John Lewis has pet lovers in its sights

The 253 piece range was introduced in response to the strength of customer demand, with 
“pets” one of the most searched-for terms on johnlewis.com.

According to Mintel, there are 16 million owners of cats and dogs in the UK.

John Lewis estimates the total pet market is worth £2.7bn with accessories worth £500m and it has grown 18 per cent over the last five years.

Despite the tough economic climate, 42 per cent of owners 
still spoil their pets, the shop 
said.

The department store also worked with Dogs Trust, the UK’s largest dog welfare charity, whose veterinary team and canine review panel, has given the range their seal of approval.

Paula Boyden, from Dogs Trust, says: “Our dogs put the products through their paces in a variety of pet environments from muddy gardens, long walks, river swimming and family games.

“After rigorous testing, the collection was deemed to be ‘chewed and approved’ by Dogs Trust dogs.”