A PET store chain has unveiled a £1million rebrand strategy just eight months after facing administration.

Just for Pets, which has stores in Worcester, Droitwich, Malvern and Evesham, has been working closely with customers to gather research and conduct testing.

The franchise filed a notice to appoint administrators last September, but its future was secured in a deal brokered the following month with PSR Trading Limited to buy them out.

Newly formed at the time, PSR is a sister company to the established pet sector business Pedigree Wholesale, which saved 10 jobs at the Shrub Hill Retail Park branch in Worcester.

Just for Pets also has branches at Three Counties Retail Park in Malvern and Queen Street in Droitwich.

The brand’s refreshed market approach and new visual identity was unveiled for the first time on Saturday (June 2) at its flagship store in Coventry.

It will be rolled out in a phased approach across 15 stores, with launch events at each.

Steve Brown, managing director at the pet shop chain, said: “The Just for Pets proposition has always put passion for pets at the heart of our business.

“At a time when many other well-loved retailers are closing, we have chosen to invest in our high street offer to create an exciting, engaging, and evolving experience that gives our customers great products, service and advice that will enhance the wellbeing of pets and their owners.”

The rebrand will also see the roll out of a suite of new visuals, including a dedicated palette of colours to enhance the shopping experience and provide customers with easy navigation through store.

There will be a refreshed logo and even the introduction of a family of illustrated characters, Doodle the Dog, Bonnie the Bird, Rascal the Rabbit and friends.

Mr Brown added: “Our staff can’t wait for our customers in Worcestershire to come and experience our store.

“Even if the sign above the door hasn’t changed just yet, a lot has changed inside with new products and ranges, even greater levels of staff expertise and much more and so make sure to visit soon.”