Derby-based Trusty Pet Supplies has been named UK Pet Retailer of the Year in the prestigious PetQuip Industry Awards 2024. Director Hannah Edmondson reveals the secrets of her company’s success.

“We are thrilled to have won this award as it means the world to our family and the wider team,” said Hannah. “The business has been the biggest part of our lives for the past 25 years and we work tirelessly throughout the year to provide the best service and products for our customers. It is amazing to be recognised for all our hard work.”

How long has the business been operating?

“Established 25 years ago, we have two physical stores in the Derby area as well as an online presence via our website, Amazon, eBay and TikTok. We carry over 7,000 lines and serve over 250 customers per day in our stores plus a further 800 via our websites. We cater for all pets such as dogs, cats, all small animals, caged birds including parrots, budgies etc, fish and all reptiles! We are arguably the biggest raw food store in the country with around 49 freezers and 25 brands in our Superstore on the Kingsway Industrial Estate, Derby.”

What makes you different from your competitors? 

“We are a three-generation family run business and we pride ourselves on our exemplary customer service and our loyalty cards. We have over 15 different loyalty cards offering customers a bag of food for free, as well as our own £10-off instore money off card. We are extremely knowledgable and aim to provide customers with the best advice for their pets, which is why we have a huge customer retention rate. We have customers travelling 30 miles plus to come and visit us in the Superstore to visit our raw range of dog and cat foods as we carry such a large amount of stock.”

How do you attract and then retain customers? 

“Word of mouth has always been the best way to gain customers – we are recommended by so many people in the local area. Our loyalty cards, which have been running since 2009, have meant customers keep returning as they will receive £10 off or a free bag when their cards are full.”

How involved do you get in the local community?

“Our first store is in the heart of Mickleover village and so we get involved in many local activities and sponsor the local football teams/stadium etc. We have recently taken on an advertising board near the local hospital and on a main road which has brought many new customers to our stores who didn't know we were here before.” 

How important is social media?

“A recent venture has seen us using TikTok, where our most popular video has over 1.6 million views. We post multiple videos per day and have gained a brilliant following on this platform. We do regular email marketing with money-off vouchers and discount codes which again brings many people to the website and we do a similar thing in store around Black Friday.”

For more information visit www.trustypetsupplies.co.uk

See below a gallery of pictures from the award-winning pet store...