Pets at Home is targeting up to 20 smaller format shops within the M25 over the next couple of years as it looks to diversify its store estate.

The pet care specialist has seven concept stores around London so far, located in Balham, Beckenham, Camden, Ealing, Sutton, Putney and Whetstone.

Chief executive Lyssa McGowan told Retail Gazette: “Historically, we’ve underserved London as a pet market because we’ve had a big out-of-town format.

“As we’ve cracked this new, smaller format, we’ve been able to open up the Pets at Home experience to younger, more Generation Z, consumers who actually love what we’ve got to offer.”

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“They’re actually more likely to buy into the vets, grooming and integrated offer. Having it locally and conveniently on their doorstep is a big opportunity.”

She estimates the group will be able to fit 20 smaller format stores in the capital “over the next few years”.

McGowan said the business would add a vets practice into its new branches in Sutton and Whetstone, which both opened last month, to become “integrated healthcare centres”.

The CEO added that Pets at Home would do “even more” across the rest of its store estate over the next 12 months after last year’s five new openings and 41 store refits.

Her comments come as the retailer hailed a “pivotal year”, posting a 5.2% rise in total sales to £1.5bn for the year to 28 March as it delivered against its strategy of “building the world’s best pet care platform”.

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