As it opens three new stores in a fortnight, award-winning pet retailer Jollyes today announced significant price investment at all its 100-plus locations across the UK that will underline its position as the UK’s best value pet superstore.

From this week, the basket price of top-selling items for dogs and cats have been lowered so they’re over 10 per cent better value than the market leader, when adding in every Pet Club members’ till discount.

And to drive home the message about savings, Jollyes this morning began sharing news about its savings on advertising vehicles in some of the 60 locations where it completes directly against the market leader.

It is also this morning launching a national radio campaign to raise awareness of Jollyes’ value and the pet expertise of its colleagues.

The move to lower prices is the first significant investment in value after Jollyes was acquired by TDR Capital earlier in the year - and is part of foundational changes underway as Jollyes prepares for major store expansion in 2025 and beyond.

The pet superstore has already grown its store estate by almost 50 per cent in the last three years and is now opening three additional stores over two weeks.

The first to open last week was in Leyland, Lancashire on Towngate with a performance by the world-famous Leyland brass band.

The next two new stores will be launched at 10.00am on Saturday 30 November, at Kingsgate Retail Park, Glasgow Road, East Kilbride, G77 4UN and at City Link Retail Park, Newport Road in Cardiff, CF24 1PQ.

All three locations will provide pet parents access to Jollyes’ raw food frozen ‘shop-in-shop’ and later this year, community pet clinics at each location will offer unbeatable prices for essential vet services such as microchipping and vaccinations.

At each of the three openings, retired service animals supported in their later years by the National Federation of Retired Service Animals (NFRSA) will bite through strings of sausages to formally declare the stores open.

A key charity partner for Jollyes, NFRSA helps support the care, well-being, and welfare of retired service animals from across the emergency service family - the police, fire, border force, National Crime Agency, NHS and prison services.

Over the next 12 months, all Jollyes’ stores will be raising money for NFRSA with collections matched by Jollyes up to £20,000 that will help NFRSA support retired service animals and their owners.

Launching the new value campaign, Joe Wykes, Jollyes chief executive officer said:

“Whenever we open a new store we make a promise to be the best value in town for all the items a pet parent needs.

“We can only make that promise because we work super hard, day-in, day-out to lower our own costs and carefully check prices elsewhere.

“And while we know price is paramount, we also know what makes Jollyes special is the service and expertise our people deliver in store. 

“We look forward to showing new shoppers in Leyland, East Kilbride and Cardiff what Jollyes is all about as they deliver the kind of savings that we already offer in over 100 other communities right across the UK.”

On 30 November in East Kilbride, accompanied by a St Andrews day piper, the store will be opened by Corrie, an Alsatian who served for six years with Police Scotland until retirement.

On the same day at Newport Road in Cardiff, the new Jollyes store will be officially launched by Ella, a seven-year-old cocker spaniel. Ella served as an explosives search dog for six years with South Wales Police before retirement, carrying out searches at many venues such as the Principality stadium, Welsh Assembly and Senydd.

Jollyes has had a remarkable 2024 winning new investment to supercharge its growth, being named as the best retailer in Britain at the prestigious Retail Week awards for retailers under £250m turnover and making the Sunday Times’ list for the first time as one of Britain’s best big companies to work for.