The Just for Pets retail business, rescued by Pedigree Wholesale eight months ago, has been given a fantastic new look thanks to a £1 million investment fund. A first glimpse of the new branding was seen at the grand opening of the flagship Coventry store at the weekend.

The exciting rebrand is part of a Just for Pets strategy to re-engage with pet owners. The specialist pet retailer is putting knowledge and an energised customer experience top of its agenda.

Signalling the start of a two-year, initial £1million investment strategy, Just for Pets has overhauled its market offer, placing focus on giving its loyal customers a five-star experience, coupled with attracting a wider audience.

At the opening of the Coventry store on Saturday and Sunday customers experienced the new look first hand.

Cementing its new brand proposition of passionate pet people, the rebrand will also see the roll out of a suite of new visuals, including a dedicated palette of colours, logo and even the introduction of a family of illustrated characters, Doodle the Dog, Bonnie the Bird, Rascal the Rabbit and friends – set to help engage and educate parents and their children in the wellbeing of pets.

Enlisting the help of specialist marketing and design consultancies to bring a fresh perspective to its existing market proposition − the company went through a series of extensive testing with consumer groups to map long-term trends in people’s purchasing habits and tailor and enhance the shopping experience of Just for Pets to make sure its product offer meets demand.

Further dedicated to energising its retail offer, the brand also engaged the expertise of renowned pet store owner Scott Hendry, of Natural World Syston, to guide Just for Pets, as it shaped its new strategy and proposition.

Commenting on the rebrand Steve Brown, Managing Director, said: “The Just for Pets proposition has always put passion for pets at the heart of our business and we’ve worked diligently to maintain this ethos. Our challenge is to create an exciting, engaging and evolving experience that keeps our customers coming back and this in turn drives us to bring great products, service and advice that will enhance the wellbeing of pets and their owners.

“We’ve tackled the rebrand passionately and feel our new offer delicately meets familiarity with a new energy that turns the page on the next chapter in the Just for Pets story.”

Unveiled just eight months after Just for Pets was rescued by established pet sector business Pedigree Wholesale, the start of this two-year store roll out reinforces the dedication to supporting a strong pet retail market offer for consumers and maintaining the presence of specialist pet retailers on the high street and in retail locations across the country.