Family-owned Superpet Warehouse, based in Preston, has been named Independent Retailer of the Year 2025 in the prestigious PIF Awards. Mark Holderness, who runs the store alongside wife Cheryl, reveals the secrets of the company’s success...

The prestigious award tops a big year for Mark and Cheryl, who were married at Christmas 2024, before moving the business into new premises in January.

Mark gave some background on the new store. “In 2022 we were given the opportunity by our then landlord to purchase the property we leased alongside two other buildings on the same site in Ribbleton, Preston,” he explained. “We worked very hard to secure the finances and completed in September 2022.

“The largest of the buildings had a sitting tenant – ERIKs Industrial Services, who decided to leave halfway through their lease – and we took over the property in May 2024. “It was then a difficult process of keeping the old store running whilst project managing the new store but finally we completed the process in January 2025.”

What does winning this award mean to you and your team?

“This award means an enormous amount to all the team. It’s been a tough year for us as we designed and fitted our new store, moved into the new building and set up the Goods-In warehouse in our old store. The award is recognition for all that hard work.”

Why do you think you won this prestigious award?

“Let’s be fair, any of the eight finalists could have won this award. However, I think we edged it this year with our stunning new store, crafted with knowledge from over 40 years in the trade.”

Who owns the business?

“We are a true family business. It was founded in 1983 by my parents Dave and Sue, who are still involved as owners. My wife Cheryl and I run the business on a day-to-day basis.”

What are your backgrounds?

My mum and dad left jobs in nursing and factory work respectively, to start the business – selling pigeon food from the garage at the rear of our council house. I have previously worked in retail for Morrisons supermarkets and Cheryl is a former pub landlady. We have a four-year-old son James and have very busy lives.”

How many members of staff are employed?

“We have 12 members of staff.”

What makes you different from your competitors?

“All businesses in the independent pet trade offer great customer service so it’s no longer enough to rely on that. We are constantly evolving. We bring in new products every week. We are constantly looking for new ways to improve the instore experience. We never settle.”

How do you attract and retain customers?

“Our customers are good enough to recommend us and that is how we gain most of our new customers. We also use social media advertising and Google ads. We try to retain our customers by offering the best service and advice that we can, offering a great shopping experience and by building relationships.”

How involved do you get in the local community?

“We live in the local community. We sponsor dog shows plus our local kids’ football team, and donate to local pet charities. We’re based in a deprived area so we’re keen to help raise the profile of our community and this award will hopefully help.”

How important is your website and social media?

“Social media is massively important to us. It allows us to get news of new products, promotions, events etc. out there to our customers quickly and in a fun and engaging way. We don’t sell online and our website needs an overhaul. My brother Simon, who works with us, is charged with that task in 2026. He is an ex-policeman with outstanding design talents and a fantastic understanding of AI! We aim to have a click and collect system with live stock levels in place by Q3 2026 before possibly dipping our toe into the online market.”

What’s the secret of your success?

“Relationships. We build great relationships with our customers, our suppliers and our team.”

For more information visit www.superpetwarehouse.co.uk

See gallery of Superpet Warehouse pictures below...