

As the owner of a true animal menagerie herself—two leopard geckos, two box turtles, a tortoise and three cats—Goldman understands the hard work that comes with pet ownership and thus recognizes the importance of accessible support and information about the caretaking of animals.

“I read vet tech textbooks for fun,” she said. “I go onto our vendor’s website to learn about the products. And one thing I love about Hollywood Feed is we have what’s called Hollywood Feed University. There are internal classes for us employees, and then there’s master classes, which are open to the public. It’s usually one or two Thursdays a month at different times; you can learn about all different topics.”

Aside from accessible online information and a vast, vibrant stock of cat and dog-related products like toys, cleaning materials, and fresh frozen food, Hollywood Feed also offers services like same-day pet food delivery and individualized nutrition counseling. The Lake Forest location even has two first-come dog washing stations with supplies like shampoo, conditioner, brushes, towels, and air blowers included.

“You don’t have to worry about cleanup,” Goldman said, “because that’s what we’re here for.”

The community-based assistance Hollywood Feed offers don’t end at the shop doors, though; the business is thoroughly committed to the wellbeing of all pets, working closely with charity organizations, rescue groups, and shelters to provide as much support as possible to animals in need.

“If you or your pet are unsatisfied with anything you buy from us, bring it back for a full refund or an exchange,” Goldman emphasized. “We donate the returned products to the rescue groups or the shelters we work with.”

Lake Forest is a special place; its people are special, and its pets are too. They deserve the tailored support Hollywood Feed brings to each animal it serves.

“We love being established in this community,” Goldman concluded. “We love Lake Forest.”