Ask the Store - Hollibels - Pedigree Wholesale Ltd

We spoke to Samantha from Hollibels in Suffolk

Tell us about your store and team?

The idea for Hollibels started in 2017. At that time we had two spaniels called Holly and Bella, and over many evenings , we came up with the name Hollibels. Our shop is based in the the beautiful mediaeval village of Lavenham, Suffolk, and we are lucky enough to have a brilliant team consisting of Lisa, Phil, Daisy and Heather.

Everyone on the team has additional skills, such as sewing, creative design, photography, and graphic design, which means that not only are we here to serve our customers and give advice, but we can also spend time designing the next Hollibels product, which is such a wonderful feeling. Everyone loves being involved from the start of the creative process to the end product being sold to the customer.

How did you get started in the pet industry?

I have always cooked my dogs' meals, and in 2017, I started to look more carefully at the treats we were giving them and was horrified to find the ingredients that I didn't recognise. I thought it seemed crazy that I was concerned about their food at mealtimes but hadn't thought about their treats, so I decided to start making them. I began dehydrating venison liver for them, and this quickly expanded, moving into our first shop in early 2022. We now offer our own range of collars, leads, beds, dog accessories and, of course, a large range of our own 100% natural, preservative-free treats.

Do you have any pets?

I have a 10-month-old Cocker Spaniel named Martha, who is an absolutely delightful dog, if a bit of a handful. She loves coming into the shop with me to meet the two-legged and four-legged customers, plus occasionally, a treat manages to fall into her mouth!

How do you stand out from the crowd?

We take great care to ensure that we are producing quality products, and we are really proud to support British manufacturing. If a product has a Hollibels name attached to it, we want to know that the product has been made in the UK either by us or by a British manufacturer. We want our products to look good in any home and be made to last, so we can reduce wastage and cut down on air miles. We like to talk to our customers to understand their needs, so we can give the best advice, and are also able to custom-make products to size if required.

What do you recommend to your customers?

We place great importance on understanding every dog's requirements so we can give informed guidance on our treats, collars, leads and beds. We want happy customers, both two-legged and four-legged!

Consistency is key - provide regular training, a balanced diet, daily exercise and stimulation to keep your dog healthy and happy.

What is the most frequently asked question from your customers?

Are your treats grain-free? All our meat and fish treats are grain-free, which makes them really popular.

What are the biggest challenges for your business?

Keeping on top of technology and the ever-changing world of social media.

Tell us your best (family-friendly) animal joke?

What do you call a dog magician?

A labracadabrador!

What's your best selling product?

We sell a lot of treats from grain-free dehydrated duck to fish, chips and mushy peas biscuit bones.

What do you think is the best new product this year?

We really like the Earth Animal No-Hide rawhide-free Stix, a delicious, long-lasting treat, but made from a base of rice flour, organic eggs and olive oil.

What trends are you seeing come through?

Our customers are looking for quality products and love that our products are all made in the UK, and have a story behind them.

Shop Earth Animal Stix

Earth Animal No Hide Salmon Dog Stix 10pk 45g

SKU: 261912 Packsize: Single

RRP £8.99

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Earth Animal No Hide Beef Dog Stix 10pk 45g

SKU: 261906 Packsize: Single

RRP £8.99

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Earth Animal No Hide Chicken Dog Stix 10pk 45g

SKU: 261900 Packsize: Single

RRP £8.99

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Earth Animal No Hide Peanut Butter Dog Stix 10pk 45g

SKU: 263981 Packsize: Single

RRP £8.99

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Earth Animal No Hide Venison Dog Stix 10pk 45g

SKU: 265365 Packsize: Single

RRP £8.99

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Published on 6th Aug 2025

#ask-the-store