British pet owners are spending unprecedented amounts on luxury products and services for their animals, from cat hotels with personalised care to gourmet treats and dog massages. According to 2016 research by totallymoney.com, spending on pets reached £7.16bn in 2015, a 25% increase since 2010. American Express data shows UK dog owners alone now spend £10.64bn annually.
Abi Purser, founder of luxury cat hotel chain Longcroft, has seen demand boom since launching in 2010. Her franchise offers cats dedicated rooms with play areas, starting at £17 per day, with upgrades for larger suites and extras like “relaxing paw massage using the finest organic paw balm”. Purser notes that while some customers arrive in Porsches, others drive “clapped up old Fiestas” – the common thread is love for their pets.
For those with exotic or larger pets, Homesitters provides vetted individuals to stay in clients’ homes and care for animals. Managing director Alan Irvine reports 20% growth in the first quarter of this year, with customers increasingly including young professionals. Sitters often build long-term relationships with families, being requested repeatedly.
The luxury pet accessories market is also thriving. Amy Fleuriot, co-founder of Hiro and Wolf, which sells handmade dog collars and leads from its east London shop, says business has tripled since starting. The brand plans to expand into a lifestyle concept with a pet parlour, café, and dog-friendly hotel.
