Pet-Supermarket.co.uk – an online pet supplies shop based in Jarrow, sent an e-mail to all of its customers asking them to donate to Newcastle Cat and Dog Shelter, which is currently redeveloping its site in Claremont Road.

And the shop, which is open to the public every weekend on Bede Industrial Estate, got a huge response, and handed over a cheque for £10,949 to the animal charity.

Mark Berriman, managing director of Pet-Supermarket and a pet lover himself, said: "We decided that it would be great if Pet-Supermarket could use its customer base to help this worthy cause at such a crucial time of year.

"We e-mailed our entire database, and the results were phenomenal.

"It is an exceptional job that the staff at the shelter do and it was heart-warming to hear stories of those who left for a new, happy life, and we have some exciting ideas on how we can help them again in the future."

It was an emotional experience for the staff of Pet-Supermarket when they visited the shelter, and saw so many homeless animals awaiting the love of a new family.

And Mr Berriman, who was awarded The North East Young Business Person of the Year in November last year, chipped in £1 every time a customer donated online, resulting in an extra £377 for the pot.

Newcastle Dog and Cat Shelter care for, treat and rehome 6,000 stray, neglected and abandoned animals each year.

Genna Reece, development manager from Newcastle Cat and Dog Shelter, which is currently housed at North Benton Farm, Benton, said: "We are lucky to have the UK's largest online pet retailer on our doorstep and the support of their customers.

"We had donations from New Mexico in America to as far afield as Australia and some of the messages were great to read."

Established in 2003, Pet-Supermarket has an annual turnover of £3m and is currently Retailer of the Year in South Tyneside.