Leading the feed business

Jollye’s dates back to 1935, when the company traded primarily in hay, straw and horse feed. The Queen’s racehorses are even said to have been fed on Jollye’s products.
The current managing director and sole shareholder in Jollye’s, Arthur McIntyre, joined the company in 1971. Under his direction, the company opened its first pet superstore in Enfield in 1990 – an almost revolutionary event in the pet trade, which still moved at a leisurely pace at that time.
An impressive facade and a large car park – the external impression offered by Jollye’s.
Jollye’s has since grown steadily in Great Britain and now has over 30 stores nationwide. It is thus one of the leading specialist chains in the UK. 10 years ago the company also expanded into Northern Ireland.
What distinguishes Jollye’s superstores is the broad, in-depth range of foods for all pets, including horses. The company has something to offer in the dry food sector in particular. The products are deliberately presented on heavy high-bay shelving reaching virtually up to the ceiling. In spite of this, wide aisles make shopping easy for the customers. Great importance is also attached to the clarity of the store layout, and so premium food for example is shelved at Jollye’s not only according to brands, but also according to life phases. The selection of pet food products is rounded off by a feed bar. The stores also stock a basic range of accessory products as well as feedstuffs.
The wide range of pet food products in the store is impressive.
Jollye’s places particular emphasis on competent professional advice and a friendly approach by all staff. The company maintains close contacts with its suppliers. “Without meaningfully formed customer and supplier relationships and the means and attitude to be of service – true service – we would undoubtedly struggle as retailers,” said marketing director Brian Raisborough recently in an interview with an English trade journal. Combining the wide range of a supermarket with the friendliness and commitment to service found in a corner shop is the aim to which Jollye’s aspires afresh every day. That isn’t expected to change in the future either. For Jollye’s, gaining new customers and increasing the revenue of its existing stores is more important than opening new stores. In spite of this, the company is not entirely averse to further expansion, albeit on condition that suitable locations are found for this.
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