Jollyes is set for a transformative year under CEO Joe Wykes, aiming to become the UK’s best value pet superstore.
- The recent acquisition by TDR Capital is providing the resources needed for growth and store expansion.
- Jollyes is focusing on a mix of store expansion and loyalty programme enhancement to improve customer experiences.
- Strategic location selection based on demographic data is key to Jollyes’ expansion plans.
- E-commerce development is on the horizon as the digital pet market grows rapidly.
As Jollyes embarks on a transformative journey led by CEO Joe Wykes, the pet retailer aims to establish itself as the best value pet superstore in the UK. This ambitious goal follows the company’s acquisition by TDR Capital, which provides the necessary resources to enhance its market position. Wykes, at the helm for two years, is committed to aggressively expanding the store network and revitalising existing outlets to strengthen Jollyes’ customer proposition.
The acquisition by TDR Capital has been a game-changer, offering financial support for Jollyes to accelerate its growth plans. As part of this strategy, Jollyes has opened its 106th store in York’s Monk Cross shopping park, signalling a period of rapid expansion. Wykes is keen to leverage this moment to boost brand awareness and product offerings in new locations.
Aiming to refine the shopping experience, Jollyes is revamping its loyalty programme to drive customer retention. With 80% of its customer base already part of the Pet Club scheme, enhancements in offering personalised discounts and deals are key. TDR Capital’s influence is nudging the retailer to think from a consumer’s point of view, ensuring greater value for loyal customers.
Location selection is a pivotal focus, relying heavily on demographic data from UK census results. Jollyes targets areas with high family concentrations and gardens, indicative of pet ownership. The strategy positions Jollyes stores near discounters, such as Aldi and Lidl, in retail parks—an approach tested to maximise footfall and sales.
Despite the current emphasis on brick-and-mortar stores, Joe Wykes acknowledges the potential of expanding Jollyes’ e-commerce presence. Currently, online sales contribute minimally to overall revenue, yet digital channels offer vast opportunities. Wykes aspires to bolster growth in physical locations while gradually enhancing online services, aligning with the trend of a burgeoning digital pet market.
Jollyes, under the leadership of Joe Wykes and with backing from TDR Capital, is poised to redefine its place in the UK pet retail market through strategic expansion and innovation.
