Pets at Home has reported rising sales across all categories as its new pricing strategy continues to gain momentum.

The pets specialist said group like-for-like sales jumped 7.2% in the 12 weeks to January 4, while total sales advanced 9.6% to £223.3m. 

Its retail division – where like-for-likes declined 0.5% a year ago – has benefited from the firm’s price repositioning strategy. Same store merchandise sales climbed 6.8% during the period as a result. 

Total sales in this category reached £193.4m during the period — up 9%. This includes £13m generated through new omnichannel initiatives, such as order-in-store and subscription services. 

In its fast-growing veterinary and grooming business, sales grew 13.6% to £29.9m. On a like-for-like basis, sales were up more than 10%. 

Outgoing chief executive Ian Kellett said: “I’m happy to report further progress in the third quarter, where trading momentum in our merchandise division built over the Christmas period. 

“In the year since we launched our lower pricing initiatives we have seen a really strong customer response to the investments we have made.” 

Kellett will be succeeded by Pets at Home’s current retail chief Peter Pritchard later this year. 

During the period the retailer launched a new checkout process on its mobile website and opened two new superstores, two Vets4Pets practices and five Groom Room salons.  

However, it has set about shuttering its seven upmarket high street Barkers stores, incurring costs of around £2m, after the trial proved unsuccessful.