The Lovely Gift Group's new pet keepsake brand, Oh So Precious, is now available through Pedigree Wholesale.

The new partnership will promote the group's new retail product range and expand their national distribution capability to independent pet stores.

Oh So Precious is a collection of innovative keepsake ideas and gifts for pet owners to celebrate their love for their pets, create cherished keepsakes or offer comfort when a pet has passed.

The initial range chosen by Pedigree includes a number of paw print kits, a fur keepsake bottle, clay paw print impression frame, photo frame, keyrings, wind chime and plant markers.

Helen Davies, Managing Director of the Lovely Gift Group said:

“We are thrilled with this exciting partnership. We have long admired the Pedigree reputation and sales reach across the UK market with some of the best known brands, so we are over the moon to now work with their team."

She added:

“This is more than just a new pet brand. For many retailers it will be a new category, in selling for the pet owner and not the pet, but it is most certainly a real and exciting opportunity for supplementary income from their regular customers who love to express their love for their pets.”

Melanie Malin, Head of Buying, Pedigree Wholesale, said,

“We are pleased to announce our new partnership with Oh So Precious. Their range of unique and innovative keepsakes fills a gap in the market within Specialist Pet, and we believe it offers our customers the opportunity to offer something different.”