In This Issue
Finalists revealed for the 2025 PIF Awards
The UK’s biggest pet trade show is just days away
Pet Brands set to create first-ever RHS pet category
Vital Pet Group secures exclusive UK distribution for Real Simplicity, a new premium cat nutrition brand
Ghostdog Pets set to launch Sync brand at PATS
Fell Dog: Born on the fells, built for adventure
Five great reasons to visit Countrywide Bird Food at PATS
LitPet goes underground with tube station campaign 
DotDotPet partners with Battersea to launch new range
Paleo Ridge announces limited-time discount on Essentials
The Innocent Hound launches ‘From the British Countryside’
Dorwest Herbs helps dogs stay calm this fireworks season
Andy Murray’s new puppy lands first role with Purina
Get your own copy of Pet Trade Xtra
Independent pet store closes down after sale falls through
Search is on for new boss of Pets at Home
sera food launches in the UK with Aquagarden Interpet
Poorly Paws and Leucillin join forces in pet first aid initiative
Bucktons launches smaller pack sizes for indoor range
The best of last edition of Pet Trade Xtra
PIF publishes landmark animal licensing analysis
Award-winning retailer Jollyes drops 600-plus prices
Versele-Laga takes pet food to new level
Dog activated water fountain wins top pet award
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Poorly Paws and Leucillin join forces in pet first aid initiative

Two multi-award-winning brands, Poorly Paws and Leucillin, have announced a powerful new partnership with one shared mission: to protect and care for our beloved pets.

This collaboration unites the innovative Interactive First Aid Kit from Poorly Paws with the UK’s leading antiseptic skincare solution for animals, Leucillin. Together, they are bringing the future of pet first aid into the hands of every dog owner, professional, and pet lover across the world.

 

Poorly Paws has always believed that “because accidents happen,” every dog deserves access to fast, effective first aid – wherever adventure takes them. Their ultra-compact first aid kits are designed to travel wherever dogs do, supported by 24/7 veterinary access and free interactive video guidance.

Now, with Leucillin as their wound and skincare partner, the combined expertise offers the best in pet protection. Renowned for its powerful yet gentle antimicrobial solution, Leucillin provides unrivalled defense against minor cuts, bites, stings, irritations, and everyday injuries. It is fast-acting, vet-trusted, and safe enough to use in eyes, ears, and even the most sensitive paws.

 

This partnership isn’t just about combining two products – it’s about uniting two brands with a shared commitment to quality, education, and animal welfare. As the pet care industry grows, dog owners are seeking smarter, more portable, and more reliable ways to care for their companions on the go.

Whether it’s grazed paws, scratched noses, or unexpected stings on woodland walks, Poorly Paws and Leucillin together give dog lovers everything they need to handle minor emergencies with confidence, clarity, and compassion.

 

Both brands are widely respected within the pet care industry, trusted by dog walkers, trainers, groomers, and rescue organisations across the globe. Accredited affiliate partners include The Institute of Modern Dog Trainers (IMDT), Photizo, Pets at Home, and Jollyes, further strengthening their professional credibility.

The combined offering empowers professionals and pet parents alike with industry-leading protection in one compact, travel-ready solution.

 

The partnership comes at a pivotal time. With new guidelines requiring professional dog and cat groomers to have pet first aid certification and emergency veterinary contacts, the demand for accessible, reliable first aid solutions is at an all-time high.

Poorly Paws and Leucillin are stepping up as industry leaders, providing the tools and knowledge to help pet lovers become confident first responders in emergency situations.

With 24/7 veterinary support and step-by-step first aid video guidance, owners can take immediate action – reducing infection risks, minimising blood loss, preventing complications, and giving veterinary practices a crucial head start on recovery.

This partnership sets a new gold standard in canine care – more than just a first aid kit and antiseptic spray, it is a united front leading the way in responsible, prepared pet ownership.

 

"This partnership is a huge step forward for pet first aid. Together, Poorly Paws and Leucillin are giving pet parents and professionals the confidence and resources they need to protect their animals – wherever life takes them,"  said Alex Surace, founder of Poorly Paws.

"Leucillin is your perfect insurance aid to have on hand for all those just in case scenarios. Now paired with Poorly Paws conscientiously designed kit with educational and emergency support package, there isn’t another combination which provides dog owners with this standard of reassurance on any adventure, large or small," commented Georgina Bashforth , Marketing Director of Leucillin.

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