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About Us

Family Run Business

We are now a dynamic online pet supplies retailer supplying all of the UK and over 96 countries globally. We cater for all your pet’s needs from the household cat and dog, to even your garden birds and squirrels. We supply basic dog food, to specialist medicines and veterinary diets. We are customer focused and driven to provide you with the consumer experience you deserve.

This is how we started, Our first Superpet store opened its doors in New Milton on a gloriously sunny day in 1983. With Tony heading up the family, all five of the children worked in the shop at some point, both after school and during the school holidays.

With the New Milton shop a success, the family business soon began to expand. In 1993 the Christchurch branch was opened, with Joe, the eldest son taking responsibility for the day to day running of the shop upon leaving school. From an early age Joe had displayed a real aptitude for the business and was keen to be involved and learn the ropes from Tony. With Joe’s business drive, keen attention to detail and knowledge, it was a natural progression for Joe to take on a Director’s role within Superpet.

As the business continued to grow, Daniel took over sole management of the New Milton store. Meanwhile Superpet stores opened in Southbourne, Boscombe and Winton, serving the local community around Bournemouth for many years.

Enter Matt and Damon, both who started working for Superpet as after school shop assistants. Over the years they both developed a sound understanding of the business and took on more permanent roles.  With their business acumen and knowledge Matt and Damon quickly identified the online business potential with Amazon and eBay. This was the start of Superpet Ltd – a dynamic online pet retailer. 

This new branch of the business has rapidly grown, faster and bigger than predicted.  A new headquarters was soon required, with the online side of the business being relocated in March 2017 to a new purchased warehouse unit. Both Matt and Damon were entrusted with new roles within the business, as Senior Sales Manager and Head of Sales respectively. With Joe now assuming the Managing Director and leading role of Superpet Ltd, his father Tony has now been able to take the backseat, being able to fully enjoy his well-deserved retirement.


As you can imagine we are incredibly passionate about animals here at Superpet and over the years have acquired quite a menagerie. The Christchurch shop has been home to Kermit and Miss Piggy – the toads, Simon the salamander and many cats, all of whom have enjoyed fabulous careers as chief testers. The New Milton shop has hosted Indie the Rottie, Director of stock taking and Rosie the Chilean Rose Tarantula, probably our most unusual resident however mostly very popular with the customers! With our eclectic mix of pets over the years and extensive experience in the pet industry, we have acquired an excellent knowledge and passion for animal well-being.

We are all incredibly proud to be part of Superpet and have worked hard to ensure the ethos of our business continues to focus on providing both you and your beloved animals – our valued customers –  with the best service we possibly can.