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Flagship Coventry store signals the start of a new chapter in the Just for Pets story

Nottingham based Pedigree Wholesale breathes new life into acquired business Just for Pets, with £1million investment

Specialist pet retailer Just for Pets is benefitting from an initial £1million investment from its new owners, Pedigree Wholesale based in Gamston.

The investment has given Just for Pets a refreshed market approach and new visual identity, as well as greater investment in its retained staff to facilitate training and deliver on its new brand proposition of passionate pet people.

Placing focus on giving its loyal customers a five-star experience, coupled with attracting a wider audience, the rebrand will also see the roll out of a suite of new visuals including; a dedicated palette of colours to enhance the shopping experience and provide customers with easy navigation through store, a refreshed logo and even the introduction of a family of illustrated characters, Doodle the Dog, Bonnie the Bird, Rascal the Rabbit and friends − set to help engage and educate parents and their children in the wellbeing of pets.

The first glimpse of the investment that’s been made will be seen at the grand opening of the flagship Coventry store, which signals the start of a two-year investment strategy nationwide for the company and comes just eight months on from when the popular Midlands pet business was threatened with closure.

Commenting on the rebrand Steve Brown, Managing Director said:

“Our main focus has been on creating a future for the Just for Pets brand, and at a time when many other well-loved retailers are closing, we’ve invested in our high street offer to create an exciting, engaging, and evolving experience that gives our customers great products, service and advice that will enhance the wellbeing of pets and their owners.”

“We’ve tackled the rebrand passionately and feel our new offer delicately meets familiarity with a new energy that turns the page on the next chapter in the Just for Pets story.”

Enlisting the help of specialist retail, marketing and design consultancies to bring a fresh perspective to its existing market proposition − the company also went through a series of extensive testing with consumer groups to map long-term trends in people’s purchasing habits and tailor and enhance the shopping experience of Just for Pets to make sure its product offer meets demand.

This two-year store rollout reinforces Pedigree’s dedication to supporting a strong pet retail market offer for consumers and maintaining the presence of specialist pet retailers on the high street and in retail locations across the country.


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