Pets At Home, UK

Pets At Home, the UK’s largest pet supplies retailer, had enjoyed success as an edge-of-town warehouse for a number of years. When they were acquired by Bridgepoint PE in 2004 the supermarket chains began muscling in on their market. 20,20 helped Pets At Home define a unique brand positioning and retail experience – to create a destination brand. The simple truth is that people love their pets – so creating a brand and experience based on that ‘love’ would give customers a genuine reason to shop.

20.20 created a compelling story that balances the emotion and joy pets bring, with the trust and reassurance of the products and service. The entire customer experience was re-visited: transformed into an environment where live animals and knowledgeable staff would inspire and appeal to customers’ love of animals.

The new–look store was piloted in Romford and Crayford in 2007, and was an immediate success. The scale-able format was then rolled out across the estate. In 2010 we opened the award winning flagship store in Raynes Park resulting in the record sale of Pets at Home to KKR for £955m. Crucially, today Pets At Home have a loyal customer base who are united in their love of animals – and their trust for the brand.