Our Story

# Our Story

Extra Select has a longer history than many people might expect.

The foundations of the brand began in the 1970s, when dog food was supplied to customers of a boarding kennel. That first product became known as Supa Select, and from those small beginnings, the range continued to grow.

Over time, Supa Select expanded beyond dog food and became Extra Select, a wider range created for pets, wild birds and other animals. Today, Extra Select includes food, treats, toys and accessories across categories including wild bird, dog, cat, small pet, fish, reptile and farm animal.

Our aim is simple: to offer practical, reliable and great value products that help people care for the animals in their lives. Whether you are feeding garden birds, treating your dog, caring for small pets or stocking up on everyday essentials, Extra Select is designed to make animal care easier and more affordable.

Extra Select is owned and operated by Su-Bridge Pet Supplies, a Norfolk-based pet product wholesaler with decades of experience supplying food, treats and animal care products across the UK. This gives Extra Select the support of an established pet supplies business, while keeping the brand focused on practical, reliable and great value products for pets, wild birds and other animals.

From a single product to a nationwide range, Extra Select has always been built around everyday animal care, useful products and dependable value.