Kiwoko
Kiwoko is a Spanish specialty pet-care retailer operating 180+ physical stores across Spain and Portugal plus an e-commerce site, serving individual pet owners with 8,000+ SKUs of food, accessories, and veterinary products alongside grooming and veterinary services.
- Company typePrivate
- Founded2007
- HeadquartersEspasa, Spain
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Kiwoko does
Kiwoko Pet, S.L.U is a Spanish specialty pet-care retailer founded in 2007, operating more than 180 physical stores across Spain with extension into Portugal, plus a transactional e-commerce storefront at kiwoko.com. The company serves individual pet owners with a catalog of over 8,000 SKUs spanning food, accessories, hygiene, and veterinary-related products for dogs, cats, small mammals, birds, reptiles, and fish. Its assortment combines premium third-party brands (Royal Canin, Acana, Orijen, Hill's, Pro Plan, Wellness Core, Nature's Variety, Advance, Nath, Dogxtreme) with three private-label brands — True Origins, Dogzilla, and Catzilla — providing tiered price points and margin capture.
The omnichannel model integrates physical retail with digital: online ordering supports home delivery (1-3 business days), free Click & Collect in physical stores, phone orders, WhatsApp ordering, and a mobile app. Pricing is transaction-based with a free-shipping threshold at €49, a 15% first-purchase discount for new registrants, and 25-40% second-unit promotions. Distribution is Spain-dominant (plus Portugal), with a stated restriction covering the Canary Islands.
Beyond core retail, Kiwoko operates an adjacent services ecosystem: Mundo Belleza grooming salons, Kivet-affiliated veterinary clinics, the Veterinary Hospital Madrid Centro, and the Kiwokoadopta adoption program, with EU MDR authorization for distance selling of non-prescription veterinary medicines. Revenue is not publicly disclosed; the company is privately held under the legal form Kiwoko Pet, S.L.U, with a careers site hosted at jobs.iskaypet.com indicating operation within the broader Iskaypet group. Historical growth capital includes an Alantra round of ~$16.7M in 2016 and a Meridia Capital round in April 2019. The company reports more than 300,000 satisfied customers and 501-1,000 employees.
Kiwoko firmographics
Firmographics- Name
- Kiwoko
- Legal name
- Kiwoko Pet, S.L.U
- Website
- https://kiwoko.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Kiwoko is a Spanish specialty pet-care retailer operating 180+ physical stores across Spain and Portugal plus an e-commerce site, serving individual pet owners with 8,000+ SKUs of food, accessories, and veterinary products alongside grooming and veterinary services.
- Ownership category
- akta.pro rank
Kiwoko industry classification
Industry- Product category
- Pet Supplies Retail
- NAICS
- Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991), Pet Care (except Veterinary) Services (81291), Veterinary Services (54194)
- akta.pro primary industry
- Pet Food & Treats Retail (CRALAHAB)
- akta.pro secondary industries
- Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters) (CRALAHAL), Pet Food & Treats Distribution (CRAOAKAA)
Keywords
Where Kiwoko is headquartered
LocationHeadquarters
- HQ city
- Espasa
- HQ country
- Spain
- HQ region
- Europe
Markets served
Kiwoko business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | First-time customer discount |
| Transaction based/ take rate | Pay-as-you-go | Second unit discounts |
| Transaction based/ take rate | Pay-as-you-go | Free shipping threshold |
| Transaction based/ take rate | Pay-as-you-go | Click & Collect |
Distribution channels6 records
Marketing channels5 records
Kiwoko product offering
Product offeringCore offering
Kiwoko operates a chain of pet care specialty retail stores in Spain with 180+ physical locations and an e-commerce platform offering over 8,000 pet products. The company sells pet food (including private-label brands True Origins, Dogzilla, and Catzilla), accessories, hygiene products, and veterinary supplies for dogs, cats, rabbits, rodents, birds, reptiles, and fish. In addition to retail, Kiwoko provides complementary services such as pet grooming (Mundo Belleza), veterinary clinic affiliations (Kivet), an adoption program (Kiwokoadopta), and Click & Collect order fulfillment.
Product overview
Kiwoko is a Spanish pet supplies retailer operating 180+ physical stores across Spain plus an online store with over 8,000 products. The company offers a comprehensive portfolio of pet food and accessories for dogs, cats, rabbits, rodents, birds, reptiles, and fish. Their product mix includes private-label brands (True Origins, Dogzilla, Catzilla) alongside third-party premium brands (Royal Canin, Acana, Wellness Core, Nature's Variety, Hill's, Pro Plan, Advance, Nath, Dogxtreme). The company also provides pet services including grooming salons (Mundo Belleza), veterinary clinic partnerships (Kivet), a veterinary hospital, and an adoption program (Kiwokoadopta). Their retail platform supports online ordering with Click & Collect in-store pickup, home delivery, and phone/WhatsApp purchasing options.
Differentiator
Problem solved
Functional benefit
Brands
- True Origins: Own brand of pet food including pienso seco, comida húmeda, and snacks for dogs and cats
- Dogzilla
- Catzilla
Products and services
- True Origins Kiwoko's own premium pet food brand offering natural, grain-free formulas for dogs and cats with flavors including salmon, chicken, and lamb. Available across Kiwoko's 180+ physical stores and online store.
- Dogzilla Kiwoko's own dog food brand specializing in natural dry food and wet food with options including salmon, chicken and rice, and lamb formulations. Sold through Kiwoko stores and online.
- Catzilla Kiwoko's own cat food brand offering dry and wet food formulas, including options for sterilized cats. Available across Kiwoko stores and online.
- Click & Collect Free order collection service allowing customers to pick up online orders at any Kiwoko physical store within 2 hours or up to 3 days, with a surprise gift included. Designed for online shoppers preferring in-store pickup.
- Mundo Belleza Pet grooming salon service offered at Kiwoko stores providing professional pet care including ozonotherapy treatments. For pet owners seeking in-store grooming services alongside retail purchases.
- Kivet Veterinary Clinics Network of veterinary clinics affiliated with Kiwoko offering pet health services and wellness plans. For Kiwoko customers seeking veterinary care integrated with their pet supply retailer.
- Kiwokoadopta Pet adoption service partnering with shelters to help find homes for abandoned animals. Available through Kiwoko's website.
- Veterinary Hospital Madrid Centro Full-service veterinary hospital located in central Madrid providing comprehensive pet medical care. For pet owners in Madrid requiring advanced veterinary services.
Quantifiable outcome
- Over 8,000 products available online and in physical stores
- +2 more outcomes
Companies that use Kiwoko
Customer profileIdeal customer profiles1 record
Kiwoko technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Kiwoko partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights6 records
Kiwoko competitors and assessment
Company assessmentDirect peers
- Tiendanimal: Spanish omnichannel pet retail chain operating both physical stores and e-commerce under the same Iskaypet group as Kiwoko. Closest direct competitor with overlapping assortment, omnichannel model, and Iberian focus.
- Zooplus: Leading European online pet supplies retailer serving Spain. Closest pure-play e-commerce peer; competes head-on with Kiwoko's online business and forces omnichannel differentiation.
- Maxi Zoo: European specialty pet retail chain (Fressnapf subsidiary) with growing Spanish store footprint. Directly comparable on store-based pet specialty model and multi-brand assortment.
Broad incumbents
- PetSmart: North American specialty pet retail incumbent combining stores, services (grooming, training), and product breadth. Comparable on integrated pet retail + services model.
- El Corte Inglés: Spain's leading department store group with significant pet assortment online and in-store. Broad incumbent competitor reaching similar premium Spanish households.
- Petco: US-based omnichannel pet retailer with strong private-label and vet-services positioning. Comparable on premium assortment, private-label expansion, and service attach.
- Fressnapf: Pan-European pet retail leader and parent of Maxi Zoo with extensive physical network and private-label programs. Comparable on scale, omnichannel approach, and brand-building playbook.
- Carrefour Spain: Large generalist Spanish retailer with growing pet category and online presence. Competes on price and convenience, pressuring Kiwoko's lower-priced SKUs and accessories.
- Amazon Spain: Dominant generalist e-commerce platform in Spain with expanding pet assortment and Subscribe & Save-style recurring purchase programs. Key structural competitor for non-medical SKUs and accessories.
Regional players
- Mascotas & Cia: Spanish specialty pet retailer with physical and online presence. Local Iberian peer competing on assortment and customer service in overlapping geographies.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Kiwoko social profiles
Digital presenceKiwoko compliance and trust
Trust signalCompliance2 records
Kiwoko financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kiwoko leadership team
Management profileNumber of profiles
Profiles1 record
Kiwoko funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kiwoko 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 Kiwoko
What does Kiwoko do?
Kiwoko operates a chain of pet care specialty retail stores in Spain with 180+ physical locations and an e-commerce platform offering over 8,000 pet products. The company sells pet food (including private-label brands True Origins, Dogzilla, and Catzilla), accessories, hygiene products, and veterinary supplies for dogs, cats, rabbits, rodents, birds, reptiles, and fish. In addition to retail, Kiwoko provides complementary services such as pet grooming (Mundo Belleza), veterinary clinic affiliations (Kivet), an adoption program (Kiwokoadopta), and Click & Collect order fulfillment.
Is Kiwoko a public or private company?
Kiwoko is a private company. It is classified as private equity controlled and is currently operating.
When was Kiwoko founded?
Kiwoko was founded in 2007. It employs 501 to 1,000 people.
Where is Kiwoko based?
Kiwoko is headquartered in Espasa, Spain, in the Europe region.
Who are Kiwoko's main competitors?
Direct peers on record are Tiendanimal, Zooplus and Maxi Zoo. Broad incumbents are PetSmart, El Corte Inglés, Petco, Fressnapf, Carrefour Spain and Amazon Spain. Mascotas & Cia is listed as a regional player.
Does Kiwoko have an API?
No public API is recorded for Kiwoko.
What industry is Kiwoko in?
Kiwoko's product category is Pet Supplies Retail. Its primary akta.pro industry code is CRALAHAB, Pet Food & Treats Retail, with a secondary code of CRALAHAC, Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick). Its NAICS code is 459910.