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A horse feed merchant purporting to be the first 100% online store opens its doors for business today.

Stuart Fitzgerald has launched the feed store — efeed.co.uk — following the success of online horse bedding store whitehorsebedding.co.uk.

“We’re trying to take the delivery costs out of the equation, and have a very aggressive pricing strategy,” Stuart told H&H.

“With whitehorsebedding.co.uk we worked out our distribution method and how we could offer bulky goods at a competitive price.”

He said the company has reduced costs through economies of scale.

“We’ll purchase feed in large quantities directly from manufacturers so we can negotiate a good price,” explained Stuart, adding: “We’re taking a smaller margin than other companies.”

The Berkshire-based efeed.co.uk has a warehouse in Birmingham, and says it will deliver anywhere in the UK, from the Orkney Islands to the Channel Isles.

Stuart adds that orders received before 5pm can be delivered the next day. Standard delivery takes two days.