Gracia Amico unveiled as one of the most influential people in etail


Gracia Amico with Piper

Gracia Amico with Piper

Since their launch in 2012, pet etailer has already made a huge paw print in modern dog lifestyle, with an award-winning, dog-friendly travel division, featuring over 1,500 dog-welcoming hotels, cottages, country houses, B&Bs and a dedicated team of pet concierges, plus a comprehensive accessories marketplace, listing more than 10,000 pet accessories. Affirming their leading role in the exploding trend around pets as true family members, company CEO Gracia Amico has been unveiled as one of the most influential people in etail, in the Etail Power List 2016.

Amico sits alongside leaders from some of the biggest businesses in the world including Amazon, ASOS, eBAY and, highlighting their growing influence in the wider lifestyle sector. The etail Power List recognises how ecommerce is the future for growth, as well as those at the very top, who are building their strategy around catering for today’s multi-channel shoppers. The list also demonstrates that ecommerce is the fastest-moving part of retail, where innovation and groundbreaking tie-ups are stimulating both growth and customer loyalty.

Amico, former Hobbs ecommerce director, has built PetsPyjamas into a distinctive business. Expanding beyond essential pet products and into dog-friendly travel, which thanks to their ethos of a dog ‘being welcomed not just tolerated’ is now the main driver of PetsPyjamas’ business. Knowing how important pets are to their owners, Gracia has also created a community feel around the website, with its own ‘social petwork’. Included in the network is a pet points scheme to redeem against products, recommended dog-friendly venues, as well as platform for owners and pets to make friends. Recognising the importance of putting a face to the brand and the customer, PetsPyjamas hosted their first ever pop- up shop on 6/7 October, at their pet-friendly HQ in East London’s Tech City.

To drive the business forward, Amico’s focus is to continually improve PetsPyjamas’ stylishly designed website, expand the pet-friendly travel bookings division, develop own-brand product lines, strike strategic partnerships and expand their pet concierge service, to build the business and maintain the triple-digit growth the company is achieving. Big name partnerships across the retail and lifestyle sector, such as a collaboration with Accessorize earlier this year, are also integral to the company maintaining their Great Dane status, with some exciting joint ventures in the pipeline.

Commenting on her power listing, Gracia says: “I’m thrilled to be part of this year’s etail Power List. For a pet lifestyle company to be sitting alongside such high-profile household names only re-affirms PetsPyjamas commitment to this growing category to meet the needs of owners, who consider their pet

as a true family member. Whether it’s a personalised gift box for a pet’s birthday, a recommended restaurant to dine with your dog, through to a weekend break that welcomes guests with Yappy Hour, we continue to evolve our experience to meet the needs of our pet-loving customers.”

For the PetsPyjamas dog-friendly lifestyle, visit or get social @PetsPyjamas on Facebook, Instagram and Twitter #PetsPyjamas.