Brighton's Play9 partners with Just For Pets as national retail expansion continues

Canine wellness brand Play9 is continuing its expansion across the UK pet retail sector after securing a national listing with specialist retailer Just For Pets, bringing its award-winning enrichment toy, The Roolo®, to even more pooch parents nationwide.

The partnership will see The Roolo® stocked across Just For Pets stores and online, introducing the innovative treat-dispensing toy to customers of a retailer renowned for its knowledgeable teams, personal service and carefully curated range of products focused on pet health and wellbeing.

The partnership adds another recognised name to Play9's growing retail portfolio, following its first national listing with Pets Corner in 2023 and a subsequent listing with Jollyes earlier this year. Together, these partnerships mark the continued evolution of the Brighton-based business, taking The Roolo® from an emerging product to an increasingly familiar name on pet retail shelves across the UK.

With its emphasis on helping people make informed choices for their furry friends, Just For Pets provides a natural fit for Play9's enrichment-led approach to canine wellness. The retailer's commitment to supporting smaller British businesses through its Best of British Pledge also reflects a shared appreciation for emerging brands bringing something different to the pet industry.

Since its launch, Play9 has evolved from a business built around a single innovative product into a growing canine wellness brand with ambitions extending well beyond the UK. Alongside The Roolo®, the company has introduced Tuki's® Treats, its range of premium natural dog treats, and launched The Roolo® Mini, bringing the same enrichment-led concept to a more compact design. International expansion into the US and Europe is also underway as the business explores new markets and opportunities, including a listing in Walmart.

At the heart of Play9's growth remains The Roolo®, the distinctive treat-dispensing toy designed to turn everyday feeding and playtime into an engaging enrichment experience. Its unique shape creates unpredictable movement, encouraging dogs to chase, forage and problem-solve as they work to release their favourite treats or dry food. Combining mental stimulation with physical activity, it offers a rewarding way for dogs to exercise natural instincts while keeping play varied and engaging.

“We're absolutely over-the-moon to be working with Just For Pets,” said John Allard of Play9. “One of the things we love about the business is its genuine passion for pets and the knowledge and advice its teams bring to the customer experience. We believe enrichment should be an important part of every doggo's routine, and having The Roolo® available through retailers who share that commitment to pet wellbeing is AWESOME! We're on a mission to help as many dogs as possible, and partnerships like this are a huge part of making that happen. We can't wait to introduce The Roolo® to even more pooches and their poochy-parents!”

As awareness of canine enrichment continues to grow, Play9 remains focused on developing products that encourage dogs to think, explore and play. With an expanding product portfolio, an established network of national retail partners and growing international ambitions, the company is building on its momentum in pursuit of its founding mission: shaping the future of canine health and wellness.

For more information, please visit: www.play9.co.uk