Direct Pets has been named Pet Shop of the Year at the North East 2026 Local Awards, recognising an independent, family-owned pet retailer that has become a trusted part of the local pet-owning community across Northumberland and the wider North East. Founded in 2010 by husband-and-wife team Tom and Jen Woodcock, Direct Pets was created to help pet owners access expert advice, quality products and personal service under one roof. Over the years, the business has grown, but its values have remained the same: treat every customer like a neighbour, take time to help and always do what is right for the pet. For the Direct Pets team, this award is a proud and emotional achievement. Because it was decided entirely by public vote, the win reflects the trust, loyalty and support of customers who have chosen Direct Pets for their pets through every stage of life, from puppyhood and kittenhood through to their senior years.

An Independent Pet Shop Built Around Pets and People

Direct Pets is an independent family-owned pet retailer with a simple purpose: helping owners give their pets the best possible lives. The business supports pet owners across Northumberland and the North East with quality products, expert advice, community events and long-standing customer relationships. Pet ownership is deeply personal. People do not just want to buy food, treats, toys or accessories. They want to know they are making the right choices for an animal that is part of their family. Direct Pets understands that, which is why the team takes time to listen, ask questions and offer advice based on each pet’s needs. That personal approach has helped Direct Pets become much more than a shop. For many customers, it is a place they can return to for reassurance, guidance and friendly support. Whether someone is bringing home their first puppy, managing a dog’s nutrition, finding the right harness or looking for advice as a pet gets older, Direct Pets offers the kind of care and experience that builds trust over time.

Founded by Tom and Jen Woodcock

Direct Pets was founded in 2010 by husband-and-wife team Tom and Jen Woodcock. Having previously worked in specialist pet sectors, they wanted to create a business that could support all pet owners under one roof while offering the kind of personal service and expert advice that is often missing from larger retailers. From the beginning, the business was shaped by a clear belief that customers and pets should come first. Tom and Jen did not set out simply to sell products. They wanted to create a pet shop where people could receive knowledgeable support, where questions were welcomed and where every customer felt valued. Sixteen years later, those values still sit at the heart of Direct Pets. The fact that some team members who joined in the early years, including Julia and Lisa, are still with the business today says a great deal about the culture that has been created. Long-standing staff help build consistency, familiarity and trust, both within the team and with customers who return year after year.

More Than Just a Place to Buy Pet Products

What makes Direct Pets different is the relationship the team builds with customers. The business does not simply sell pet products and send people on their way. It takes time to understand each pet and help owners find the right solution for their situation. That might mean choosing the right food, managing a health concern, fitting a harness properly or preparing for a new puppy. These decisions can feel overwhelming, especially for first-time pet owners or families dealing with a new challenge. Direct Pets helps by offering practical, friendly and informed advice in store. The team genuinely cares about the pets and people it serves, and that care can be seen in everything from free puppy socials and community events to everyday conversations with customers. Many customers have shopped with Direct Pets for years, allowing the team to become part of their pets’ lives across different stages. That continuity is special. It means the team may meet a dog as a puppy and continue supporting the family as that dog becomes a much-loved senior companion.

Winning Pet Shop of the Year Through Public Vote

Winning Pet Shop of the Year for the North East is Direct Pets’ biggest achievement so far. What makes the recognition especially meaningful is that it was decided entirely by public vote, making it a direct reflection of customer support. For an independent family business, this kind of recognition means a huge amount. Direct Pets operates in a competitive market, alongside national chains, online retailers and other well-established pet stores. To receive such strong public support shows that customers value the personal service, expert advice and community atmosphere the business provides. The award reinforces that the relationships built with customers and their pets truly matter. In a world where many pet products can be bought quickly online, customers continue to choose Direct Pets because of the people behind the business. They value being able to ask questions, receive honest guidance and feel confident that the team cares about their pets as individuals.

Adapting During the COVID-19 Pandemic

Like many independent businesses, the COVID-19 pandemic presented one of the biggest challenges Direct Pets has ever faced. Almost overnight, pet owners needed support in completely different ways, and the business had to adapt quickly to continue serving customers and caring for their pets. Rather than stepping back, the team stepped up. Direct Pets introduced local deliveries, found new ways to stay connected with customers and worked hard to make sure people could still access the food, supplies and advice they needed. For many pet owners, that support was essential. Pets still needed feeding, caring for and reassuring, even while daily life was being disrupted. The experience reinforced something that remains true today: when customers need Direct Pets, the team will do everything it can to help. The loyalty and support received in return helped strengthen the business and its connection with the local community. It was a challenging period, but it also showed the resilience, flexibility and care at the heart of the company.

Everyday Moments That Make the Team Proud

There is not one single moment that stands above the rest for Direct Pets. What makes the team most proud is seeing the difference they make to pets and owners every day. Those moments may be small from the outside, but they can mean everything to the customer involved. Over the years, the team has helped new puppy owners gain confidence, supported customers through health and nutrition challenges, and been there for families during some of the most difficult moments of a pet’s life. That final part is especially important. Pets are family, and when they become unwell, elderly or approach the end of life, owners need compassion as much as advice. Some of the pets Direct Pets first met as puppies are now senior dogs, and the team has been privileged to be part of that journey. Hearing customers say that advice, support or simply taking time to listen has made a real difference is something the business never takes for granted. These experiences are a powerful reminder of why the team does what it does.

Creating a Community for Pet Owners

Supporting the local community has always been a core part of Direct Pets. Throughout the year, the business organises and supports events that bring pet owners together, including puppy social sessions, charity dog walks, pet-focused community events and fundraising activities for local animal charities. These events create connection. Pet ownership can be joyful, but it can also bring questions, challenges and moments of uncertainty. Community events give owners a chance to learn, meet others and feel supported. They also help pets socialise, build confidence and enjoy positive experiences in a safe environment. Direct Pets also provides free advice and services that customers rely on, including puppy guidance, nutrition advice, harness fitting and pet weighing. These forms of support show that the business is more than a retailer. It is a place where people can come for guidance, reassurance and practical help. That community role is one of the reasons customers feel such loyalty towards Direct Pets.

Serving Neighbours, Friends and Fellow Pet Owners

Being part of the local community matters deeply to Direct Pets because the business is not just serving customers. It is serving neighbours, friends and fellow pet owners. Many people who visit have been shopping with the business for years, and the team has had the privilege of watching their pets grow from puppies and kittens into beloved family companions. That long-term connection gives the business a special place in customers’ lives. Pet owners return not only because they need products, but because they trust the people behind the counter. They know the team remembers them, understands their pet and cares enough to offer thoughtful advice. As an independent family business, Direct Pets believes local businesses have a responsibility to contribute to the communities they serve. The support received from local people has helped the company grow, and the team believes it is important to give that support back by being present, accessible and actively involved in community life.

A Puppy Social That Changed Everything

One story that will always stay with the Direct Pets team happened at one of its Puppy Social sessions. A customer arrived in tears because her young dog would not socialise outside of the household’s other dogs. It had become a real source of stress and worry for the whole family. The team spent time working with both the owner and the dog in a safe, supportive environment. Within around twenty minutes, the dog was confidently interacting with other puppies and people. The change was remarkable. By the end of the session, both the owner and a Direct Pets team member were in tears because they could see how much it meant. That moment was not about selling a product or making a sale. It was about giving a family confidence, helping a dog thrive and seeing first-hand the difference the right support can make. Stories like this show exactly why Direct Pets is so valued. The team’s knowledge, patience and care can transform an anxious situation into a positive breakthrough.

A Delighted and Overwhelmed Reaction

When Direct Pets found out it had won Pet Shop of the Year, the team was absolutely delighted. Like many independent businesses, they work hard every day and often move straight on to the next challenge without stopping to reflect on what they have achieved. What made the award so special was knowing it had been decided entirely by public vote. The fact that so many customers took the time to support the business meant a huge amount to both the family and the team. It was a proud, grateful and emotional moment. Awards like this are especially meaningful because they come from real customer experiences. People voted because they value the service, advice and care Direct Pets provides. For the team, the support was honestly a little overwhelming, but in the best possible way. It confirmed that the effort they put in every day is noticed and appreciated.

What Winning Pet Shop of the Year Means

Winning this award means a great deal to the entire Direct Pets team because it recognises the hard work, care and dedication they bring to the business every day. Every role matters, whether someone is helping a first-time puppy owner, solving a nutrition problem, unloading deliveries, organising community events or simply taking time to have a conversation with a customer. For Direct Pets, the award is not just recognition for the business. It is recognition for the people behind it. The team is what makes the shop feel welcoming, knowledgeable and trusted. Their care for pets and owners shapes the customer experience and helps build the relationships that keep people coming back. Knowing customers chose to vote for Direct Pets is a powerful reminder that everyday effort matters. It shows that customers value not only the products on the shelves, but also the knowledge, kindness and genuine care offered by the people in store. That recognition means more than any trophy ever could.

Recognition Built on Long-Term Trust

Direct Pets believes this award reflects the trust and relationships built with customers over many years. In a world where people can buy pet products almost anywhere, the business is incredibly grateful that so many customers continue to choose and support an independent local retailer. Many customers have been with Direct Pets for years, and the team has had the privilege of supporting them through multiple generations of pets. That kind of loyalty is incredibly meaningful. It shows that customers value the advice, service and personal connection they receive, not just the convenience of buying products. The fact that customers took the time to vote tells Direct Pets that they appreciate the genuine care behind the business. This award is a reminder that personal service, expert advice and real relationships still matter. For an independent pet shop, that message is powerful and deeply encouraging.

Growing the Direct Pets Community

Looking ahead, Direct Pets is excited to continue growing the community around the business. Over the coming years, the team plans to expand its programme of Puppy Socials, pet events and educational support, helping even more owners feel confident and connected. The business also plans to continue investing in its team so it can provide the best possible advice and service to pet owners across the North East. That investment is important because customers rely on Direct Pets for more than products. They rely on knowledge, experience and support they can trust. Most importantly, Direct Pets wants to keep improving while staying true to the values that got it here. Pets, customers and local communities will remain at the centre of every decision. Growth will not mean losing the family feel or personal approach. It will mean finding new ways to support more pets and people with the same care that has defined the business since 2010.

Thanking Customers, Team and Community

Direct Pets would like to thank its customers first and foremost. Because the award was decided by public vote, every single vote represented someone taking the time to show support for the business, and the team is incredibly grateful. The business also thanks its fantastic team, whose hard work, knowledge and dedication make Direct Pets what it is. Special recognition goes to long-standing team members including Julia and Lisa, who have been part of the Direct Pets journey for more than 16 years. Their loyalty, care and commitment have helped shape the business and its relationships with customers. Finally, Direct Pets thanks its families and the wider local community for their continued support over the years. This award belongs to everyone who has been part of the journey. To every customer who voted, recommended the business, visited the shop, joined an event or trusted Direct Pets with advice about a beloved animal: thank you. As a family-owned independent business, Direct Pets never takes that support for granted. This award belongs as much to customers as it does to the team, and the business looks forward to continuing to serve the pets and people of the North East for many years to come.