Fast-growing pet retailer Jollyes is making a strategic shift to an Everyday Low Pricing (EDLP) model, reallocating savings previously exclusive to members of its Pet Club loyalty program into straightforward, on-shelf pricing.
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GLOFast-growing pet retailer Jollyes is making a strategic shift to an Everyday Low Pricing (EDLP) model, reallocating savings previously exclusive to members of its Pet Club loyalty program into straightforward, on-shelf pricing.
As part of this initiative, over 3,000 products will see price reductions across its 100+ stores, covering more than two-thirds of the 4,500 core items typically stocked.
Major Investment in Transparent Pricing
This move is part of a multi-million-pound investment designed to ensure that the price displayed on the shelf is the final price customers pay—eliminating the need for exclusive membership discounts. For instance, a 15kg bag of Royal Canin Adult dog food, previously priced at £64.19, will now be available for £50.00, a 13% reduction from the £57.77 Pet Club members previously paid.
Despite these pricing adjustments, the Pet Club program will remain in place, offering loyalty points on purchases. Shoppers can redeem 1,000 points for a £2 voucher, with further enhancements planned later this year, including the launch of a new app.
Commitment to Affordability
Jollyes CEO Joe Wykes emphasized the importance of affordability, especially in light of rising household expenses.
“We know how much joy pets bring to families, but we also recognize the financial commitment involved—particularly at a time when energy bills and mortgage costs are putting pressure on household budgets.
That’s why we’re simplifying our pricing structure—so customers don’t need to be members to access the best value. Our mission is to offer the lowest prices in town while maintaining exceptional quality and service.”
Strong Holiday Sales & Future Growth
The retailer also reported strong sales performance over the holiday season, with like-for-like sales increasing 6% in the four weeks leading up to Christmas Eve. Overall growth during this period reached 13%, fueled by Jollyes’ expansion into 14 new locations in 2024.
Looking ahead, the company plans to open five new stores and revamp five existing locations in 2025 as part of its continued expansion.
Wykes concluded: “We’re excited to bring our unbeatable combination of low prices, expert service, and high-quality pet care to even more communities in 2025.”
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