The SPAR Group is delivering tail-wagging goodness for South African pets and their parents with the launch of its new pet store franchise and buying network, Pet Storey.

The launch was celebrated with the conversion and opening of the largest pet store in Africa, and one of the largest in the Southern Hemisphere, situated in Boksburg. A store which was previously part of the Pet Masters network who operated stores nationwide.

“This is a bold move designed to keep pace with evolving consumer lifestyles and the humanisation trend with pet parenting, while creating new opportunities for new and existing entrepreneurs, suppliers, and an unrivalled experience for pets and their parents,” says Rob Philipson, SPAR Group Business Development Executive

With the launch of the first store in Boksburg today, the target is to roll out 25-30 stores nationwide by the end of the year and to have a minimum of 100 stores by the end of next year.

From gourmet treats, tasting stations, innovative treats, accessories and sustainable toys to grooming services and probiotic wellness ranges, the new pet store concept goes way beyond just pet nutrition. It’s about recognising that pets are no longer companions, they are an integral part of the family and should be treated as such — families are demanding more personalised, convenient, and innovative solutions to care for their pets, and we intend providing this.

“South Africans are now spending more time at home, rethinking how they live, and placing greater value on companionship. This new pet store brand is our way of adapting to those shifts, while anticipating where consumer trends, and specifically those of pet parenting, are headed next,” says Philipson. “We are delivering an immersive pet retail experience that is accessible, affordable, and inspiring — for pet lovers and more importantly, their pets.”

Adapting, Delivering, Unlocking Entrepreneurial Ecosystems

The launch reflects SPAR’s ability to adapt quickly to lifestyle trends, deliver consistently on value and quality, and anticipate the future of consumer retail. With pet ownership steadily increasing across income groups, the stores are designed to be flexible: from stand-alone outlets in urban hubs to integrated formats aligned with community shopping centres.

At its core, this store launch is part of the SPAR journey to unleash the power of existing SPAR entrepreneurs to own and operate their own pet stores, or for independent speciality pet store owners to convert their existing pet stores, under the SPAR banner. This creates:

• Retailer growth — A proven brand, training, and supply chain support.
• Supplier opportunity — A platform for local pet product manufacturers to scale nationally.
• Community benefit — Job creation, skills development, and reinvestment into local economies.

Keeping Pace with Evolving Consumer Needs

Pet Storey offers a curated range of quality pet products at affordable prices because caring for pets shouldn’t come at a premium. It has a range of pet products, many exclusive to Pet Storey, making quality pet care accessible for everyone.

Acknowledging that pets are in most cases treated like children, our world is designed like a toy store, essentially “Disneyfying” the pet store environment, focusing on the experience of owning and loving a pet and being able to share even more with them. Fun additions like tasting stations with nibbles, Bone Appetit Gourmet Deli’s, Pick n Mix treats and the Scrub A Dub Club parlour will compliment "Purrscriptions" and "Furrst-aid Stops" to help when pets need a little TLC.

The aim is to redefine pet care by offering tailored solutions for every fur baby. The brand is committed to pet wellness, education, and responsible ownership in the community.

Competitive Edge

“Pet Storey isn't just another pet store - it's a whole new world. While other pet stores tend to feel more clinical and scientific, we are aiming to create something entirely different. We want Pet Storey to stand out from the pack, to feel more like a whimsical wonderland than a retail space. Think of it as the toy store of the pet world: colourful, immersive, filled with personality and paw-sibility. Whilst pet nutrition is a primary focus, we will make it so much more. Shopping with your pet, and not for them, is a fundamentally different approach to pet retailing.”

“Just like children's eyes light up in a toy store, we want pets to ‘sniff and feel’ that same spark of joy, fun and curiosity when they walk through our doors,” says Philipson. That's why our site selection will almost exclusively include stores that have direct parking access to allow pets to shop with their parents and not be left home alone, as they are not allowed into internal mall environments.

Everything from the marketing tone of voice, point of sale, the colours used, to the in-store experience is designed to be warm, playful and full of character, acknowledging the sensory nature of pets – a space where every pet has a story and every story matters.

“As human beings, we are almost only as good as our pets. Our world is designed for them: playful, character-filled, full of care, surprise and storytelling. In our store, the pet is always right. We’re not just a pet store; we reflect what loving a pet truly feels like. I would like to welcome you to the family,” concludes Philipson.

The emergence of big chains into the speciality retail space has put existing independents under threat, with no way to protect what they have built over many years, until now. Existing independent pet store owners and SPAR store owners are invited to apply to join our pet care world and redefine pet care in South Africa. This also includes an opportunity for independents to be a being part of the buying network and be supported by the expertise and strength of The SPAR Group, who will manage and assist in the “purrfect” rollout and create a sustainable system for all in the supply chain, from manufacturer to consumer.

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