PetFellas launches to support brand-led growth in UK pet market
The company plans to expand its portfolio over the next three years, including through new partnerships, own-brand manufacturing and acquisitions
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A new distribution business, the PetFellas, has launched in the UK to support emerging and challenger brands in the pet sector.
The venture, led by director Gerard O’Mahony, aims to offer what it calls a “brand-led” model of distribution designed to boost awareness and availability for smaller pet brands. It is backed by the FoodFellas, a long-established food importer and distributor serving the UK and Ireland foodservice market.
O’Mahony, who has more than six years’ experience in the pet industry, said the new platform would combine “passion for pets and professionalism in business” through a selective approach to brand partnerships.
He said: “We’re building something different, giving brands the platform they deserve and retailers the support they need. The PetFellas sets itself apart from the traditional wholesaler model, where we want to build brands, tell their story and focus on getting them into consumers’ hands through our retail partners.”
Graham Hillier, managing director of the FoodFellas, said the venture drew on the company’s experience in foodservice. He added: “This venture brings the same energy, innovation and partnership focus that have driven our success in foodservice, and we’re excited to help redefine how pet brands grow and thrive in the UK market.”
The PetFellas’ operational base includes a logistics hub and integrated digital platform for omnichannel distribution. It plans to introduce its first range of brands in the coming months, beginning with Earth Animal – a US-based producer of all-natural pet food, chews and wellness products – for which it will become exclusive UK distributor following a transition phase.
The PetFellas team includes pet industry specialists and more than 40 staff across marketing, supply chain and customer service. Alongside O’Mahony, Chris Simmons serves as head of pet.
The company plans to expand its portfolio over the next three years, including through new partnerships, own-brand manufacturing and acquisitions. It aims to establish a small number of long-term, non-competing brand relationships with both manufacturers and specialist pet retailers.
