Pets at Home today announced a new strategic partnership with Rithum, launching a dropship programme that will accelerate the company’s innovation pipeline and further strengthen its ability to serve UK pet owners with the broadest choice of highquality products.
The collaboration enables Pets at Home to rapidly expand its online assortment and bring new, innovative products and categories to market with greater speed and agility. By integrating Rithum’s advanced automation and supplierenablement capabilities, the programme will support faster experimentation, smarter category development, and a more dynamic innovation lifecycle, ensuring customers benefit from continual improvements in range, relevance, and choice.
Sean Dorgan, director of multichannel at Pets at Home, said: “Our partnership with Rithum marks the next phase of our digital transformation and reinforces our commitment to offering UK consumers an unrivalled omnichannel proposition. A core part of that evolution is the ability to continuously fuel our innovation pipeline, identifying unmet customer needs, testing new ideas at pace, and expanding into categories where we can offer pet owners a more compelling and credible range. Rithum is the perfect partner to help us achieve that. Their technology gives us a highly automated and scalable way to extend our assortment and unlock new supplychain opportunities, allowing us to serve pet owners better than ever before.”
Mark Howell, director, retailers EMEA at Rithum said: “Our collaboration with Pets at Home goes beyond expanding assortment; it’s about building the foundation for the next phase of retail at an exciting moment in their growth. By combining Rithum’s automation and supplier-enablement capabilities with a relentless focus on the speed and quality of product data, we’re helping Pets at Home power a more dynamic innovation pipeline — and crucially, positioning them to lead in the era of agentic commerce. As AI-driven shopping experiences become the norm, rich, accurate, and structured product data will be the fuel that sets the best retailers apart. We couldn’t be more excited to help Pets at Home be at the forefront of that shift.”
The collaboration utilises Rithum’s leading global commerce platform that streamlines the entire path to purchase through AIpowered automation, unified insights, and seamless omnichannel integration. Trusted by major global retailers and brands, Rithum helps organisations accelerate growth by making commerce smarter, faster, and more connected.
