Jarrow-based online store www.pet-super market.co.uk is aiming to raise thousands of pounds for a rehoming centre.

The independent pet shop will generate cash donations when customers place orders for their pet food, treats, accessories and healthcare products.

Five per cent of the value of the order will be donated to the Newcastle Dog and Cat Shelter, which rehomes animals from all over North East England.

Its shelters in Benton Lane and Claremont Road, cost more than £750,000 a year in total to run.

Staff work hard to care for and rehome 6,000 lost, abandoned and neglected animals every 12 months.

The charity will have a stand at the Great North Dog Walk in South Shields on Sunday, June 15, where people can find out more about the initiative. Last year's event attracted more than 10,000 dogs.

If five per cent of their owners placed an average order every six weeks, it would generate more than £10,000 each year for the charity.

Mark Berriman, managing director of pet-supermarket.co.uk, said: "As pet lovers, our company appreciates all the work that Newcastle Dog & Cat Shelter puts into caring for abandoned or mistreated animals, and we want to be able to help.

"With this initiative, our customers can also help support the charity work, but it doesn't cost them a penny!"

Pet-supermarket.co.uk opens its doors to the public every Saturday and Sunday, between 10am and 4pm, at its unit on Bede Industrial Estate.

* Newcastle Dog & Cat Shelter raised its profile at the MetroCentre in Gateshead yesterday and today.

Dogs from the shelter took part in fashion shows as part of its Fashion Fever event.

Staff were on hand to talk to people who were interested in supporting the charity.