Published on 20th Jun 2025
Burns Adult Original Chicken and Brown Rice 2kg
SKU: 1702
Packsize: Single
RRP
£14.99
We spoke to Jo from Nelly's Pet Supplies & Plants
Tell us about your store and team?
We are a well-established pet supplies shop on a busy high street on the boundary of Hove. I bought the shop in October 2021 and fortunately inherited the two brilliant staff members who have worked there for over 20 years, so they knew it inside out. We were thankful to keep all the regular customers whilst things were changing in store and behind the scenes. I've modernised all aspects of the shop from the look inside and out, to having an online presence with a new website and active social media, but most importantly by clearing out the old, slower-selling stock and introducing exciting new brands.
I introduced plants and house plants pretty soon after taking over, and these have been a very successful addition. The plants are also great for kerb appeal. About a year ago, I decided to change the name from Paws & Claws to Nelly's Pet Supplies & Plants (named after my Cocker Spaniel) to give the shop a more unique and personal feel, and to be more fitting with the shop's new boutique look.
How did you get started in the pet industry?
I have worked most of my life in retail, starting in record shops and lately at a local garden centre where I took on buying responsibility and management. I saw my local pet shop, Paws & Claws, was for sale, and at the time I was looking for a new challenge - and here I am 3 years later.
Do you have any pets?
I have grown up with pets my whole life, and now I have Nelly, my old lady Cocker Spaniel and the shop's namesake. Katie, our full-time member of staff, has Dusty the Labrador, Dolly the Labradoodle and Rosie the Ragamuffin. Karen, who works with us part-time, has Sukie the naughty tortie.
How do you stand out from the crowd?
We have worked hard to create a best-selling range of our own-brand dog and cat food. Our Nelly's food comes in a variety of sizes and ranges suitable for kittens and puppies to seniors. All these Nelly's ranges are prepared with a nutritious, high protein content, and our Grain Free range has been formulated with sweet potato for those with grain intolerance. It is competitively priced, and we recently introduced a loyalty scheme that our customers love, where they receive every 10th bag free.
What do you feed your pets?
Nelly's own brand, Burns, Scrumbles, Applaws cat food and dry Edgar & Cooper cat food.
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Applaws Cat Pouch Tuna Fillet and Seabream 70g
SKU: 262818
Packsize: Cse 12
RRP
£1.25
Scrumbles Dry Cat Food Adult Chicken 750g
SKU: 267688
Packsize: Single
RRP
£9.00
We love to give a little treat to the furry friends that visit us. We often hear that when out walking, dogs pull their owners into our shop as they know they will get a little snack (and the customers often buy something too!)
What is the most frequently asked question from your customers?
We often get asked to suggest products to relieve itchy skin. We suggest food rich in oils like our grain-free salmon & trout, as beef and chicken tend to be the things to avoid. We are also frequently asked if we have "indestructible toys", so we always make sure to keep stock of the most hard-wearing balls and toys.
What are the biggest challenges for your business?
Undoubtedly, the biggest challenge for us, like so many small businesses, is to keep customers coming through the door rather than shopping for their pet supplies in the local Aldi or Tesco, or buying online from the large companies that don't specialise in pet supplies. With all the modernisation we have done over the last 3 years, as well as the updated branding and product changes, we have created a welcoming, friendly local shop that customers enjoy spending time in. We know this is appreciated by our local residents who look to support their high street and it's brilliant for independent businesses.
Tell us your best (family friendly) joke?
What did the duck say when he bought lipstick?
Put it on my bill!
What's your best selling product?
Our Nelly's dog and cat food is a firm favourite. Our pick 'n' mix dog treats are always a winner, including pizzles, beef flatties, camel skin rolls and Mak's Patch veggie treats.
What do you think is the best new product of the year?
For us, the camel skin roll has flown out - we can't keep up with the demand. It has been so successful as it's long-lasting and economical, we suggest it as a rawhide alternative. Little One pet food was really successful for us last year. The branding is great, and customers love it. It has given our small pets area a huge boost!
Build your own Pick 'n' Mix
Doodles Deli Air Dried Beef headskin 50cm 1kg
SKU: 266904
Packsize: Single
RRP
£20.99
Doodles Deli Air Dried Gourmet Venison Meaty Strips 1kg
SKU: 272368
Packsize: Single
RRP
£19.99