Contemporary cat collars, dapper dog bowls, aesthetically appealing aquariums. These are just some of the luxury pet products available at The Pet Extraordinarium, a web-based business set up by a Bampton couple hoping to breathe new life into the market.

Michelle Deer and Paul Sutton, who have three cats, were looking for stylish and contemporary accessories for their own pets but hit a brick wall.

Mr Sutton explained: "We got a new cat last August and were looking for high-quality products that fitted in with our lifestyle and our home.

"We thought it was very surprising that we couldn't find what we were looking for."

The couple found that a lot of pet shops were simply outdated.

"The products were cheap and not of a very good quality," said Mr Sutton.

Ideally, they were hoping to find something in between the traditional type of pet shop and the US-style pet boutique'. After a lot of market research, the two realised there was nothing like this in the UK.

"We threw the idea around, did research and found a growing pet market," said Mr Sutton.

"We found that a lot of people were looking for the same thing as us - these days we are more willing to spend extra money on pets."

After much thought, the couple, who both worked at a marketing agency in Oxford, decided to give up their jobs and set up The Pet Extraordinarium, which caters for cats, dogs, rabbits and fish.

With a wide range of products, the business aims to sell pet accessories that enhance the quality of life of the animal and complement the modern home.

Mr Sutton added: "We want our products to be contemporary and modern but still affordable."

"And, as we believed we had identified a niche area, we thought let's give it a go'."

Both Mr Sutton and Miss Deer left their jobs at the end of last year, set up the website and are aiming to open a shop in Wallingford by June.

Currently, the pet products, which come from all over the world, including Australia, Japan, Italy, Spain and Denmark, are being stored at the couple's Bampton home.

"Our spare bedrooms are full of boxes," laughed Mr Sutton.

"We are constantly reviewing new products and improving our range and are looking for anything different, really."

He added: "Getting the website sorted was the most difficult thing about setting up the business.

"And we initially began with the shop in mind, so once it opens, it will be very much an integral part of the business."

n Contact: www.thepetextraordinarium.co.uk