Jollyes has announced significant price investment at all its 100-plus locations across the UK that will underline its position as the UK’s best value pet superstore.

From this week, the basket price of top-selling items for dogs and cats have been lowered so they’re over 10% better value than the market leader, when adding in every Pet Club members’ till discount.

And to drive home the message about savings, Jollyes this morning began sharing news about its savings on advertising vehicles in some of the 60 locations where it completes directly against Pets at Home.

It is also this morning launching a national radio campaign to raise awareness of Jollyes’ value and the pet expertise of its staff.

The move to lower prices is the first significant investment in value after Jollyes was acquired by TDR Capital earlier in the year – and is part of foundational changes underway as Jollyes prepares for major store expansion in 2025 and beyond.

Jollyes has already grown its store estate by almost 50% in the last three years and is now opening three additional stores over two weeks.

The first to open last week was in Leyland, Lancashire, on Towngate with a performance by the world famous Leyland brass band.

The next two new stores will be launched at 10am on Saturday, November 30, at Kingsgate Retail Park, Glasgow Road, East Kilbride, G77 4UN, and at City Link Retail Park, Newport Road in Cardiff, CF24 1PQ.

Joe Wykes, Jollyes chief executive, said: “Whenever we open a new store we make a promise to be the best value in town for all the items a pet parent needs.

“We can only make that promise because we work super hard, day-in, day-out to lower our own costs and carefully check prices elsewhere. And while we know price is paramount, we also know what makes Jollyes special is the service and expertise our people deliver in-store.”