Jollyes, which has more than 100 stores nationwide, is reducing its prices on top-selling items in a move to underline its position as the ‘UK’s best value pet superstore’.

The retail group claims the basket price of the bestselling products for cats and dogs will be over 10% better value than the market leader, when adding in every Pet Club members’ till discount.

And to drive home the message about savings, Jollyes today began sharing news about its savings on advertising vehicles in some of the 60 locations where it completes directly against Pets at Hoime.

It has also launched a national radio campaign to raise awareness of Jollyes’ value and the pet expertise of its colleagues.

The move to lower prices is the first significant investment in value after Jollyes was acquired by TDR Capital earlier in the year – and is part of foundational changes underway as Jollyes prepares for major store expansion in 2025 and beyond.

The pet superstore has already grown its store estate by almost 50% in the last three years and is now opening three additional stores over two weeks.

The first to open last week was in Leyland, Lancashire. The next two new stores will be launched on Saturday (30 November), at Kingsgate Retail Park, Glasgow Road, East Kilbride, G77 4UN and at City Link Retail Park, Newport Road in Cardiff, CF24 1PQ.