For many Malaysians, Petsmore is a familiar name, one that has quietly served generations of pet owners for nearly three decades. In 2024, Lim Yau Hui acquired the business – taking over the mantle to lead Petsmore into a holistic, customer-first pet care ecosystem.
After spending about 10 years in financial and consulting roles in the corporate world, Lim brings not only his management experience, but a deep-rooted passion in retail, to build on the Petsmore legacy for modern pet parents.
A Fixer’s Mindset Meets a Retail Affinity
Lim’s early career years were spent in the corporate world, cutting his teeth on projects across innovation, acquisitions, and even government policy. But deep down, he was always drawn to retail, what he calls a “sentimental and practical” interest.
“Retail isn’t a sexy industry for many entrepreneurs. It’s high volume, low margin, and brutally competitive,” Lim says. “But I love how tangible it is. You get to serve communities regularly, and there’s so much room to experiment.”
When he set out to start something of his own, he knew he wanted to be in retail. The question was where he could make the most meaningful impact. He found the answer in pet care.
The Malaysian pet industry was growing fast, driven by shifting demographics like “DINKWAD” households that are “dual income, no kids, with a dog.” Yet, the market remained fragmented, with no dominant players and underserved consumer needs. Lim saw an opportunity to modernise pet retail and raise the bar across the board.
Taking Over a Legacy – And Rebuilding It
Petsmore isn’t a new startup. By the time Lim acquired the business, it was already a 30-year-old household name, especially among older pet owners.
He considered a complete rebrand but ultimately chose to retain the name and lean into its potential: “What more can we offer to pets and their people?”
From that single question, Petsmore’s transformation began. The team launched a full brand refresh, introduced a flexible new membership program, revamped store layouts, and delisted brands that didn’t align with their values, even if they were high-margin.
“We stopped selling pets for profit,” Lim shares. “Instead, we now partner with shelters and rescuers to promote adoption. That’s a key part of what more for pets means to us.”
A New Model for Malaysian Pet Retail
Unlike most pet retailers that outsource their grooming services or focus solely on products, Petsmore is building an integrated ecosystem, retail, grooming, and soon health services, all under one roof. This hybrid model allows for stronger customer retention, better lifetime value, and recurring footfall.
“We believe that only a combined business model can drive enduring loyalty and sustainable advantage,” Lim says.
He’s also selective about what goes on Petsmore’s shelves. The focus? Trust, quality, and alignment with the brand’s mission of holistic pet wellness. The same scrutiny applies to their grooming services, where groomers are trained through certified academies and encouraged to compete in industry events to hone their craft.
“We’re not just offering grooming for the sake of it,” Lim explains. “We want every aspect of the experience to be best-in-class and replicable across multiple outlets.”
Rebuilding While Flying
The biggest challenge, according to Lim, was “rebuilding a plane while flying it 30,000 feet in the air.” Petsmore already had an older, value-seeking customer base. Shifting the brand toward a younger, experience-driven demographic, without alienating existing customers was a delicate balancing act.
It didn’t help that some suppliers were hesitant to support a legacy brand with an uncertain future. “We had to prove ourselves all over again,” Lim says. “It took time, but now we enjoy strong collaborations with our key trade partners.”
But perhaps the most meaningful part of the journey has been rebuilding the team, hire by hire.
“I’m lucky to be in an industry where passion for pets is the core motivation. Finding people who just ‘click’ has been so rewarding,” Lim reflects. “They’re the heart of this transformation.”
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Scaling With Purpose
Today, Petsmore is the largest one-stop pet care provider in Malaysia’s Klang Valley and it’s not slowing down. The company is currently rolling out a tailor-made grooming productivity system and an end-to-end B2B purchasing platform to streamline operations and modernise its supply chain.
Lim teases the launch of a new flagship outlet in a prime location, which he hopes will serve as a blueprint for future expansion. But more than just growing store count, his focus is on elevating the customer experience.
“We want to redefine what pet care means in Malaysia, through better products, more skilled services, and a deeper understanding of our customers,” he says.
The Road Ahead
Lim’s vision for the next 3–5 years is ambitious but grounded: to become the leading pet care provider in Malaysia by building a truly differentiated value proposition. This includes expanding the brand’s presence nationwide, improving standards across grooming and retail, and exploring adjacent categories like pet healthcare.
But. perhaps more importantly, he hopes to shift the mindset of Malaysian pet owners.
“I want to elevate how people think about pet well-being, not just food and toys, but holistic care. If Petsmore can play a part in that cultural shift, that’s the kind of impact I want to make.”
Asked what advice he would give to others looking to turn their love for animals into a business, Lim is clear-eyed.
“Passion is essential, but not enough. You need to marry the idealistic with the realistic,” he says. “If you don’t have a clear purpose and the discipline to back it up with planning and execution, you’ll lose the trust of your customers.”
He also encourages founders to lean on data and mentors. “I’m a consultant by training, so I constantly question whether we’re on the right path. Having a sounding board, someone who challenges your assumptions is crucial.”
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