Pet Lovers Centre Express has opened its first supermarket store-in-store inside VivoCity’s FairPrice supermarket.

Under the brand Pet Lovers Centre, the 100sqft space does not carry the full range of what can be found in a typical PLC store, focusing instead on the best-selling items. Brands include Fish4Dogs, Fish4Cats, Burp!, Trustie Applaws, 1st Choice, Little Big Paw, and Biogance.

The concept was created to make it more convenient for pet owners to top up their pet care essentials while doing their grocery shopping, rather than making a special trip to a standalone store.

Subsequent outlets may differ in size depending on the size of the host FairPrice supermarket.

Products cater to dogs, cats, and small animals, comprising dried food, canned food, treats, accessories, and toiletries.

“A fundamental value proposition of Pet Lovers Centre is convenience and accessibility to great pet care products and services, including products which we carry exclusively,” says Christine Tan, marketing head at Pet Lovers Centre.

“Pet Lovers Centre Express not only provides this added accessibility and convenience, but is also able to give supermarket shoppers in Singapore an unprecedented range and quality of pet care products.”

Founded in 1973, Pet Lovers Centre has more than 100 stores in Singapore, Malaysia, Thailand, Brunei and Vietnam.