Pets at Home is on the search for pet product innovators as it holds a ‘Dragons’ Den’ style innovation day this November.

The Innovation Day will be held on Monday 20 November with a closing date for entries set for Sunday 10 November.  

It will offer the chance for aspiring inventors, incumbent suppliers, entrepreneurs and pet owners to pitch pet-friendly product ideas to a panel of expert judges from the UK’s largest and most successful pet specialty retailer.

On previous Innovation Days, Pets at Home has seen more than 150 inventors - from across the globe - pitch their product ideas to key decision makers in the business who are excitedly searching for new products and concepts to bring to the pet industry.

Claire Gavin, Head of Private Brands & Innovation at Pets at Home, said: “The Innovation Days offer a rare and exciting opportunity for people to share great ideas and work with us to turn those ideas into real products.

“From aquatic accessories and fish food to rabbit runs and puppy pens, if you have an idea we want to hear from you!.”

The Innovation Days, held at the Pets at Home Support Office in Handforth, South Manchester will give potential product creators a chance to gain advice from sourcing, buying and technical experts on how to make a good concept into a great and very commercial one.

Claire continues: “We spend our time searching the four corners of the globe for fantastic product ideas and concepts.  However, nothing comes close to those ideas born from necessity. By that I mean the passionate pet owners who have been unable to find solutions and then spend time, creative thought, tenacity and determination to create their very own answer to a problem – that’s innovation.”

Pets at Home has seen a number of product ideas forged from Innovation Days go on to be huge success stories. In March this year, following the first Innovation Day of 2017, HayPigs!®, a range of quirky, fun and functional products for guinea pigs and other small animals, was launched exclusively online.



Rik Cridland (above), managing director of HayPigs!®, said: "The Pets at Home Innovation Day was a fabulous opportunity for us to pitch our new range to a team of industry experts. At the time we were actually in the early throws of production prior to launch, so timing couldn't have been better.

“While the pitch itself was a little daunting at first, I soon realised these Dragons didn't have sharp teeth and it was a really rewarding and worthwhile experience!

“For such an established retailer to show faith in our ideas and back us in the way they have has been a real boost for our fledgling business. Things are going really well and we're excited to see what the future holds!"

Pets at Home know that pitching to a large retailer can be a daunting prospect so have supplied some top-tips to help you create a really compelling presentation of your idea:

1. Knowledge & Passion - Make sure you know your product and your customer inside out – and excite us so we feel the same
2. Differentiation - Ensure you understand the unique selling points of your product, what sets it apart from others, why customers would want it and why Pets at Home should stock it
3. Know Who You’re Pitching To - Visit Pets at Home stores before you pitch to demonstrate your understanding of the existing range, price structure, space, customer and how your product can add a different and credible dimension
4. Competitor Landscape - Understand your competition and be prepared to talk about what gives your product a competitive advantage verses long established existing products
5. Commerciality - Try to ensure your product is commercially viable by researching costs and volume potential or sharing sales successes to date
6. Bring It To Life - Prepare a mock up (ideally a full prototype) – props and visuals don’t have to cost very much but can make all the difference to us sharing your vision
7. Marketing Know-How – How will your product or brand have a voice?  Understand the marketing levers available to support sales and have a clear plan to drive awareness
8. Be creative! - Products conceived because you’ve needed to find a solution for something the market can’t satisfy are very often winners – share the journey you’ve travelled
9. Be Confident - Don’t be too scared to ask for feedback, help or advice
10. Preparation, preparation, preparation! - Practice your pitch, believe in your product and deliver it with confidence!

Remember that well thought through pitches that are commercially viable are the ones that are most likely to succeed.

If you have a fully developed and prototyped product for the team to consider please send through a presentation of your design concept to productdesign@petsathome.co.uk.

Pets at Home will then contact anyone whose concept grabs their attention and give them the opportunity to deliver a 30-minute pitch to the panel of trading experts on Monday 20 November.

The deadline for responses is Sunday 10 November.