Founded in 2006 by brothers Nick Greenhalgh and David Rowe, PetO disrupted the Australian pet supply market by introducing a warehouse-style model focused on expert advice and wholesale pricing. The recent acquisition of former PetStock locations proved pivotal, requiring a complete operational overhaul. Hollis, who joined as an advisor during the transition before being named CEO, oversaw the removal of all live animal sales from the newly acquired stores, aligning the brand with its core policy of adoption over retail.
PetO CEO Mike Hollis on Scaling a Family-Owned Retail Empire
When Woolworths divested 41 PetStock stores two years ago, PetO seized the opportunity to transform from a Sydney-based operation into a national powerhouse. Today, CEO Mike Hollis manages over 100 business units, including 58 retail stores, while navigating the delicate balance of scaling a company without losing its independent DNA.
Strategic Scaling and Culture
With a valuation of US$108 million, the company now targets a footprint of 100 retail stores within the next three years. Hollis is prioritizing agility, rejecting the heavy bureaucracy common in larger retail chains. By maintaining a flat structure and visiting every store quarterly, he aims to preserve the firm’s original culture. This approach extends to supplier relations, where PetO partners with both industry giants like Royal Canin and niche producers—such as a Western Australian maker of air-dried camel treats—to maintain a unique product mix. For Hollis, the secret to the brand’s resilience is simple: hiring staff who are themselves pet owners, ensuring that the customer experience is rooted in shared empathy rather than corporate procedure.
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