Jollyes restructures over 100 stores

Jollyes, the UK pet retailer, has decided to remove all small pets from its more than 100 stores and replace them with frozen raw food.

The phased removal of all live rabbits, guinea pigs and birds will be completed over a 12-month period, giving breeders plenty of time to adjust to the change. "Whilst we will of course continue to sell everything a responsible rabbit, guinea pig or bird owner needs for their pets, removing them from our stores allows us to expand the frozen raw category, which is becoming increasingly popular with dog owners," explains Joe Wykes, Jollyes' chief executive officer.

Jollyes started in Northern Ireland, where it is the market leader with 16 stores, and has now introduced extended frozen food sections to sell raw dog food in the rest of the UK. 90 stores are now able to offer the full range to their customers. The Jollyes Raw Store stocks brands such as Nature's Menu, Naked Dog and Durham, as well as Jollyes' own brand Lifestage and the new value Raw and Simple range.

Jollyes staff are fully trained, with an expert in each store to advise customers on the best products for their furry friends and ensure they are getting a healthy and balanced diet, the specialist retailer said.