The Natural Pet Pantry, who won this year's Retailer of the Year prize at the Pet Industry Awards, reveals the secret behind the company's rise to stardom.

The Gosport-based business prides itself on being a natural health pet shop with the aim of helping all its customers to choose the correct food and products for their animals.

Owner Kelly Newbold took time out of her busy schedule to speak exclusively to Pet Trade Xtra about how the Natural Pet Pantry has made such an impact.

What is the secret of your success?

We believe our success has been down to knowing our products inside and out and knowing what's best for dogs. We understand that every dog is different and we treat every single customer like they are our only customer. We have built respect and friendship purely by being honest with our customers.

So what makes you such a good retailer?

The very fact that we are so honest. If we think the dog or cat needs something we do not sell, we either order it in or we tell the customer where to find it. As the owner and the qualified nutritionist I put the health and wellbeing of any animal that comes into the shop before profit and selling. We solve the problems that people have with their dogs. Many people come into the shop with their dogs that are suffering from a bad diet and have all the affects that go with it. Nine times out of 10 we solve their problems within a few weeks and this amazes people – they have probably spent a lot of money at the vet's and got nowhere. 

How do you keep your customers loyal to you?

Just by being honest and doing a good job. We keep prices low, we do not get greedy and we work very hard and very long hours.

How many people are employed in the business?

There are three of us. Myself and my mother Denise opened the shop 18 months ago after I finished studying. Gemma Thompson, who was one of our customers, is now part of the team.

Are you all animal experts?

I'm the only expert in nutrition but Denise and Gemma are still learning. All three of us are animal lovers and we have had pets all our lives. Mum and I have a Shih-Tzu each - they are called Baxter and Harley.  Gemma has a beagle called Bailey.

What piece of advice would you give to other pet retailers?

That’s a hard one really because I'm a great believer in the fact you never stop learning. As long as you work hard, do your best and don't get greedy then hopefully your customers will notice it and be thankful.

How have you managed to overcome difficult trading conditions?

By keeping prices low and getting what people need.

How do you connect with your customers?

We hold a lot of event days which our customers love – the next one is a Lily's Kitchen tasting day. We work very hard on keeping on top of new products and products that suit our shop. We take customer feed back. It's all about knowing your product. 

For more information visit www.thenaturalpetpantry.co.uk

Below the winning team of Gemma Thompson, Denise Newbold and Kelly Newbold.