A new chapter begins in the UK pet sector with the launch of The PetFellas, a brand-led distribution platform designed to empower emerging and challenger pet brands looking to grow their business here in the UK.
Built on a foundation of passion for pets and professionalism in business, The PetFellas introduces a disruptive model that addresses the core challenges facing pet brands today: focus, awareness, distribution, and advocacy.
The PetFellas will be headed up by Gerard O'Mahony, who brings over six years of experience in the specialist pet industry. The venture is owned and backed by The FoodFellas, an established food importer and distributor serving the foodservice market across the UK and Ireland. As such the business comes with a seasoned supply chain and customer services team, supported by a robust operational infrastructure, including a scalable logistics hub and integrated digital platforms that will enable seamless omnichannel distribution.
“The PetFellas is the culmination of everything I’ve learned in this industry,” said Gerard O'Mahony, Director of The PetFellas. “I’m incredibly excited to lead a venture that’s passionate about pets and professional about business. We’re building something different, giving brands the platform they deserve and retailers the support they need. The PetFellas sets itself apart from the traditional wholesaler model, where we want to build brands, story tell on their behalf and most importantly focus on getting the brands into consumers hands through our retail partners. The energy, innovation, and commitment behind this launch are extraordinary, and I can’t wait to see the impact we’ll make together.”
“We’re absolutely thrilled to support the launch of The PetFellas,” said Graham Hillier, Managing Director of The FoodFellas. “This venture brings the same energy, innovation, and partnership focus that have driven our success in foodservice and we’re excited to help redefine how pet brands grow and thrive in the UK market.”
With a clear focus on the specialist pet market and its consumers The PetFellas have a pipeline of brands, including premium treats & chews, dog & cat food and toys that will launch over the coming months starting with Earth Animal (a leading premium range of healthy, all-natural pet products, including food, chews, and wellness solutions), where following a transition phase, The PetFellas will be their exclusive UK distributor. Earth Animal will be available at www.thepetfellas.co.uk from 20th October.
The L.I.D Framework
The PetFellas introduces the “L.I.D.” framework: Limited brand focus, Investment in marketing, and Demand creation – designed to streamline distribution and amplify brand visibility. Unlike traditional models that rely heavily on wholesalers and retailers to tell a brand’s story, The PetFellas offers category-leading marketing support, lower cost-to-serve logistics, and a flexible commercial structure that reflects the needs and demands and value of each partner and their customers.
Strategic infrastructure and digital integration
The PetFellas operates through a centralized supply chain model, streamlining container clearance, receiving, and distribution all from one hub. This approach is complemented by the integration of advanced digital platforms that will facilitate customer ordering, account management and ensure scalable operations and efficient next-day delivery services from the new year.
Team built for impact
The PetFellas team includes a squad of pet experts and is supported by over 40 dedicated professionals across marketing, supply chain, technical, and customer service functions. With Gerard O'Mahony at the helm, supported by Chris Simmons as Head of Pet, and a roster of experienced non-executives and commercial leaders, the venture is well-positioned to deliver for its partners, on both the brand and retail sides.
Looking ahead
The PetFellas aims to become a significant player in the UK pet space within three years, with a roadmap that includes partnerships with new brands, OEM manufacturing, and strategic acquisitions. The team is committed to building a select portfolio of non-conflicting long-term partnerships with both brand owners and specialist pet retailers, built on mutually successful and sustainable commercial returns.
General enquiries – hello@thepetfellas.co.uk
Pictured (from to right): Graham Hillier (Managing Director, The FoodFellas), Nel Plunkett (Business Development Manager, The PetFellas), Chris Simmons (Head of Digital Transformation & Pet), Gerard O’Mahony (Director, The PetFellas).
