The Petshop’s double milestones: digital rebranding transformation and express delivery

The Petshop has announced the completion of 2 business milestones, including rebranding the company’s online presence with domain migration and an express delivery service that aims to help the UAE’s largest omnichannel pet retailer in its journey to better meet consumer demands.

The CEO of The Petshop, Amr Hazem, revealed more about the operation to GlobalPETS. Under the rebranding, he says that the Dubai-based company “consolidated its various legacy brands such as Dubai Pet Food into The Petshop.” 

Hazem notes that the process has been a long-term goal to “rectify the mismatch between its online presence—which had legacy branding—while stores were branded as The Petshop.” The approach to unify the brands aimed to provide customer clarity. Meanwhile, the CEO adds they have simultaneously created “a platform to drive growth across the Middle East.”

In addition, the CEO explains that the retailer has since launched an express delivery service in Dubai, a guaranteed 3-hour service powered by The Petshop’s own logistics fleet.

The Petshop’s recent business moves were made to meet the demand of various social-economic trends within the UAE. There is a “growing expat population and notable demand for a same-day (or better) delivery. Both achievements are positively positioning the company for continued growth in the region,” Hazem told GlobalPETS.

Business development came after The Petshop was acquired by Aliph Fund I of Aliph Capital, a private equity firm, in November 2022. According to the CEO, the retailer is now a cornerstone of Aliph’s strategy to consolidate the fragmented pet retail market across the UAE and the Gulf Cooperation Council.

Digital over stores?

GlobalPETS asked if the retailer’s online business would take over its physical stores. Hazem eagerly expressed that The Petshop is motivated by continuing its strategy as a “successful omnichannel” company. 

Reinforcing his point, the CEO made it clear that there is no preference for online vs. in-store. The company wants to prioritize and increase both, even though the business notes that online sales contributed 57% of the sales mix. The company’s online sales have grown by 26% since January.

Hazem hints that the company has some upcoming “exciting plans to open additional stores in the very near future.” For now, their objective for the business is to combine “a growing and substantial brick-and-mortar presence with an even stronger online offering.” For Hazem, this strategy is “the most effective way to consolidate” the company’s “market-leading position in the UAE” and drive its growth across other Middle Eastern markets.