A fresher online shop for Norfolk’s handmade dog treat makers

Pooch’s Treats has been handcrafting premium dog and cat treats in Norfolk since 2009, using locally sourced ingredients and a clear focus on quality, health and sustainability. From their base on the Royal Sandringham Estate, they supply independent stockists nationwide and sell direct to pet owners online.

As the range and stockists network grew, the existing website no longer matched the brand. It felt dated, was harder to use than it should have been, and carried technical issues that got in the way of everyday shopping. Chaos was commissioned to redesign and rebuild the site in WordPress with full WooCommerce development and integration, creating a cleaner, more reliable ecommerce experience that better reflects the craft behind every treat.

Pooch’s had outgrown a site that struggled with usability, bugs and an outdated look. For a brand known for high-meat, additive-free treats, carbon-neutral credentials and a network of 400+ UK stockists, the digital experience needed to feel as considered as the recipes.

The challenge was to rebuild the online shop so customers could move cleanly from discovery to basket, while giving the 70+ product variants room to breathe and supporting the commercial reality of both direct ecommerce and a large independent retail footprint.

We redesigned and developed a new WordPress website with a fully integrated WooCommerce shop, focused on clarity, trust and conversion. Product journeys were simplified so shoppers could find treats, toys and dietary options more easily, while the visual system was updated to feel warmer, more premium and more aligned with a handmade Norfolk brand.

The build supports a growing catalogue, clearer category structure for dogs and cats, and the operational needs of a busy direct-to-consumer shop — including the foundations for features such as subscribe-and-save style purchasing and Click & Collect from HQ. The result is a more dependable ecommerce platform that puts the product first and removes friction from the path to purchase.

The new Pooch’s Treats website gives customers a simpler way to browse, choose and buy, while giving the business a stronger digital home for a brand that now reaches 403 stockists across the UK and sells 70+ products in multiple variants.

In July 2026 alone, the online channel delivered £20,000+ in gross sales, an average of £666 per day, and 463 orders — evidence that a clearer, more robust WooCommerce experience can support real retail performance for a specialist maker. Built in WordPress with a scalable product architecture, the platform is ready to grow with the range, the stockist network and the next phase of the brand.