Becoming the best pet care business in the world

Our pet care strategy was launched in 2018 and is based around four strategic pillars designed to put the pet owner at the heart of everything we do.

Bring the pet experience to life

  • Launch new formats and right size our store network
  • Put our pets centre stage in-store
  • Digitilise our business and become the specialist market leader for online pet care
  • Keep prices competitive every day, with cheaper prices for our loyal customers
  • Grow private labels to 50% of our sales

Use data and VIP to better serve customers

  • Connect our data across the retail and vet businesses
  • Personalise customer experience and offers
  • Give colleagues information to better serve customers at point of sale
  • Utilise data across the business to drive strategic decision making and automation


Set our people free to serve

  • Give our highly trained colleagues more time with customers
  • Build the systems to enable our strategy and reduce overheads across the business
  • Ensure we are building the right teams with the capability and skills to deliver our plan
  • Develop our stores of tomorrow, with more space dedicated to pet care and services
  • Extend our subscription expertise into pet care plans
  • Recalibrate our First Opinion vet business and realise free cashflow growth

Find out more about our pet care strategy

Our pet care strategy in action

VIP Puppy & Kitten Clubs

Helping owners care for their pet from the very beginning

Pet care plan subscriptions

Making pet care affordable and convenient

Shopping across our pet care ecosystem

Our most valuable customers shop across all channels