Pet Den
A UK pet supplies marketplace with a membership, wallet and loyalty engine built in.
Featured Case StudyWhat we built.
Pet Den is a UK pet supplies marketplace we designed and built end to end. Customers shop food, treats, toys and essentials for dogs, cats, small pets and birds, filtered by brand, category, life stage, price and rating. The platform is built around retention: a DenPass membership that saves regulars up to 15%, Pet Den Points on every order, a wallet with non-expiring credit, vouchers, promo codes, gift cards and birthday treats for each pet on the account. Brands can also join as resellers, with 0% commission for the first three months.
- Multi-pet catalogue with brand and life-stage filters
- DenPass paid membership
- Pet Den Points loyalty rewards
- Wallet credit, gift cards and vouchers
- My Pets profiles, favourites and order tracking
- Reseller onboarding and dashboards
The outcome.
Real numbers from the live product, measured at launch and after 90 days.
Paid membership for regular customers.
Pet Den Points redeemable against future purchases.
For the first three months, to grow the catalogue.
UK brands, UK delivery, UK support.
Where founders got stuck.
Pet supplies is a repeat-purchase market dominated by big retailers, so Pet Den needed a reason for customers to come back, not just a cheaper checkout. That meant a membership, points, wallet credit, vouchers, gift cards and refunds all working on one ledger without double-counting, plus a reseller side so independent UK brands could sell through the platform, and an account area simple enough for everyday shoppers.
How we shipped it.
Curated catalogue
Shop organised by pet (dog, cat, small pet, bird), category and brand, with filters for product type, life stage, price band and customer rating, so customers find the right thing fast.
Retention by design
DenPass membership, Pet Den Points on every order, birthday treats, vouchers, promo codes and gift cards, all designed together so loyalty is part of the product, not an add-on.
Wallet and refunds
A customer wallet holding non-expiring store credit, with gift card and payment history, plus self-serve refunds and returns from the account area.
Open to resellers
A reseller programme with 0% commission for the first three months, so brands can list on Pet Den and the catalogue grows without the client buying stock.
Inside the product.
Built on what scales.
Production-grade tools we trust to run real businesses. Every layer transfers to you on launch.
Figma
Next.js
Node.js
MongoDB
StripeLet’s talk aboutwhat you need built.
Thirty minutes with a senior engineer. Bring the problem, the process around it, and we'll tell you how we'd scope the build.
No pitch, no pressure