Jollyes reports strong Christmas trading results as it embarks on a new pricing model

The petcare retailer saw like-for-like sales rise 6% for the four weeks to Christmas Eve, and total sales growth of 13% over the same period. 

As it announced its results, Jollyes also committed to a new pricing model which it said would ease pressure on household budgets and make it “the best value pet store in town”.

The retailer has now stripped away its Pet Club exclusive member prices to offer lower prices to all shoppers on more than 3,000 lines, which will see the likes of a 15kg bag of Royal Canin dog food reduced from £64.19 to £50.00, 13% lower than the Pet Club member price. 

The points collection offered to Pet Club members will remain, with members able to exchange 1,000 points for a £2 voucher.

Jollyes’ store expansion programme is also set to continue, with five stores opening in Pontefract, Chichester, Swansea, Chesterfield and Perth from March, while top-performing stores in Selby, Waterlooville, Sheffield, Harlow and Keighley will be expanded and overhauled.

Jollyes chief executive Jow Wykes said: “We understand how much joy a pet brings to families, but we also know the cost of that commitment is high, especially at a time when household budgets are under pressure from energy bills and mortgage payments.

“That’s why we’re simplifying our prices, so customers won’t need to be a member to get the value that pet parents demand.

“Being relentless in lowering prices to deliver on our promise to be the best value pet store in town is at the heart of our DNA and the promise we make to our customers.

“We’re looking forward to bringing that combination of low prices, service and expertise to even more communities during 2025.