Waitrose is launching a standalone pet product website selling over 9,000 products that will be supported by a telephone advice service.

Waitrose's new pets website

The supermarket has partnered with Monster Pet Supplies to launch the Waitrosepet.com website, which will stock more than 60 own-brand lines alongside specialist and veterinary diets including Purina Pro Plan, Royal Canin, Hill’s and James Wellbeloved.

Products are currently aimed at cat, dog, bird and fish owners, but will be extended in 2015 to include reptile and equine products.

Free delivery will be included with any orders over £30 and the website includes a function that allows customers to book a repeat delivery.

The website will also include upmarket accessories including a tweed coat for dogs costing £10.89 and Billy and Margot Christmas Crackers priced at £6.99.

Waitrose head of direct services Robert McCarthy said the company is the “first multiple retailer to launch a website of this kind”.

The launch of Waitrosepet.com comes after online-only supermarket Ocado launched its own pet website Fetch last June.

McCarthy added: “WaitrosePet provides our customers, 45% of whom are pet owners, with a convenient one-stop-shop for pets of all ages and breeds, whether they are looking for specialist food for a feline friend or a Christmas treat for man’s best friend.”

The website will also provide expert advice and product information on pet food, alongside a telephone advice service.