What Jollyes does

Jollyes is a privately held UK specialist pet retailer founded in 1971, operating an omni-channel model that combines a multi-region physical store estate across England, Scotland, Wales, and Northern Ireland with a transactional e-commerce site at jollyes.co.uk. The company sells a comprehensive assortment of pet supplies spanning food, treats, toys, accessories, health products, and grooming items for dogs, cats, small pets, birds, fish, and reptiles, carrying both third-party premium brands (Royal Canin, Kong, James Wellbeloved, Whiskas, Purina One, Lily's Kitchen) and a Jollyes Value own-brand range.

The business is built around three pillars: product retail, ancillary services, and customer engagement. Beyond one-time product sales, Jollyes operates in-store Community Pet Clinics offering affordable pet healthcare, The Jolly Groomer for professional grooming, and The Raw Store for raw pet food. The Pet Club loyalty program underpins repeat engagement. The e-commerce platform supports free 1-hour Click & Collect across all stores, standard delivery from £3.50, express delivery from £4, and free delivery over £45 on UK mainland orders, with DHL handling fulfillment.

Revenue is generated almost exclusively through consumer product sales (one-time transactions), with subscription-style recurring mechanics (Repeat & Save) representing an emerging but secondary line. The customer base is the horizontal mass market of UK pet owners across all pet categories. There is no public ownership structure, no disclosed institutional investors, no headcount data, and no management team information in the source material, consistent with a long-standing, founder- or family-controlled private company.

Name

Jollyes

Legal name

Jollyes

Website

https://jollyes.co.uk

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Jollyes is a privately held UK omni-channel pet retailer founded in 1971, operating physical stores across England, Scotland, Wales, and Northern Ireland alongside an e-commerce site, serving UK pet owners with food, accessories, health products, and in-store grooming, clinic, and raw food services.

Ownership category

akta.pro rank

Product category

Pet Retail

NAICS

Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910)

akta.pro primary industry

Pet Food & Treats Retail (CRALAHAB)

akta.pro secondary industries

Pet Toys & Enrichment Retail (CRALAHAE), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters) (CRALAHAL), Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)

Keywords

• Pet retail
• Pet supplies
• Pet food
• Pet grooming
• Pet care products

Headquarters

HQ city

Waltham Abbey

HQ country

United Kingdom

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Retail Product Sales: Sale of pet supplies including food, treats, toys, accessories, health products, and care items through physical retail stores and online e-commerce platform. Revenue generated from one-time product purchases by consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Jollyes is a UK omnichannel pet retailer selling pet food, treats, toys, accessories, health products, and care items for dogs, cats, small pets, birds, fish, and reptiles through a network of physical stores and the jollyes.co.uk e-commerce site. The company complements its product offering with in-store services including the Community Pet Clinic, The Jolly Groomer (professional grooming), and The Raw Store (raw pet food), supported by a Pet Club loyalty program and free 1-hour Click & Collect.

Product overview

Jollyes is a UK-based pet retail company operating as both an e-commerce platform and physical store chain. The company offers a comprehensive pet supply portfolio organized around seven core product categories: Dog supplies (food, treats, toys, accessories, health, grooming), Cat supplies (food, litter, toys, accessories, health, grooming), Small Pet supplies (rabbits, guinea pigs, hamsters, ferrets, etc.), Wild Bird products, Fish supplies, and Reptile products. The offering includes both branded products from third-party manufacturers (Royal Canin, Kong, Lifestage, Whiskas, etc.) and Jollyes' own value brand. The company complements its retail operations with three key services: Pet Club (loyalty program), Community Pet Clinic (in-store health services), and The Raw Store (raw pet food). Additional services include 1-hour Click & Collect, home delivery, and The Jolly Groomer professional grooming service. The business operates across multiple channels including physical retail stores, online e-commerce, and specialized seasonal collections.

Differentiator

Problem solved

Functional benefit

Brands

• Pet Club: Loyalty programme offering exclusive member pricing on pet supplies.
• Community Pet Clinic
• The Raw Store
• The Jolly Groomer

Products and services

• Dog Food Extensive dog food selection including dry food, wet food, veterinary food, grain-free, natural, freshly prepared, raw and frozen, and breed-specific formulas for all life stages. Sourced for UK dog owners shopping in-store or online.
• Cat Food Wide range of cat food including tinned, dry, wet, veterinary, grain-free, indoor, senior, diet, and hairball formulas. Targeted at UK cat owners across life stages.
• Dog Treats Dog treats including soft treats, natural treats, chew sticks, rawhide, biscuits, rawhide alternatives, and vegan/vegetarian options for dogs.
• Dog Toys Dog toys including interactive toys, dental toys, tug toys, chew toys, outdoor toys, paddling pools, plush toys, and activity toys.
• Wild Bird Products Wild bird food, feeders, bird tables, and accessories for garden bird care.
• Small Pet Supplies Supplies for small pets including rabbits, guinea pigs, hamsters, gerbils, rats, mice, ferrets, and chinchillas/degu - covering food, cages, hutches, bedding, toys, and accessories.
• Pet Club Loyalty program offering exclusive member pricing and discounts on pet supplies for repeat UK pet owner customers.
• Community Pet Clinic In-store pet health service providing professional advice and treatments for pets at select Jollyes store locations.
• The Raw Store Raw pet food supplier offering freshly prepared raw food for dogs and cats at select store locations.
• The Jolly Groomer Professional pet grooming service available at select Jollyes store locations.
• Click & Collect Free 1-hour click and collect service allowing customers to order online and pick up in-store at any Jollyes location.
• Repeat & Save Subscription-style service for repeat purchases of pet supplies with potential savings for regular UK pet owners.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and supporting.

• LifestagecoreOthersFeatured brand stocked in stores and online. Pet food brand with dedicated product pages and promotional campaigns on Jollyes website.
• Royal CanincoreOthersPremium pet food brand carried across Jollyes stores and website. Featured in promotional banners and brand showcase sections.
• KongcoreOthersPopular dog toy brand featured in favorite brands section. Products include Kong toys and rubber dog toys sold through Jollyes.
• Riley'scoreOthersFeatured brand in pet supplies. Carried in both retail stores and online with dedicated brand page.
• K9 OptimumsupportingOthersDog food brand stocked and featured in favorite brands carousel on dog supplies pages.
• LFJ MillerssupportingOthersFeatured in favorite brands section. Brand carried in Jollyes pet supply retail locations.
• Rufus & RosiesupportingOthersPet accessory brand featured in brands section. Products include seatbelt restraints sold on Jollyes website.
• McintyressupportingOthersFeatured brand in pet supplies section. Listed in favorite brands carousel.
• WhiskassupportingOthersCat food brand featured in cat supplies brand section alongside other premium cat food brands.
• Purina OnesupportingOthersCat food brand carried and featured in cat supplies brand showcase.
• Meowing HeadssupportingOthersCat food brand featured in cat supplies brand section.
• James WellbelovedcoreOthersDog and cat food brand featured in both dog and cat supplies brand sections. Carried in stores and online.
• Lilys KitchensupportingOthersPet food brand featured in dog supplies brand showcase section.
• DHLsupportingOthersDelivery carrier used for order fulfillment. Order tracking provided via DHL tracking service on confirmation emails.
• TrustpilotsupportingOthersCustomer review platform featured on website. Reviews accessible via Trustpilot integration.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pets at Home: The UK's dominant pet specialist retailer with ~450 stores, in-store grooming, the Vets4Pets veterinary JV, and a Pet Club loyalty programme — making it the closest direct competitor to Jollyes across retail, services, and loyalty.
• Pets Corner: A long-standing UK independent pet retail chain with a comparable multi-store footprint, in-store services, and a focus on premium pet food brands — directly comparable to Jollyes on size, channel mix, and customer base.
• Zooplus: Europe's leading online pet supplies retailer — a directly comparable pet-product retailer to Jollyes' e-commerce operation, with overlapping SKU breadth though without a physical store presence.

Broad incumbents

• PetSmart: The largest North American specialty pet retailer combining stores, e-commerce, grooming, and pet services — a broad incumbent analogue to Jollyes, operating at significantly larger scale.
• Petco: US pet retailer with stores, grooming, in-store veterinary clinics, and an omnichannel platform — comparably integrates retail and services like Jollyes' Pet Clinic and Jolly Groomer, but at vastly larger scale.
• Fressnapf / Maxi Zoo: Pan-European pet retail chain with physical stores across multiple countries — a broad incumbent comparable in store-and-services-based pet retail, though operating predominantly in continental Europe.
• Tesco: The UK's largest grocery retailer, offering pet food and supplies alongside general merchandise — a broad incumbent competing with Jollyes on commoditised pet food SKUs, price, and convenience.
• Amazon UK: The dominant online marketplace for pet supplies in the UK — a broad incumbent competing with Jollyes on e-commerce convenience, price, and selection, particularly for commoditised food and treat SKUs.

Emerging players

• Farm and Pet Place: Smaller UK pet and agricultural supply chain — a partial-overlap UK pet retailer, smaller in scale than Jollyes but sharing a multi-store, multi-product pet-supplies positioning.

Others

• Lily's Kitchen: Premium UK natural pet food brand stocked by Jollyes — comparable as a brand-side specialist in the pet nutrition category adjacent to Jollyes' food and treats offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Jollyestweets
• YouTubeyoutube.com/channel/UCjrWd00daY_O_JKya1dAZEA
• Facebookfacebook.com/jollyesuk
• LinkedInlinkedin.com/company/jollyes-petfood-superstores

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jollyes