Lillico Attlee Country Stores

Name

Lillico Attlee Country Stores

Legal name

Wm Lillico & Son Limited

Website

https://lillicoattlee.co.uk

Company type

Private

Founded year

1788

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Rural Pet and Equestrian Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424)

SIC

Retail-Variety Stores (5331)

akta.pro primary industry

Traditional Variety Stores (General Variety & Five-and-Dime) (CRAEAGAA)

akta.pro secondary industry

Organic Produce & Farm Market Retail (CRAHAEAD)

Keywords

• Rural pet supplies
• Equestrian products
• Farm supplies
• Country store retail
• Animal feed

Headquarters

HQ city

Aylesford

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Retail Product Sales: Sale of pet, equestrian, and farming products including food, accessories, clothing, and equipment across both physical stores and online. Revenue from direct consumer purchases with no stated mix between channels.
2. In-store Services: Services including rug cleaning, dog grooming, clipper blade sharpening, hat and body protector fitting, dog weighing, and faecal egg count testing kits.
3. Loyalty Program: Country Card loyalty scheme earning 1 point per £1 spent, redeemable in store at 1p per point.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Lillico Attlee Country Stores (trading as Wm Lillico & Son Limited) is a fifth-generation family-owned retailer that runs two physical country stores — Lillico's in Aylesford and Attlee's in Dorking — alongside an e-commerce website. It sells pet, equestrian, and farm products (feeds, bedding, tack, rugs, country clothing, smallholder supplies), supported by specialist staff, the CountryCard loyalty scheme, in-store services (grooming, rug cleaning), click & collect, local delivery, and an in-house farm shop called The Farmer's Table.

Product overview

Lillico Attlee Country Stores is a dual-location rural retail business with stores in Aylesford (Lillico's) and Dorking (Attlee's), plus an e-commerce website powered by Nitrosell/WebSell. The offering spans five core product categories: Pet Products (dogs, cats, small animals, birds, aquatic), Equestrian Products (horse feeds, tack, rugs, clothing, safety wear), Farm Products (livestock feed, bedding, equipment), Land Management (fencing, gardening, grass seeds, fertilisers), and Country/Equestrian Clothing. The company operates its own-brand Lillico Attlee Range of Farm Feeds alongside third-party brands. Services include an online store with Click & Collect, CountryCard loyalty programme, local delivery from the Dorking store, and in-store services such as rug cleaning, dog grooming, clipper blade sharpening, hat and body protector fitting, and expert nutrition advice. The Farmer's Table (launched January 2021) provides locally sourced fresh produce. The stores also serve as the home of Saracen Horse Feeds with on-site nutritionists.

Differentiator

Problem solved

Functional benefit

Brands

• CountryCard: Loyalty scheme where customers earn one point for every £1 spent, with each point worth 1p to spend on products in store.

Products and services

• Pet products Food, bedding, accessories, and care products for dogs, cats, and small animals, sold through the Aylesford and Dorking stores and the online shop.
• Equestrian products Horse feeds (including Saracen Horse Feeds), rugs, tack, supplements, and riding wear for horse owners and riders, sold in-store and online.
• Farm and smallholder supplies Feeds, bedding, and equipment for smallholders, hobby farmers, and poultry keepers, including the Lillico Attlee range of farm feeds.
• Country and equestrian clothing Country and equestrian clothing and footwear for rural and riding customers.
• The Farmer's Table farm shop In-store farm shop offering local, regional, and farm-sourced produce, complementing the core pet, equestrian, and farm ranges.
• CountryCard loyalty scheme Free-to-join in-house loyalty programme offering rewards and discounts to repeat customers across both stores and the online shop.
• Click & Collect service Online order collection service available from the Aylesford and Dorking stores.
• Local delivery service Local home delivery service for online orders in the catchments around the Aylesford and Dorking stores.
• In-store services (grooming, rug cleaning) Value-add services including pet grooming and rug cleaning, provided in-store to complement product purchases.
• Lillico Attlee e-commerce website Online retail channel at lillicoattlee.co.uk carrying the full product range and supporting click & collect and delivery orders.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Saracen Horse FeedscoreStrategic or Co-development PartnerSaracen Horse Feeds mill is located next door to Lillico's Country Store Aylesford. The store benefits from on-site nutritionists who are available to assist customers when choosing the correct feed for horses. This co-location provides unique expertise access for customers seeking equine nutrition advice.

Scale indicators4 records

Recent moves2 records

Direct peers

• Countrywide Farmers: UK country store operator stocking animal feed, pet, equestrian, workwear, and rural supplies. Matches Lillico Attlee on country-store format, multi-department assortment, and rural community positioning, with materially greater store count.
• Mole Valley Farmers: UK farmer-owned agricultural and rural retail co-operative selling feed, equestrian, pet, and farm supplies across multiple stores. Closest direct comparison given the shared country-store format, multi-category rural assortment, and farmer/community customer base in the same South/South-West of England footprint.
• Farmstar: UK agricultural and rural retailer (formerly part of Countrywide) supplying livestock, equestrian, pet, and smallholder products online and via regional sites. Comparable via online rural-retail model and feed-led catalogue overlapping Lillico Attlee's core assortment.
• Mole Country Stores: Retail arm of Mole Valley Farmers operating physical country stores stocking pet, equestrian, and farm products. Direct format peer: similar merchandising, product mix, and rural community positioning.
• Wynnstay Group: AIM-listed UK rural retailer and agricultural supplier operating country stores and direct-to-farm delivery. Directly comparable in selling animal feed, hardware, and rural lifestyle products to a similar farmer/equestrian/smallholder customer base across the UK.
• Chelford Farm Supplies: Independent Cheshire-based farm supplies retailer offering livestock feed, equestrian, pet, and smallholder ranges. Closely comparable as a multi-category rural retailer serving farming and equestrian customers across a defined regional catchment.
• Robert Davies Saddlery: Long-established UK equestrian retailer specialising in saddlery, rugs, and rider equipment. Comparable through shared equestrian specialism and expertise-led customer advisory model, though narrower in category scope.

Broad incumbents

• Pets at Home: UK's largest specialist pet retailer with national store estate and integrated vet services. Overlaps with Lillico Attlee's pet-owner customer segment but is vastly broader in scale and channel.

Others

• Bridgemere Garden Centre: Large UK garden centre operating alongside a farm shop and country store format. Adjacent rather than direct: overlaps on gardening/land-management ranges and rural consumer base but does not compete head-to-head in core equestrian/farm supply.

Emerging players

• Robinson Animal Healthcare: UK animal health products manufacturer and supplier serving farm and equine sectors. Comparable as a supply-side peer into the same product categories Lillico Attlee retails, especially licensed medicines and supplements.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Lillicos
• Facebookfacebook.com/LillicosCountryStore
• Instagraminstagram.com/lillico_attlee/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

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 Lillico Attlee Country Stores