Pets at Home rolls out £14m nationwide concept stores

Pets at Home, the pet store chain, has developed a new retail concept, which it is rolling out to its 143 stores across the country.

This includes the 90 stores the company acquired from rival Petsmart for &£30m last year, which are being rebranded as Pets at Home as part of a separate &£14m refurbishment programme.

The first store, which opens in Stockport this week, will have a walk-through aquarium, aviary and bunny village, as well as an interactive games and information area where customers can access to the Pets at Home website. The 18,500 sq ft store will also house an in-store veterinary clinic, a grooming salon and a café with a children’s play area. Trained staff will be on hand to advise on feeding, exercise, hygiene and other aspects of pet care.

All or some of these features will then be rolled out to Pets at Home stores nationally – depending on the size of individual outlets – over the next 12 to 18 months.

A press and poster campaign, created by Clear Marketing Communications and featuring real pets, will be rolled out nationally as each store opens. The agency has also developed a direct marketing campaign. Mediavision handles Media buying.

Pets at Home recently appointed its first head of marketing. Michelle Begley joined the company three months ago from Wickes where she was brand communications controller.

Pets at Home managing director Chris Wistanley spearheaded the &£14m refurbishment programme.