Pet Pavilion, a family-owned business led by founders Andrew and Jennifer Saville-Edells, was recently named Retail Chain of the Year 2024 at the Pet Industry Federation (PIF) Awards. With nine boutique stores across iconic London areas like King’s Road, Notting Hill, and Kensington, Pet Pavilion combines premium pet products with a personalised, community-driven approach. We spoke with the founders to learn about their journey, the challenges they face, and their vision for the future.
Congratulations on winning the Retail Chain of the Year award! What does this recognition mean to you and your team?
Thank you! It’s truly an honour, especially after 28 years. For our team, this accolade inspires pride and commitment, knowing that the brand they support has earned this recognition. It validates all the hard work we’ve put into growing from a single store to the business we are today.
You mentioned feeling imposter syndrome when you were first nominated. Why was that?
Initially, we felt out of place among larger chains that have more resources and economies of scale. We worried we wouldn’t meet the same criteria, especially as we don’t do wholesale. But we realised our strength lies in personalisation and community-focused service, which resonates well with our customers.
Do you think larger chains miss out on that personal touch?
Definitely. Larger chains often feel more corporate. At Pet Pavilion, we retain the feel of a small, family-run business. Our stores in Chelsea and Kensington, for instance, are tightly connected with the community. We know our customers well, and some visit us daily. It’s a level of personal service that’s harder to achieve on a larger scale.
How has this recognition impacted your stores and staff?
It’s been fantastic for morale. Our team feels recognised, and we’ve received congratulatory messages from suppliers, even some we don’t regularly work with. That support from industry partners has been wonderful.
What unique challenges do you face as a London-based retailer?
Operating in London is costly, from rent to utilities, and we have to pay staff a London living wage. These costs make it challenging to balance competitive pricing with profitability, especially with the rise of online shopping. We strive to maintain our standards and still be viable, but it’s a constant challenge.
You’ve added grooming services to your business. Would you recommend this approach to other retailers?
Absolutely. In today’s market, having multiple revenue streams is essential. Offering grooming alongside retail adds value and helps make the business more sustainable. You can’t rely on just food or accessories; each part of the business contributes to the whole.
What advice would you give independent retailers looking to expand or add new services?
Pay close attention to every detail, from stock levels to every expense. It requires long hours and dedication, but it’s rewarding if you love the industry. A hands-on approach is necessary, and there’s no substitute for putting in the work.
Can you walk us through a typical day for you and your team?
Our day starts early, sometimes with staff calling in sick, so there’s often some quick thinking around reassigning roles. By 9:30 a.m., stores open, and the team is busy preparing by sweeping outside, setting up dog bowls, and restocking food and toys. London’s peak hours tend to start around midday, so our schedule reflects that. During busy seasons like Christmas, we extend our hours to accommodate families coming in after school.
Is Pet Pavilion open seven days a week?
Yes, seven days has become the norm for us, especially in London. We do close three locations on Sundays during the off-season, but otherwise, our stores are always open. Our groomers also have flexible schedules to ensure we can meet demand while giving them the time off they need.
What sets Pet Pavilion apart from other pet retailers?
We operate as a niche business and take pride in being different from corporate chains. Many customers say our stores don’t smell like typical pet shops, and we ensure they’re always clean, tidy, and well-stocked. Our aim is to offer a unique, inviting environment that feels special.
How do you keep your standards consistent across all your stores?
We’ve been told we have high expectations, but that’s part of our success. It’s challenging to maintain these standards without constant oversight, but our managers and long-term staff are committed to upholding the quality our customers expect.
What’s your approach to sourcing new products?
We explore all the major pet expos and network extensively to discover new products. We also partner with smaller, local artisans who provide unique items that larger chains may not have. For example, one supplier crafts exclusive dog bowls for us in Italy, adding a distinctive, high-quality touch to our inventory.
Is there a shift in customer demand toward sustainable products?
Yes, definitely. Many customers are looking for sustainable options, especially in categories like poo bags and toys. As the cost of shipping from places like China rises, we’ve increased our sourcing from European manufacturers, which not only reduces the carbon footprint but also brings in high-quality, unique products.
How do you advise customers on the safe use of natural treats and toys?
Each shop has a chart to guide customers on the best products for different age groups and sizes of dogs. We encourage supervision, especially with toys, as no toy is truly indestructible. Our staff are well-trained to provide advice, which adds to the trust our customers have in us.
How do you stay connected with the local community?
We make a big effort to participate in local events. During the King’s Road Christmas lights ceremony, we offer tastings outside, and we take part in Chelsea Flower Show’s “Chelsea in Bloom.” In Wimbledon, we join in the annual tennis-themed window competition. Each store also supports nearby schools and churches. It’s all about creating a sense of belonging and engagement within the community.
As our Retailer of the Year, what advice would you offer independent operators facing the challenges of today’s market?
Be focused on every detail of income and expenditure. It’s harder than ever to manage stock and expenses, but if you’re committed, it’s a rewarding field. You have to be passionate and dedicated, and you need to put in the work.
Looking ahead, what’s next for Pet Pavilion? Do you plan to open more stores?
We’re open to expansion, but only if it’s the right fit. We generally take a few years to recoup investment costs before considering new locations. With the current economic climate, we’re cautious but optimistic. We’ll see what the next few years bring and adapt accordingly.
Listen to the full interview with Pet Pavilion’s Andrew and Jennifer Saville-Edells, where they discuss their journey to winning the 2024 PIF Retail Chain of the Year Award. Full interview available here
Dan Everett
Jo Abraham