PAMPERED pooches and mucky mutts are the target of a new grooming service after a company launched its very own dog wash.

To improve canine cleanliness, James Alpe Ltd, in Clitheroe, has installed the area’s first dedicated dog washing machine at its Peel Street site, just outside the town centre.

And staff said the dog wash, which even allows pets to be blow-dried, was proving popular.

Site manager Richard Willett said: “The idea came when a customer came in to use our car wash and said he’d seen these dog washes on the internet.

"Because we are a wash centre anyway, we thought it would be a good idea.”

At first glance the dog wash may appear to be just a large metal box.

But when the dog is placed on the machine and a glass screen is put up, the dog is given a thorough clean.

Owners have the option of putting shampoo and conditioner on their pets, rinsing it off and then choosing the “blaster” option, which dries the dog by warm air jet.

Mr Willett said because dogs are fastened to the wash table, and have their owners near them, they seem to enjoy the experience.

He added: “The blow dry is good because it means the dog isn’t shaking water all over someone’s house.

"If you have got a big dog they can be hard to wash in the bath, or in the back yard with a hosepipe.”

Mr Willett said the dog wash appealed to customers because it allowed them to clean both the car, and the dog, in one trip.

Diversification is nothing new for James Alpe Ltd which unveiled a new reception at its Lincoln Way base last Friday.

The James Alpe Group consists of six separate companies and employs more than 70 people.

The core of the business remains accident repair work, but it now encompasses a range of services for both private and business and fleet users.