TiendAnimal
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.
- Company typePrivate
- Founded2006
- HeadquartersMálaga, Spain
- Headcount501–1,000
- GTM typeB2C
- OfferingDigital Commerce or Content
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.
TiendAnimal firmographics
Firmographics- 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
TiendAnimal industry classification
Industry- 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
Where TiendAnimal is headquartered
LocationHeadquarters
- HQ city
- Málaga
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
TiendAnimal business model
Business model- 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
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for pet products across categories including dry food, wet food, snacks, accessories, health products, and technology gadgets. |
| Subscription | Annual | Premium Club membership offering recurring loyalty benefits. |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
TiendAnimal product offering
Product offeringCore 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
Companies that use TiendAnimal
Customer profileSegments3 records
Ideal customer profiles4 records
TiendAnimal technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
TiendAnimal partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor.
- VidaXLminorVidaXL 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.
- AosomminorAosom appears as a marketplace seller on Tiendanimal, offering products like pet houses (e.g., PawHut brand wooden dog houses). Standard marketplace seller arrangement.
- QueraltóminorQueraltó operates as a marketplace seller on Tiendanimal, listing products such as folding parks for pets. Standard marketplace arrangement.
- PetGroundminorPetGround sells pet training products (grass training pads, olfactory mats) through Tiendanimal's marketplace. Standard marketplace seller arrangement.
- Nobleza EspañaminorNobleza España sells smart self-cleaning litter boxes (with app connectivity), training pads, and pet gates through Tiendanimal's marketplace.
- AccesoraliaminorAccesoralia sells pet accessories (e.g., dog belts/leashes) through Tiendanimal's marketplace.
- Mis MascotasminorMis Mascotas is a marketplace seller on Tiendanimal offering pet toys (e.g., fabric throwing toys).
- Tienda Electropolis S.L.minorTienda Electropolis S.L. is a marketplace seller offering agility training equipment on Tiendanimal.
- MS2 DigitalminorMS2 Digital sells pet products (e.g., Chuckit! frisbees) through Tiendanimal's marketplace.
- FDS GmbHminorFDS GmbH operates as a marketplace seller on Tiendanimal offering pet products (folding exercise pens).
- BighubminorBighub is a marketplace seller on Tiendanimal offering pet products (rubber rings).
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
TiendAnimal competitors and assessment
Company assessmentBroad 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
TiendAnimal social profiles
Digital presenceTiendAnimal financial estimates
Financial estimateRevenue estimate
Valuation estimate
TiendAnimal leadership team
Management profileNumber of profiles
Profiles2 records
TiendAnimal funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TiendAnimal M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TiendAnimal
What does TiendAnimal do?
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.
Is TiendAnimal a public or private company?
TiendAnimal is a private company. It is classified as private equity controlled and is currently operating.
When was TiendAnimal founded?
TiendAnimal was founded in 2006. It employs 501 to 1,000 people.
Where is TiendAnimal based?
TiendAnimal is headquartered in Málaga, Spain, in the Europe region.
How does TiendAnimal make money?
One revenue line is on record: E-commerce Product Sales.
Who are TiendAnimal's main competitors?
Broad incumbents on record are Amazon Spain, PetSmart, Chewy, El Corte Inglés and Carrefour Spain. Direct peers are Kiwoko, Mascoteros and Zooplus. TiendAnimal Portugal is listed as a regional player. PromoFarma is listed as an emerging player.
Does TiendAnimal have an API?
No public API is recorded for TiendAnimal.
What industry is TiendAnimal in?
TiendAnimal's product category is Pet Supplies Retail. Its primary akta.pro industry code is CRAFAEAJ, Pet Supplies Omnichannel, with a secondary code of CRAFADAH, Pet Supplies Inventory-led Online Retailers. Its NAICS code is 45991.