Slobber & Chops: Brighton’s funky, inclusive doggie haven

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🐾 The Interview

When Sally Keegan took over a popular Brighton pet shop in February last year, she didn’t just buy a business—she reimagined it. 

Now rebranded as Slobber & Chops, the shop is a vibrant, inclusive, and community space that reflects Brighton’s unique dog culture. “I wanted to create something that wasn’t just for dog owners, but for dog lovers too,” Sally said. “Not everyone can have a dog, but that doesn’t mean they can’t be part of the experience.”

Taking over an established business wasn’t without its challenges. “People don’t always like change,” Sally said. “But we kept 90% of our customers. We were honest, we were present, and we made it clear that while the name was changing, the quality and care weren’t.”

Part of that change involved a complete shop refit, including an expanded dog grooming space that created space for seven groomers rather than four previously, a striking checkerboard floor, and a giant red-and-white ‘sweet shop’ reception desk - and a pick n mix stand, except, instead of sweets for humans, it’s stocked with natural, high-quality dog treats. “The most revolting pick-and-mix stand for humans, but an absolute dream for dogs,” Sally laughed.

Brighton: The UK’s most dog-friendly city

Slobber & Chops is more than just a store; it’s a reflection of Brighton itself. The city’s uniquely diverse and inclusive culture provides fertile ground for non-traditional pet companies like Slobber & Chops.

“Brighton is this amazing mix of people—completely open, inclusive, and full of personality,” Sally says. “We wanted the shop to feel like that too. We get so many wonderful customers who are part of the LGBTQIA+ community, and they love that we’ve built a space that’s just as colorful and accepting as the city.”

That openness extends to the services Slobber & Chops offers. “The dog world can be really judgmental, especially online,” Sally said. “People have strong opinions on everything—what you feed your dog, how you groom them. We take a different approach.”

“No judgment, just guidance. You want to dye your dog’s tail pink? Cool. You want advice on nutrition? We’ve got you. We meet people where they are.”

Oh - and the city is mad about dogs. Last year, Brighton was named the UK’s most dog-friendly city by Animal Friends Pet Insurance, based on several factors, including availability of dog training classes, dog walking areas, green spaces and dog-friendly pubs.

Going local

With its Brighton-inspired flavour, Slobber & Chops is a great example of how a hyper-local focus can translate into a flourishing business. Slobber & Chops is a strong contrast to national brands that may scale and franchise readily, but can lack distinct or local character.

A local focus can also help shelter pet businesses from international economic headwinds and tariffs. Here, Slobber & Chops has a distinct advantage.

“We source almost everything from independent UK brands,” Sally said. “We’ve built relationships with local suppliers, which means we’re not as affected by international trade issues. Plus, our customers love knowing they’re supporting small businesses.”

One of those brands is In Vogue Pets, a UK-based company that designs toys with the same people who create for Disney. “Their toys are just fantastic,” Sally said. “It’s a challenge competing with big supermarkets, but our customers appreciate quality and the story behind what they’re buying.”

Overall, the UK’s pet care market is expected to grow healthily. According to IMARC Group, the UK pet care market was valued at US$11.88 billion in 2024, and is forecast to grow at a compound annual growth rate (CAGR) of 5.7% from 2025 to reach US$20.59 billion in 2033.

“Dogs aren’t just pets anymore—they’re people’s children.”

Consumer tastes in the pet world have changed dramatically. “People used to grab whatever dog food was on sale,” Sally said. “Now, they’re researching ingredients, looking for natural treats, and treating their pets like family members. Dogs aren’t just pets anymore—they’re people’s children.”

This shift is reflected in Slobber & Chops’ most popular products. “Our natural treat range flies off the shelves—things like cow ears, buffalo, and lamb trotters. People want minimally processed, high-quality food for their dogs.”

Sally’s own dog, Betty, is proof of that philosophy. “She’s my soul dog,” she said. “She’s a mix of Golden Retriever, Staffie, Boxer, and a few other things, and she’s just the most loyal, wonderful girl. Dogs bring so much joy—they’re family, therapy, and best friends all rolled into one.” 

Looking ahead, Sally has big plans for Slobber & Chops, from launching a Pride-themed product range to expanding their community involvement. “We’re planning a summer campaign about the dangers of heatstroke in dogs, maybe some seafront awareness events,” she said. “We also want to do more volunteering, especially around International Dog Day.”

And as for the future? “I’d love to have a second retail space in the centre of Brighton,” Sally said. “We’re based on St. James’s Street now, which is great, but I think a central location could bring in even more people. One step at a time, though!” 

To follow Slobber & Chops on Instagram: @slobberandchops

Website: www.slobberandchops.com

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