Pets at Home is to raise its brand profile with the launch of its first ad campaign next year, as chief executive Matt Davies gears the business up for a float.

Davies believes a flotation would enhance the company’s profile and wide share ownership would bring business benefits. He said ad campaigns, which could include TV, would help propel the business to the next stage.

“In the past, we have shied away from marketing, but this is a huge opportunity for us. We’ve appointed an ad agency and marketing director [Gillian Buttree] to work with us,” he said.

A£600 million float of Pets at Home, which was bought by private equity firm Bridgepoint in 2004, is expected to take place by the middle of next year. Davies said: “We have benefited from private equity, but it’s what’s right going forward. It is a good business, irrespective of who owns it.”

Pets at Home, which has 209 UK stores, wants to increase its portfolio by 20 stores a year. It is also expanding its Australian operation. It opened in Melbourne three years ago and a further three stores are planned to launch there next year. Davies said the pet market in Australia is very strong and, while he would not rule out launching into other markets, he maintained the core focus at present is on the UK.

Pets at Home has also been refurbishing its UK stores. It is spending about£350,000 a store and completed its seventh last week. Davies said sales at the refurbished stores have been “rocketing”. In Romford, for example, like-for-likes have soared 20 per cent since its facelift last October.

The retailer is also rolling out its in-store vet centres. It operates eight at present and will open 40 next year.

Pets at Home will also launch a transactional web site in the next few months, which will sell pet accessories and food.

Further product ranges are also planned, including its first own-brand, high-end range of accessories, which will feature products like leads and bedding.

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