Pets at Home, the UK’s leading pet care brand, today announces the re-launch of its new look Brentford Pet Care Centre as part of its investment programme to rollout new concept stores. This year, the Group is investing in four either existing or new stores to create a ‘concept’ designed to deliver a truly customer-centric experience for pet owners and convey the full Pets at Home omnichannel offering.
Pets at Home has invested over £1 million in refurbishing, enhancing and futureproofing the new look Brentford Pet Care Centre. It has expanded from 9,000 sq ft. to 14,000 sq ft. and will give local pet owners access to a range of specialist services and in-store experiences uniquely tailored to the needs of their pets. The new look store includes:
- A dedicated Nutrition Hub with an increased range of fresh, frozen and raw food options to reflect the diverse feeding choices adopted by pet owners today. The Hub will also feature additional freezer space, a pick-and-mix treat bar stocked with natural products, and a designated consultation area for help and advice across all life stages from puppy and kitten to senior.
- Digital and interactive screens to help educate and guide customers through their pet care journey, incorporating interactive experiences. For example, customers can build their own fish tank on-screen.
- An expanded Health Centre making it easier for customers to manage their pets’ everyday healthcare needs, including licensed medications and easy access to free pet weighing scales.
- A team of specialist pet care advisors who are on hand every day to support with free advice, including flea and worm subscriptions, free weight checks and pet food consultations, as well as expert coat and harness fitting service for dogs.
- A small animal pet village to inspire the next generation of pet owners and encourage face to face conversations on responsible pet ownership.
- A pet adoption centre and pet food bank donation point, in partnership with Blue Cross, to support local pets in the community.
- A state-of-the-art locally owned Vets for Pets practice – having completed its rebrand from Companion Care.
- An expanded Groom Room which has doubled in size to accommodate the high demand in the area.
Brentford marks the second new concept Pet Care Centre opening with the first launched in Hull Anlaby in July.
The concept store programme brings the full Pets at Home ecosystem to life in one place, providing a joined-up customer journey which showcases the Group’s specialist expertise. This new concept design is being trialled across four Pet Care Centres which each represent a different format, from small store to flagship. A test and learn approach will be taken with the ambition to inform future store openings and roll out key successes throughout the existing Pets at Home estate.
The final two concept locations – Kettering and New Malden – are scheduled to launch later this year.
Kathryn Imrie, chief consumer officer of Pets at Home, said: “The opening of our brilliant new look Brentford pet care centre represents a strategic milestone for Pets at Home as we continue to build the world’s best pet care platform. Brentford seamlessly connects the Pets ecosystem, providing a fully integrated pet care experience and really bringing to life the benefits of being part of the Pets Club.
“We are committed to always innovating the way in which we deliver products, services, guidance, value and convenience to meet the needs of pet owners at every stage of their pets’ lives and our investment in Brentford reflects our ongoing commitment to the consumer experience, which will help to inform our future store strategy.”
