Pets Foundation
Pets Foundation is the UK charitable arm of Pets at Home Group, funding rescue and rehoming charities through grants and operating 450+ small pet adoption centres inside Pets at Home stores. It serves UK pet welfare through flagship appeals (Santa Paws, Easter, Summer), a Community Partners network, and a £4M+ annual grant programme.
- Company typePrivate
- Founded2006
- HeadquartersHandforth, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Pets Foundation does
Pets Foundation (legally Pets at Home Foundation, Charity Numbers 1104152 and SC052589) is a UK registered charitable foundation established in 2006 and headquartered in Handforth, Cheshire. It operates as the charitable arm of Pets at Home Group and is staffed by 17 employees. The foundation's core function is grant-making to UK animal welfare charities and direct support for pet welfare through a retail-embedded service network.
The foundation's products and services centre on three pillars: a Grant Programme structured into two tracks (Rescue and Rehoming Grants for operational funding of rescue charities, and Preventing Pet Relinquishment Grants for upstream pet retention initiatives); a network of over 450 small pet adoption centres located inside Pets at Home stores nationwide; and a calendar of flagship fundraising appeals (Santa Paws Christmas, Easter, and Summer). Ancillary revenue includes a branded merchandise shop, a charity lottery, and digital ecards. The Community Partners Initiative binds each Pets at Home store to a local rescue charity, creating a distributed fundraising and awareness network across all 450+ locations.
Revenue is generated entirely through charitable income streams: individual donations (online and in-store, with preset amounts from £5 to £50), corporate contributions from Pets at Home Group and its customers, merchandise sales, lottery proceeds, and branded appeal campaigns. The foundation reported a record-breaking 2022-2023 fiscal year with over £4 million donated. Notable grant recipients include Blue Cross (flagship pet food bank partnership), Cats Protection (£315,000 three-year Lifeline grant), Birmingham Dogs Home (£240,000), Pets As Therapy (£340,000+), and hundreds of smaller rescue and rehoming charities across the UK. The Blue Cross partnership has facilitated feeding over 4 million pets through donation bins placed across the Pets at Home store estate.
Pets Foundation firmographics
Firmographics- Name
- Pets Foundation
- Legal name
- Pets at Home Foundation
- Website
- https://petsfoundation.co.uk
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pets Foundation is the UK charitable arm of Pets at Home Group, funding rescue and rehoming charities through grants and operating 450+ small pet adoption centres inside Pets at Home stores. It serves UK pet welfare through flagship appeals (Santa Paws, Easter, Summer), a Community Partners network, and a £4M+ annual grant programme.
- Ownership category
- akta.pro rank
Pets Foundation industry classification
Industry- Product category
- Animal Welfare Charity / Pet Rescue Grant-Making Foundation
- NAICS
- Grantmaking Foundations (813211), Grantmaking and Giving Services (8132)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Animal Shelters & Adoption Services (BPAGAIAA)
- akta.pro secondary industry
- Education & Community Outreach (Responsible Pet Ownership) (BPAGAIAK)
Keywords
Where Pets Foundation is headquartered
LocationHeadquarters
- HQ city
- Handforth
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Pets Foundation business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain
Revenue model
- Individual Donations: Direct donations from individuals via online portal and in-store collection points. Pre-set amounts (£5, £10, £20, £30, £40, £50) plus custom amounts.
- Merchandise Sales: Sale of branded merchandise including trolley coin keyrings, dog bandanas, wooden ornaments, torches, and magnets. All proceeds support the foundation's mission.
- Corporate Partner Donations: Funding from Pets at Home Group and customer donations collected through stores. Includes colleague fundraising and corporate matching.
- Lottery: Lottery programme as part of fundraising activities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard donation amounts for general support |
| One time/ perpetual license | Pay-as-you-go | Branded merchandise items |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels10 records
Pets Foundation product offering
Product offeringCore offering
Pets Foundation is a UK registered charity that raises funds through individual donations, corporate partnerships, merchandise sales, and a lottery, and redistributes those funds as grants to pet rescue and rehoming charities and to programmes that prevent pet relinquishment. It complements grant-making with a network of over 450 small-pet adoption centres operated inside Pets at Home retail stores and runs annual branded fundraising appeals (Santa Paws, Easter, Summer Appeal).
Product overview
Pets Foundation operates as a charitable grant-giving organization supporting UK pet rescue and rehoming. The core offering consists of grant programmes funding rescue centres and rehoming initiatives, complemented by a network of over 450 small pet adoption centres inside Pets at Home stores. Fundraising activities include flagship campaigns (Santa Paws Christmas Appeal, Easter Appeal, Summer Appeal with Blue Cross) and a Community Partners Initiative connecting local charities with retail stores. Additional revenue streams include an online merchandise shop selling branded items, a charity lottery, and ecards. The organization functions as a platform connecting donors, retail partners, rescue charities, and pet owners to facilitate pet welfare across the UK.
Differentiator
Problem solved
Functional benefit
Products and services
- Grant Programme (Rescue & Rehoming and Preventing Pet Relinquishment) Financial grant programme supporting UK pet rescue charities through two tracks: Rescue and Rehoming Grants (for equipment, facilities, and operational needs of rescue organisations) and Preventing Pet Relinquishment Grants (for initiatives that keep pets with owners, including fostering, veterinary care, neutering, and food banks). Multi-year funding of up to £50,000/year for three years is available for the largest applicants.
- Adoption Centres Over 450 small pet adoption centres located inside Pets at Home stores nationwide, helping pets such as rabbits, guinea pigs, and other small animals find loving homes. The foundation covers the costs of food, housing, and veterinary treatment for pets in its care.
- Community Partners Initiative Programme linking more than 450 local rescue and rehoming charities with Pets at Home stores for year-round fundraising, volunteer recruitment, and awareness activities. Each partnered store champions a local charity chosen by store colleagues.
- Charity Lottery Charity lottery programme allowing supporters to participate in regular fundraising through weekly or monthly prize draws, with proceeds supporting the foundation's charitable activities.
- Online Shop (Branded Merchandise) Online merchandise storefront selling branded items including trolley coin keyrings, dog accessories (e.g., Santa Paws dog bow tie), wooden keepsake ornaments, keyring torches, and magnets, with all proceeds supporting the foundation's pet welfare mission.
Quantifiable outcome
- Over £4 million donated in record-breaking 2022-2023 year
- +5 more outcomes
Companies that use Pets Foundation
Customer profileNamed customers62 records
Segments3 records
Ideal customer profiles3 records
Pets Foundation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pets Foundation partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered major, flagship, core and minor.
- International Fund for Animal Welfare (IFAW)majorInitial £20,000 donation from Ukraine Appeal to support rescue centres caring for thousands of pets left behind in conflict zones.
- Blue CrossflagshipStrategic partnership for Summer Appeal and pet food bank initiative. Pet food donation bins placed in 450+ Pets at Home stores supporting food banks nationwide. Has helped feed over 4 million pets.
- Pets at HomecoreParent company and primary distribution partner. Pets at Home provides store infrastructure for adoption centres, fundraising collection points, and Community Partner programme. All donations processed through store network.
- Hearing Dogs for Deaf PeoplemajorBeneficiary charity for summer fundraising appeals, raising over £500,000 in 2022 and 2023. Builds on established relationship supporting hearing dog partnerships.
- Community Partners (450+ local rescue charities)coreLocal rescue charities partnered with Pets at Home stores through Community Partnership Initiative. Partners fundraise, recruit volunteers, and raise awareness in store locations. Over 450 stores each support a local Community Partner.
- Cats Protectionmajor£315,000 grant over three years supporting Lifeline service expansion. Service provides temporary foster care for cats belonging to domestic abuse victims, enabling families to flee without abandoning pets.
- ADCH (Association of Dogs and Cats Homes)minorActive participation in annual ADCH Conference. Team members present on Foundation work and engage with delegates from across UK animal welfare sector.
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
Pets Foundation competitors and assessment
Company assessmentDirect peers
- Wood Green Animal Rescue: Regional animal rescue and rehoming charity serving Cambridgeshire, Hertfordshire and London. Comparable peer for rescue-focused operations, community engagement, and grant-recipient profile within the UK rescue sector.
- Dogs Trust: Largest UK dog welfare charity, operating rehoming centres and funding community dog welfare programmes. Directly comparable as a grant-giver and rescue operator, and a co-beneficiary of the UK pet-welfare donor pool.
- Blue Cross: UK animal welfare charity operating rehoming centres and pet food banks. Direct peer to Pets Foundation given the active pet food bank partnership across 450+ Pets at Home stores and overlapping beneficiary base of UK pet owners and rescue charities.
- Cats Protection: UK's leading cat welfare charity providing rehoming, neutering and education services. Directly comparable grant recipient (£315k Lifeline grant) and operates the same feline-focused welfare mission across overlapping geography.
Emerging players
- Hearing Dogs for Deaf People: UK charity training hearing assistance dogs. Major beneficiary of Pets Foundation summer appeals (£550k+ raised). Directly comparable as a niche UK animal-welfare charity reliant on corporate partner fundraising for sustainability.
Broad incumbents
- PDSA (People's Dispensary for Sick Animals): UK-wide veterinary charity providing free care for pets of owners in need. Comparable in mission to prevent pet relinquishment and deliver pet welfare services at scale.
- Battersea Dogs & Cats Home: Major London-based rehoming charity with high brand recognition and broad fundraising portfolio. Comparable to Pets Foundation as a high-profile UK pet rehoming operator competing for the same donor base.
- RSPCA: The UK's largest and oldest animal welfare charity with nationwide rescue, rehoming and inspectorate operations. A broad incumbent whose multiple branches (South London, Wirral, Manchester) are documented grant recipients of Pets Foundation.
Regional players
- Scottish SPCA: Scotland's principal animal welfare charity and inspectorate. Documented grant recipient (£240k Pet Aid project) and directly comparable in scope to Pets Foundation's grant-funded veterinary and rehoming programmes, but scoped to Scotland rather than UK-wide.
- The Mayhew Animal Home: London-based animal welfare charity focused on rehoming and community animal welfare programmes. Comparable peer operating adoption and prevention services, primarily serving a regional UK audience.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Pets Foundation social profiles
Digital presencePets Foundation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pets Foundation leadership team
Management profileNumber of profiles
Profiles5 records
Pets Foundation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pets Foundation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pets Foundation
What does Pets Foundation do?
Pets Foundation is a UK registered charity that raises funds through individual donations, corporate partnerships, merchandise sales, and a lottery, and redistributes those funds as grants to pet rescue and rehoming charities and to programmes that prevent pet relinquishment. It complements grant-making with a network of over 450 small-pet adoption centres operated inside Pets at Home retail stores and runs annual branded fundraising appeals (Santa Paws, Easter, Summer Appeal).
Is Pets Foundation a public or private company?
Pets Foundation is a private company. It is classified as corporate owned and is currently operating.
When was Pets Foundation founded?
Pets Foundation was founded in 2006. It employs 11 to 50 people.
Where is Pets Foundation based?
Pets Foundation is headquartered in Handforth, United Kingdom, in the Europe region.
How does Pets Foundation make money?
Four revenue lines are on record. Individual Donations are the primary driver. The others are merchandise Sales, corporate Partner Donations and lottery.
Who are Pets Foundation's main competitors?
Direct peers on record are Wood Green Animal Rescue, Dogs Trust, Blue Cross and Cats Protection. Hearing Dogs for Deaf People is listed as an emerging player. Broad incumbents are PDSA (People's Dispensary for Sick Animals), Battersea Dogs & Cats Home and RSPCA. Regional players are Scottish SPCA and The Mayhew Animal Home.
Does Pets Foundation have an API?
No public API is recorded for Pets Foundation.
What industry is Pets Foundation in?
Pets Foundation's product category is Animal Welfare Charity / Pet Rescue Grant-Making Foundation. Its primary akta.pro industry code is BPAGAIAA, Animal Shelters & Adoption Services, with a secondary code of BPAGAIAK, Education & Community Outreach (Responsible Pet Ownership). Its NAICS code is 813211 and its SIC code is 8300.