Pets at Home has launched a new premium pet store format especially for dogs called Barkers which features a dog spa with Reiki massage.

The new store in Wilmslow, Cheshire trades across 1,200 sq ft.

It features a food spa and accessory shop and 85% of the range is exclusive to Barkers.

The store has been designed for its doggy customers with interactive toys, running fresh water, sensory zones and calming room odourisers.

The store has even been painted with colours that reflect the colour spectrum of a dog’s eyesight.

The retailer also provides its canine companions with a range of personalised products, such as a made-to-order bedding service. And it sells rattan beds with co-ordinated cushions.

Barkers said it will assess the performance of this store before rolling out further stores.

Pets at Home commercial director Peter Pritchard said: “Our objective was to create the best dog shop in the world and I think we’ve done it.

“This is different from any store we have created before, with an environment which is for discerning dogs and the people who love them. We’ve had a really warm welcome from the dog owners of Wilmslow and while it’s very early days, we’re excited by the potential of the brand.”

The new format comes after Pets at Home floated on the stock exchange earlier this month. It operates 369 stores in the UK, which it plans to grow to 500. The retailer also operates Groom Rooms in Pets at Home stores and veterinary practice Campanion Care.