PetsPyjamas website launch brings a touch of animal magic to help pet owners’ purchases, an inspirational and informative lifestyle website featuring the very best in fashion and features for animal lovers, launches today (22 November 2011).

Designed to make shopping for your pet simple and fun, the site’s products are hand-picked by a team of stylists for their design, quality and quirkiness. (NB: the site doesn’t sell pyjamas for pets.)

PetsPyjamas also connects real pet-owning communities through local service listings and networks in My Pet Neighbourhood. Finding everything you need for your pet, from pet sitters to vets to dog-friendly hotels, has never been easier.

Uniquely, the website allows users to search by breed as well as by animal to easily find what suits their particular pet without wading through thousands of items. Hundreds of complete “looks” have been put together by the site’s in-house stylists.

As well as simple search and buy, PetsPyjamas users can register their own and their animal’s tastes and preferences in their Pet Profile to create a truly personalised experience. Registered users will receive regular recommendations on the perfect items for their particular pet and breed.

Pet owners will also be able to create wish lists, and gift lists for friends and family.

At the heart of PetsPyjamas are glossy-magazine-quality articles including interviews with celebrity pet owners, fashion features, the latest news in the domesticated animal kingdom, professional advice on pet care, and more.

The site’s Norfolk Terrier mascot, Rufus, will report regularly through his blog from fashion shows and animal events to give a pet’s perspective on the world. is backed by a team of highly successful entrepreneurs including Karen Hanton MBE and Denise Elphick, both founders of They are also pet lovers – owning a dog, cat and a rabbit between them.

Notes for editors:

(1) For further information on, contact Denise Elphick on or 07779 573853.

(2) is based in Shoreditch, east London, near Old Street’s “Silicon Roundabout” hi-tech hub. Post: 81 Leonard Street, London EC2A 4QS. Tel: 020-3582 3210.

(3) was built up into Europe’s most successful marketing tool for the restaurant industry, generating over £120m worth of revenue per annum for 6000 restaurant partners. It was sold in 2010 to a Nasdaq listed company.