Miscota
Miscota is a Barcelona-based omnichannel pet supplies retailer serving Spanish pet owners through 63 physical stores and the miscota.es e-commerce platform, offering 40,000+ products across dogs, cats, rodents, birds, fish, and reptiles.
- Company typePrivate
- Founded2011
- HeadquartersBarcelona, Spain
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Miscota does
Miscota is a Spanish omnichannel pet supplies retailer headquartered in Barcelona and founded in 2011. The company sells pet food, accessories, health products, grooming, and antiparasitics across six categories (dogs, cats, rodents, birds, fish, reptiles) through its miscota.es e-commerce platform and a network of 63 physical retail stores across Spain, with average store surface area of 1,500 sqm and 10,000+ SKUs per store. The overall catalog spans 40,000+ products from 1,000+ brands, supplemented by three private-label brands: Hantu (standard food and treats), Traveness (natural grain-free), and Grature (salmon-based). Additional services include professional grooming, in-store pickup, online returns, and a veterinary pharmacy offering.
The business operates a horizontally-segmented retail model with a transactional revenue stream via direct product sales. Commercial mechanics include tiered promotions (second-unit discounts up to -50%, bulk promotions like 4+1 and 5+1, cart-addition percentage discounts of 10-20%, newsletter welcome discount of 10%), a €59 free-shipping threshold, and the Miscota Family loyalty program with points accumulation. The Autoship subscription/recurring purchase service captures recurring demand for staple pet food and consumables. The underlying stack comprises a cloud-hosted (AWS) e-commerce platform with integrated inventory management, order fulfillment, and loyalty systems.
Customer acquisition is driven by a multi-channel digital marketing approach spanning email newsletter, Facebook, Instagram, TikTok, X/Twitter, and three category-specific YouTube channels. The company employs 11-50 staff and has received approximately $3.2M in disclosed equity funding across four rounds between 2012 and 2016, including from Criteria Venture Tech and Ona Capital Privat SCR. It was a finalist for Best Customer Service at the Ecommerce Awards 2026. The company is privately held, with no parent entity or institutional investor controlling the business per available data.
Miscota firmographics
Firmographics- Name
- Miscota
- Legal name
- Miscota
- Website
- https://miscota.es
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Miscota is a Barcelona-based omnichannel pet supplies retailer serving Spanish pet owners through 63 physical stores and the miscota.es e-commerce platform, offering 40,000+ products across dogs, cats, rodents, birds, fish, and reptiles.
- Ownership category
- akta.pro rank
Miscota industry classification
Industry- Product category
- Pet Supplies Retail
- NAICS
- Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- General Pet Supplies Retail (Multi-category) (CRALAHAA)
- akta.pro secondary industries
- Pet Supplies Omnichannel (CRAFAEAJ), Pet Supplies Inventory-led Online Retailers (CRAFADAH), Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM)
Keywords
Where Miscota is headquartered
LocationHeadquarters
- HQ city
- Barcelona
- HQ country
- Spain
- HQ region
- Europe
Offices10 records
Markets served
Miscota business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Retail sales of pet food, accessories, and health products through both online store and physical retail locations. Revenue generated from transaction-based product sales with various pricing tiers and promotional discounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with tiered discounts |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Miscota product offering
Product offeringCore offering
Miscota is an omnichannel pet supplies retailer selling pet food, accessories, health products, and grooming services across dogs, cats, rodents, birds, fish, and reptiles through its e-commerce platform (miscota.es) and 63 physical stores in Spain. It also offers three own-label brands (Hantu, Traveness, Grature), an Autoship subscription for recurring deliveries, and the Miscota Family loyalty program.
Product overview
Miscota operates as a multi-channel pet supplies retailer in Spain, combining an e-commerce platform (miscota.es) with physical retail stores averaging 1500 square meters. The company offers over 1000 brands and 40,000 products across six pet categories (dogs, cats, rodents, birds, fish, reptiles). The portfolio includes three owned private-label brands—Hantu, Traveness, and Grature—alongside third-party brands like Royal Canin, Hill's, and Advance. Additional services include a loyalty program (Miscota Family), recurring purchase subscriptions, and professional grooming services at physical locations.
Differentiator
Problem solved
Functional benefit
Brands
- Hantu: Own brand of pet food and treats
- Traveness
- Grature
Products and services
- Miscota Online Store
Companies that use Miscota
Customer profileSegments6 records
Ideal customer profiles1 record
Miscota technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Miscota partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
Miscota competitors and assessment
Company assessmentDirect peers
- Zooplus: Zooplus is Europe's leading online-only pet supplies retailer (now majority-owned by Hellman & Friedman after a take-private), operating across 30+ European countries including Spain. Direct competitor to Miscota's e-commerce business in Spain, with much larger assortment and pan-European scale advantages.
- Tiendanimal: Tiendanimal is a Spain-headquartered omnichannel pet supplies retailer combining physical stores with a strong online platform. Comparable to Miscota in target market (Spanish pet owners), category breadth, and business model, including private-label offerings and grooming services.
- Bitiba: Bitiba is a European online pet supplies retailer (part of the Zooplus group) operating in Spain with a price-positioned model. Competes directly with Miscota on Spanish online pet supply purchases, particularly in commoditized food and accessories categories.
- Maxi Zoo (Fressnapf): Maxi Zoo is the Spanish arm of Fressnapf, one of Europe's largest omnichannel pet retail chains with thousands of stores across Europe. Competes with Miscota in Spanish physical retail and e-commerce, with significantly larger scale and broader geographic reach.
- Kiwoko: Kiwoko is the largest omnichannel pet retail chain in Spain (and broader Iberia), operating 150+ physical stores plus an e-commerce platform offering similar category breadth (food, accessories, grooming, vet services). Directly competes head-to-head with Miscota for the same Spanish pet-owning households across identical product categories.
Broad incumbents
- Pets at Home: Pets at Home is the UK's leading omnichannel pet retailer with 450+ stores, in-store grooming and vet services, and a strong private-label portfolio. Serves as a comparable operating model benchmark for Miscota's omnichannel and services strategy, though operating primarily in the UK market.
- Petco: Petco is a large-scale US omnichannel pet retailer offering food, accessories, grooming, training, and veterinary services. Although operating in a different geography, Petco represents the mature version of Miscota's omnichannel + services + private-label business model.
- Amazon (Pet Supplies category): Amazon is a generalist e-commerce giant that captures significant share of Spanish online pet supply purchases through Amazon.es. Competes with Miscota's online channel on selection, price, and Prime delivery speed, though it lacks physical retail or pet-specific services.
Others
- Purina (Nestlé): Nestlé Purina is one of Miscota's key third-party brand suppliers and the global leader in pet food. While not a direct retail competitor, Purina's direct-to-consumer push and subscription services position it as an emerging vertical competitor that could disintermediate retailers like Miscota over time.
Regional players
- Petshop.it: Petshop.it is a leading Italian online pet supplies retailer with comparable assortment breadth, private-label offerings, and subscription services. Operates in a different geography (Italy) but follows a near-identical e-commerce + own-brand playbook to Miscota in Spain.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Miscota social profiles
Digital presenceMiscota financial estimates
Financial estimateRevenue estimate
Valuation estimate
Miscota leadership team
Management profileNumber of profiles
Profiles1 record
Miscota funding detail
Funding detailFunding overview
Funding rounds4 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Miscota 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 Miscota
What does Miscota do?
Miscota is an omnichannel pet supplies retailer selling pet food, accessories, health products, and grooming services across dogs, cats, rodents, birds, fish, and reptiles through its e-commerce platform (miscota.es) and 63 physical stores in Spain. It also offers three own-label brands (Hantu, Traveness, Grature), an Autoship subscription for recurring deliveries, and the Miscota Family loyalty program.
Is Miscota a public or private company?
Miscota is a private company. It is classified as venture growth investor backed and is currently operating.
When was Miscota founded?
Miscota was founded in 2011. It employs 11 to 50 people.
Where is Miscota based?
Miscota is headquartered in Barcelona, Spain, in the Europe region.
How does Miscota make money?
One revenue line is on record: product Sales.
Who are Miscota's main competitors?
Direct peers on record are Zooplus, Tiendanimal, Bitiba, Maxi Zoo (Fressnapf) and Kiwoko. Broad incumbents are Pets at Home, Petco and Amazon (Pet Supplies category). Purina (Nestlé) is listed as an others. Petshop.it is listed as a regional player.
Does Miscota have an API?
No public API is recorded for Miscota.
What industry is Miscota in?
Miscota's product category is Pet Supplies Retail. Its primary akta.pro industry code is CRALAHAA, General Pet Supplies Retail (Multi-category), with a secondary code of CRAFAEAJ, Pet Supplies Omnichannel. Its NAICS code is 45991 and its SIC code is 5940.