The brand unveiled a new brand identity that encompasses its other brands.

"Pets at Home hope the revamp of its brands under one new identity will ease customer confusion and help them understand the “breadth” of the services it offers." according to an article about the rebrand. "It would have been strange to expect “consumers to see us as one family” if the marketing teams weren’t organised in the same way." according to Madeline Shaw, the company's marketing director.

Pets at Home, founded in 1991, is a leading British pet supplies retailer offering a wide range of products, including food, toys, bedding, medication, and accessories. The company is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index. With 453 brick-and-mortar stores across the UK and an online store, Pets at Home has expanded its services to include grooming, veterinary care, and dog training.

The company's history features significant milestones, such as the acquisition of Petsmart UK in 1999, which added 140 stores to its portfolio. Pets at Home has changed ownership several times, with Bridgepoint Capital purchasing it for £230 million in 2004 and later selling it to Kohlberg Kravis Roberts (KKR) for approximately £955 million in 2010. In 2014, the company went public, and KKR sold its remaining 12.3% stake in Pets at Home in 2018.

Pets at Home operates 316 grooming salons and 441 veterinary practices, adopting a joint venture partnership model with veterinary professionals for its small animal practices. The company also owns Vets for Pets, a Guernsey-based veterinary business focusing on the treatment of small domestic animals.