Shop talk grovely pet supplies all hands on deck , Pet Shop Talk from Pet Business World UK

Workforce developing is a strong part of the ethic at Hampshire retailer Grovely Pet Materials, wherever the aspiration is to assistance the unbiased sector further more by means of networking occasions and a specialised wholesale small business

Shop talk grovely pet supplies all hands on deck , Pet Shop Talk from Pet Business World UK

Liz Chislett-Milne and Dave Chislett with the Alton keep workforce Kat, Clareece and Bella

Grovely Pet Materials celebrates its tenth anniversary this month but for director Liz Chislett-Milne, the link with animals goes again substantially even more than that. 

Her grandmother made use of to glance following the Kennedy family’s pets when they frequented the British isles, and she can trace forebears functioning with canines all the way back to the 16th century.


Inspite of these auspicious bloodlines, until eventually 11 many years ago Liz was functioning in the shipbuilding industry ahead of she established out on a new route, initially doing the job to rehouse rescued Labradors. 

From there her journey led in a natural way into offering dog treats and coats, at very first in farmer’s markets from the again of an previous Landrover, working with the domestic garage for storage, prior to determining to go to the subsequent degree and open up a store.

She discovered a web site in Alton, Hampshire, and Liz’s spouse Dave Chisnell left his occupation in the navy to enable operate the business, joined shortly later on by head of functions Susannah Marshall.


Brachen and Mindi

Word of mouth grew, and by 2017 they were on the hunt for a 2nd retail store. The staff sooner or later took on a new internet site in Brockenhurst, fitting it out by themselves.

“It was seriously occupied straight absent – we were providing lots of inventory just before we had thoroughly completed the premises,” Liz remembers.


Through this interval, Liz had been researching nutrition and was worried by the health and fitness challenges of pet dogs she would see in the stores and at the sector.

“Our family members hounds grew up feeding on knackers and bone broth and they by no means had any sicknesses,” she states. “I would see shoppers in the market place with clearly unwell canine and check out to offer them guidance on feeding. I was generally thinking, how can I assistance educate folks?”


About the 10 years, the Grovely group have helped hundreds of animals get well from ailments and conditions, from time to time even diagnosing points that vets in their home town have missed. A large amount of shoppers at the Brockenhurst shop are readers to the space, remaining at just one of the several pet-pleasant campsites in the New Forest, and frequently return a yr later on to thank the group for the tips.

Store staff at the company’s 3 shops are all diploma or diploma-properly trained nutritionists, paid out previously mentioned the Countrywide Residing Wage.

“We seriously concentration the workforce on nutrition,” states Liz. “We only inventory substantial-close solutions, with all-normal ingredients and we know that every thing on our shelves is a terrific merchandise.” 


She proceeds: “We continuously monitor the goods on the market place for recipe variations, or the introduction of new buyers which could improve the elements or the ethics of the small business. We always stay clear of weak claims, and concealed nasties these as gluten, sugar and salt.

“We know that overall health enhances with much better feeding. You might pay additional for the product or service, but you do not need to feed as much. And you really do not spend so significantly on vets charges, either.”


The ethos of the business is evidenced by the most recent retail store, in Alton city centre.

Previous 12 months the landlord of the authentic store preferred further area, so Grovely moved from an industrial device on edge of the city to a pedestrian precinct. The device had been empty for three decades formerly, but the location suited the firms preferably.

“The emphasis is various,” clarifies Liz. “Out of town, individuals have to drive and you have to have a big established-up, while in the town centre it is substantially a lot more about personalized services and information.


“We get excellent footfall from the Put up Place of work subsequent door, and Alton is a very pet-helpful city anyway. We even produce some orders to the pub at the top of the precinct. Some of our male customers like to choose their pet for a stroll and decide on up their food there!”

The store has a heat, rustic experience. Dave and the workforce are still putting finishing touches to it, but some of the pipework and lighting tracks are intentionally remaining left uncovered for impact.

Dogs are usually welcomed, and there is a great deal of room for them to shift about in the 2,000sq ft unit. There is also ample area for a selection of goods for cats and little animals.



The business runs a loyalty plan working with the customer’s identify and their dog’s identify as the ID indicators. Consumers receive a 1p credit history for each £1 put in and it is all preserved on the epos system so there are no cards to keep in mind and no stamps to obtain.

The company’s on line small business is also run out of Alton, from in which it can produce to the whole place. This is notably useful for holidaymakers who have visited Brockenhurst, have found their pet’s overall health boost and want the very same foods when they get property.

“What issues most to us, is the greatest high quality of products and solutions and the guidance we give,” states Liz. “We like to do the job with particular companies – kinds we can get close to, with ethics and principles, and grain-totally free and sugar-no cost recipes. When we uncover a merchandise of the ideal high quality we genuinely get driving it.”


This philosophy has been set into observe with the German model Dr Clauders.

“We have been providing it for 10 yrs, it is right meat for canines,” says Liz. 

“As an indie, even so, often you obtain that you have finished a good deal of legwork to create a brand name and abruptly it is on Amazon promoting for significantly less than you can acquire it for. So we approached Dr Clauders and said we think we can acquire this into heaps of impartial merchants, so can we function with you as a distributor?”


The remedy was certainly, and that choice led Liz and Dave to start off their possess wholesale organization, Victory Pet Products and solutions – a nod to their company in the Royal Navy.

For Victory, they have joined forces with Graham Holford of Satellite Pet Goods, applying some of the company’s warehouse room in Southampton.


The operation specialises in exceptional, pure merchandise – “ones that you wont obtain for sale on Amazon or Facebook” – both residence-developed and imported from overseas.

The warehouse is now totally stocked and Victory is servicing 5 unbiased suppliers, in addition the three Gravely kinds.

“The subsequent phase is going out on the street to chat to suppliers and groomers,” says Liz. “We are wanting for normal pet retailers who are in search of exceptional solutions that will not only feed extremely nicely, but will also give them a solution that can only be bought from them. What we’ve learned as a retailer, we can choose into the new small business undertaking and we delight in conference other like-minded pet shops.”


Even further connections are remaining founded with quarterly ‘fizz nights’ in which a network of community pet-connected corporations this sort of as vets, groomers, walkers and trainers are invited for a comfortable accumulating about a glass. 

“We want to say thank you for the assist in sending us company, and vice-versa,” describes Liz. 

“They begin to variety bonds and assist each other, and that is received to be a very good matter.


“Right now is the finest chance for the unbiased sector to get together and have anything of a rebirth,” she continues. “As indies we are not a threat to every other, collectively we can build anything greater and stronger.”

Factors are finding far better for Gravely as well, as the Winchester retailer, opened in 2019, is currently outgrowing its premises and the crew are wanting to extend further with two additional merchants and the feasible addition of a grooming parlour.


The business enterprise has also signed the Armed Forces Covenant, offering a 5% lower price for veterans, and supports several veterans’ charities such as Hounds for Heroes.

“The reason why we are so passionate is because we served,” Liz clarifies. “You develop into a distinctive individual – you sort solid teams and see the price of functioning that way.

“We are very proud of our Graveley loved ones and we want to do the similar with Victory, for it to turn into a help level for like-minded merchants. We want to mature Victory by operating with independent firms, to construct a solid crew.”