Discount retailer Poundstretcher has revealed plans to ramp up investment in its new petcare brand as it seeks to take a slice of a market dominated by Pets At Home.

The company, which is headquartered in Huddersfield, hopes to open 50 standalone Pet Huts stores before the end of the year, as well as rolling the brand out to more than 200 outlets in its existing retail estate.

The 400-strong chain has long been selling pet products but first launched the brand across a number of its larger stores last year.

"We are delighted with customer’s reaction to the Pet Hut and this has driven our decision to speed up our expansion plans," said Aziz Tayub, chief executive of Poundstretcher.

"We have ambitious plans but we are confident that by offering UK pet owners great ranges at competitive prices we will exceed our targets."

Poundstretcher added that it would look to open 20,000 sq ft stores in the future so about 3,000 to 4,000 sq ft could be devoted to Pet Hut. However, it is pressing on with plans to open 50 standalone Pet Hut shops before the end of 2014.

The company said the range of products the stores will offer is still being "fine-tuned", using feedback from customers and expertise from suppliers within the pet market.

But it added the overall aim was to offer a range of pet food and accessories, including small pets and horse ranges, alongside extensive ranges for dogs and cats.