TiendAnimal

What TiendAnimal does

TiendAnimal (legal entity: Tiendanimal Comercio Electrónico de Artículos para Mascotas, S.L.U.; CIF B-93087138) is Spain's self-described #1 online pet supplies retailer, founded in 2006 and headquartered in Málaga, with 501–1,000 employees. The company operates a horizontal e-commerce platform (tiendanimal.es) and mobile app covering food, accessories, health products, parasiticides, grooming supplies, training equipment, and pet technology across dogs, cats, birds, fish, rodents, reptiles, turtles, horses, and farm animals, with dogs and cats as the primary revenue categories. The platform is built on Salesforce Commerce Cloud (Demandware) and integrates Salesforce LiveAgent for customer support chat and Criteo for retargeting, with no disclosed proprietary AI/ML pipeline.

The business model is multi-stream. Direct-to-consumer product sales are the principal revenue line, spanning unit-priced items from roughly €2 (budget snacks) to €123+ (veterinary prescription diets), with free home delivery above €49. A third-party marketplace (12+ sellers including VidaXL, Aosom, Queraltó, PetGround, Nobleza España, FDS GmbH, Accesoralia, Mis Mascotas, Tienda Electropolis S.L., MS2 Digital, Bighub, Zone Secure/DNA CDN) generates marketplace commission on top of first-party sales, while the Premium Club loyalty subscription provides retention-driven discounts, birthday rewards, and exclusive member promotions. Omnichannel reach is delivered via physical retail stores, a 2-hour Click & Collect service with a free surprise gift, and adjacent monetized services including grooming salons (Salones de Belleza), grooming academies (Academias de Peluquería), veterinary consultation, and pet adoption (Adopta con Tiendanimal).

Go-to-market is product-led growth through the tiendanimal.es storefront and app, supported by content marketing (Tiendanimal Educa blog), email newsletters, seasonal campaigns (Happy Pet Days, Summer Vibes, Michi Lovers), and retargeting via Criteo. Multiple Spanish regional retail authorizations for veterinary medication sales (Z 29 067 B 154, Z 41 091 B 183, M.V./I-131/M, M.V./I-128/M, MV-143/B, 121/TO-ECD) permit the regulated health-product assortment. Geographic footprint covers Spain and Portugal (tiendanimal.pt); the company is privately held with no disclosed parent, with backing from a 2019 round of $13.75M led by LGT group, Miura Private Equity, and Muzinich & Co, and is led by co-founder Jose Antonio Alarcon Urbistondo and founder & managing director Jorge Goldberg.

Name

TiendAnimal

Legal name

Tiendanimal Comercio Electrónico de Artículos para Mascotas, S.L.U.

Website

https://tiendanimal.es

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

501–1,000 employees

Short description

TiendAnimal is Spain's leading online pet supplies retailer, selling food, accessories, health products, and pet technology for dogs, cats, and other animals through its e-commerce platform, mobile app, physical stores, Click & Collect, and a third-party marketplace, serving Spanish and Portuguese pet owners.

Ownership category

akta.pro rank

Product category

Pet Supplies Retail

NAICS

Pet and Pet Supplies Retailers (45991)

akta.pro primary industry

Pet Supplies Omnichannel (CRAFAEAJ)

akta.pro secondary industries

Pet Supplies Inventory-led Online Retailers (CRAFADAH), Pet & Animal Supplies Marketplaces (CRAFABAH), Pet Supplies Retail (CRALAIAI)

Keywords

• Pet supplies retail
• Online pet store
• Pet food distribution
• Pet accessories ecommerce
• Pet care marketplace

Headquarters

HQ city

Málaga

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. E-commerce Product Sales: Tiendanimal operates an online pet supplies store selling food, accessories, health products, and services (grooming salons, adoption services) directly to consumers. Revenue comes from product sales at listed prices with promotional discounts. The company also generates marketplace commission revenue from third-party sellers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

TiendAnimal operates a hybrid online-and-physical pet supplies retail business in Spain (and Portugal), selling pet food (dry, wet, BARF, veterinary diets), accessories, parasiticides, pet technology, toys, and habitat products for dogs, cats, birds, fish, reptiles, and other animals. The company runs a third-party marketplace alongside its first-party inventory and offers pet care services including grooming salons, grooming academies, veterinary consultation, and a pet adoption program.

Product overview

Tiendanimal operates as Spain's leading online pet products retailer offering a multi-category e-commerce platform with integrated services. The core product is the Tiendanimal.es e-commerce website selling pet food (dry, wet, and BARF diets), accessories, health products (parasiticides, supplements), toys, and pet technology products. The company operates a hybrid model combining online sales with physical store locations. Key service offerings include the Premium Club loyalty program, Click & Collect pickup service, professional grooming salons, pet adoption services, and a third-party marketplace platform. The product portfolio spans dogs, cats, birds, fish, rodents, ferrets, reptiles, turtles, horses, and farm animals, with a strong focus on dogs and cats representing the primary revenue categories. Premium brands featured include Royal Canin, Hill's, Acana, Orijen, and veterinary therapeutic diet lines.

Differentiator

Problem solved

Functional benefit

Brands

• Premium Club: Customer loyalty program offering exclusive discounts and rewards for frequent shoppers

Products and services

• Premium Club Loyalty Program
• Click & Collect
• Grooming Salons (Salones de Belleza)
• Pet Adoption Service (Adopta con Tiendanimal)
• Grooming Academies (Academias de Peluquería)
• Veterinary Consultation (Consultorio Veterinario)
• Marketplace Seller Platform
• Dog Food (Pienso para perros)
• Wet Food (Comida húmeda)
• BARF / Fresh Diet
• Pet Snacks and Treats
• Parasiticides and Repellents
• Pet Technology (Especial Tecnología)
• Pet Beds and Furniture
• Cat Litter and Accessories
• Bird, Fish, and Small Animal Products
• Dog Training Products
• Agility Equipment

Quantifiable outcome

• Free shipping on orders over €49
• +1 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered minor.

• VidaXLminorChannel Partner/ Reseller/ DistributorVidaXL operates as a marketplace seller on the Tiendanimal platform, listing products such as pet houses, enclosures, and accessories. This is a standard marketplace seller relationship rather than a formal strategic partnership.
• AosomminorChannel Partner/ Reseller/ DistributorAosom appears as a marketplace seller on Tiendanimal, offering products like pet houses (e.g., PawHut brand wooden dog houses). Standard marketplace seller arrangement.
• QueraltóminorChannel Partner/ Reseller/ DistributorQueraltó operates as a marketplace seller on Tiendanimal, listing products such as folding parks for pets. Standard marketplace arrangement.
• PetGroundminorChannel Partner/ Reseller/ DistributorPetGround sells pet training products (grass training pads, olfactory mats) through Tiendanimal's marketplace. Standard marketplace seller arrangement.
• Nobleza EspañaminorChannel Partner/ Reseller/ DistributorNobleza España sells smart self-cleaning litter boxes (with app connectivity), training pads, and pet gates through Tiendanimal's marketplace.
• AccesoraliaminorChannel Partner/ Reseller/ DistributorAccesoralia sells pet accessories (e.g., dog belts/leashes) through Tiendanimal's marketplace.
• Mis MascotasminorChannel Partner/ Reseller/ DistributorMis Mascotas is a marketplace seller on Tiendanimal offering pet toys (e.g., fabric throwing toys).
• Tienda Electropolis S.L.minorChannel Partner/ Reseller/ DistributorTienda Electropolis S.L. is a marketplace seller offering agility training equipment on Tiendanimal.
• MS2 DigitalminorChannel Partner/ Reseller/ DistributorMS2 Digital sells pet products (e.g., Chuckit! frisbees) through Tiendanimal's marketplace.
• FDS GmbHminorChannel Partner/ Reseller/ DistributorFDS GmbH operates as a marketplace seller on Tiendanimal offering pet products (folding exercise pens).
• BighubminorChannel Partner/ Reseller/ DistributorBighub is a marketplace seller on Tiendanimal offering pet products (rubber rings).

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Amazon Spain: Generalist e-commerce incumbent with an expanding pet category. Not specialized, but its Prime delivery, pricing and selection create the dominant competitive ceiling for Spanish online pet spending.
• PetSmart: Largest North American specialty pet retailer; owns Kiwoko and other European chains. Sets the global benchmark for omnichannel pet retail economics and signals the strategic playbook for European consolidation.
• Chewy: US online-first pet retail leader; reference peer for e-commerce pet retail model, customer experience design, and subscription/Autoship loyalty mechanics that Premium Club resembles in concept.
• El Corte Inglés: Spain's leading department store chain with a sizeable pet department and omnichannel reach. Competes for premium and gifting pet purchases and represents a 'generalist with strong brand' adjacent threat.
• Carrefour Spain: Spanish hypermarket leader with a broad pet food and accessory offering. Competes primarily on pet food price, recurring grocery-basket purchases and click-and-collect logistics.

Direct peers

• Kiwoko: Spain's largest specialty pet retail chain (physical + online), operating 170+ stores across Spain. Direct competitor in omnichannel pet supplies with overlapping assortment of food, accessories and services, and the most relevant domestic peer to Tiendanimal.
• Mascoteros: Spanish online pet supplies retailer with physical stores; competes head-to-head with Tiendanimal in the same Iberian e-commerce plus brick-and-mortar model, similar category depth and promotional intensity.
• Zooplus: Europe's leading pure-play online pet retailer (HQ Germany, sold to Hellman & Friedman in 2024). Closest pan-European specialist peer; competes on price, range and delivery economics across Spain, posing the strongest scale-based threat.

Regional players

• TiendAnimal Portugal: Tiendanimal's own Portuguese storefront; included as a regional peer because it represents the same brand operating in the adjacent Portuguese market, an important benchmark for Iberian market positioning and expansion potential.

Emerging players

• PromoFarma: Iberian vertical e-commerce marketplace (health, beauty, wellness). Fellow Iberian vertical specialist identified alongside Tiendanimal in Lengow's marketplace map, sharing marketplace and direct-retail mechanics but in a different category.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tiendanimal

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TiendAnimal