Maskota
Maskota is a Mexico-based pet retail chain founded in 1995 that operates an e-commerce store and physical retail locations nationwide, selling food, accessories, health products, and supplies for dogs, cats, fish, birds, and small animals across all Mexican states.
- Company typePrivate
- Founded1995
- HeadquartersMexico City, Mexico
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Maskota does
Maskota is a Mexico-based pet retail chain founded in 1995 and headquartered in Mexico City, operating a multi-channel model that combines a Shopify-powered e-commerce storefront at maskota.com.mx with a network of physical stores across Mexico. The company sells a catalog of 1,349 SKUs spanning pet food, accessories, health products, and supplies for dogs, cats, fish, birds, and small mammals, acting as an authorized multi-brand retailer for premium labels (Royal Canin, Hill's, Nupec, Purina Pro Plan, Diamond) and complementing them with private-label lines such as B Life supplements and Saha Can. The technology stack is a standard Shopify e-commerce platform with third-party integrations for payments (Visa, Mastercard, American Express, Shop Pay, Apple Pay, Google Pay) and customer service (WhatsApp via SeedGrow), supported by technology partner 2FTECHNOLOGY SAPI de CV.
The business model is direct-to-consumer, self-serve retail with no enterprise or B2B contracts visible. Customers are individual pet owners across all 32 Mexican states; revenue is generated one-time at point-of-sale, with free shipping offered on orders above 599 MXN and delivery available nationwide. Customer acquisition and retention rely on category breadth, brand authorization, and omnichannel convenience rather than subscription mechanics or contractually recurring revenue. Leadership comprises Diego Cosio as CEO and Jaydeepsinh Vaghela as Founder; the company received institutional backing from Alta Growth Capital in January 2017 and acquired competitor Petsy in July 2018 to consolidate position in the Mexican online pet retail market.
Maskota firmographics
Firmographics- Name
- Maskota
- Legal name
- Maskota
- Website
- https://maskota.com.mx
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Maskota is a Mexico-based pet retail chain founded in 1995 that operates an e-commerce store and physical retail locations nationwide, selling food, accessories, health products, and supplies for dogs, cats, fish, birds, and small animals across all Mexican states.
- Ownership category
- akta.pro rank
Maskota industry classification
Industry- Product category
- Pet Specialty Retail
- NAICS
- Pet and Pet Supplies Retailers (459910)
- SIC
- Retail-Miscellaneous Retail (5900)
- akta.pro primary industry
- Pet Supplies Omnichannel (CRAFAEAJ)
- akta.pro secondary industry
- Animal Health OTC Retail (Parasite Control, Basic Care) (HLAMAIAJ)
Keywords
Where Maskota is headquartered
LocationHeadquarters
- HQ city
- Mexico City
- HQ country
- Mexico
- HQ region
- Latin America
Offices2 records
Markets served
Maskota business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales: One-time product sales of pet food, accessories, health products, and supplies through e-commerce and physical retail stores across Mexico.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Unit pricing for individual products across all categories |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Maskota product offering
Product offeringCore offering
Maskota is a Mexican omnichannel pet specialty retailer that sells pet food, accessories, health and wellness products, and veterinary prescription diets for dogs, cats, fish, birds, small mammals, and reptiles. Products are offered both through an e-commerce site (maskota.com.mx) with nationwide home delivery and through a network of physical stores with in-store pickup. The catalog spans more than 1,349 SKUs from premium brands including Royal Canin, Hill's, Diamond Naturals, Nupec, and Purina Pro Plan.
Product overview
Maskota is a Mexican pet retail chain operating as a comprehensive e-commerce platform (built on Shopify) that offers an extensive portfolio of pet food, accessories, health products, and supplies across multiple pet categories. The core offering consists of dry and wet pet food from major brands (Diamond Naturals, Nupec, Hill's Science Diet, Hill's Prescription Diet, Royal Canin, Pro Plan), complemented by health and wellness products (Bayer/Elanco, MSD Animal Health, B Life supplements, Saha Can), and a wide range of accessories (Fancy Pets, Kong, MPS). Products are organized by pet type (dogs, cats, fish, birds, small species, reptiles) with subcategories for food types, accessories, treats, and health & wellness. The store offers over 1,300 products across brands, with prescription diets, antiparasitic treatments, and general pet supplies forming the key product lines.
Differentiator
Problem solved
Functional benefit
Products and services
- Dog Food (Dry, Wet, Breed-specific, Life-stage) Extensive selection of dry food, wet food, breed-specific formulas, and life-stage formulations for dogs, distributed across brands including Diamond, Diamond Naturals, Nupec, Hill's, Hill's Science Diet, Royal Canin, and Pro Plan. Targeted at Mexican dog owners shopping for everyday and premium canine nutrition through maskota.com.mx and physical stores.
- Cat Food (Dry, Wet, Indoor, Kitten, Prescription) Comprehensive cat food assortment including dry food, wet food, indoor formulas, kitten formulas, and prescription diets from Hill's, Nupec, Pro Plan, Royal Canin, and Fancy Feast. Designed for cat owners seeking everyday and specialized feline nutrition.
- Prescription & Veterinary Diets Veterinary prescription diets for managing specific pet health conditions including kidney disease (Hill's k/d), urinary issues (Hill's c/d, Royal Canin Urinary), digestive problems (Hill's i/d, z/d), skin sensitivities, and weight management, sourced from Hill's Prescription Diet, Royal Canin, and Pro Plan. Intended for pet owners under veterinary guidance managing specific animal health conditions.
- Pet Health & Wellness Products Health and wellness range including antiparasitic collars (Seresto, Scalibor), spot-on treatments (Advantage, Advantix, Fiprocare), nutritional supplements (B Life — Omega Balance, Joint Force, Digestive Prebiotics, Relax & Calm, Skin Support), dermatological products (Vetriderm), and prescription medications from Bayer/Elanco, MSD Animal Health, and Santgar. Served to Mexican pet owners seeking parasite control and wellness support.
- Pet Accessories Wide assortment of accessories including beds, toys, carriers, bowls, collars, leashes, and grooming tools from brands such as Fancy Pets, Kong, Naughty Dog, MPS, and Cool Bao Bao. Intended for dog and cat owners outfitting and enriching their pets.
- Cat Litter & Cleaning Products Cat litter including clay, clumping, and natural options from Cat's Best, Odour Lock, Fresh Step, and Nature's Miracle, along with odor neutralizers and cleaning supplies. Designed for cat owners managing litter and household hygiene.
- Pet Treats & Rewards Treats and training rewards for dogs and cats including dental treats (Dentalife, Whimzees), jerky treats (Beggin, Barkys), and specialty treats from Nupec, Mitz Meals, and Punto Mexicano. Targeted at pet owners training and rewarding their pets.
- Fish Food & Aquarium Supplies Fish food products including tropical flakes, Betta pellets, gel food, and aquarium supplies from Tetra, Wardley, and Grupo Acuario Lomas. Served to aquarium and fish tank owners across Mexico.
- Bird Food & Bird Supplies Bird food including seed mixes for parrots, canaries, finches, macaws, and small birds, plus hand-feeding formulas from Kaytee, Mazuri, and Redkite. Targeted at bird owners including parrot, canary, finch, and hummingbird enthusiasts.
- Small Mammal & Reptile Supplies Food and accessories for small mammals and reptiles including Timothy hay, specialized diets, and habitat supplies. Intended for owners of rodents, rabbits, reptiles, and other small pets.
Companies that use Maskota
Customer profileSegments5 records
Ideal customer profiles1 record
Maskota technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Maskota partnerships and signals
Strategic signalScale indicators3 records
Recent moves4 records
Expansion highlights4 records
Maskota competitors and assessment
Company assessmentRegional players
- Petz: Petz is a large Brazilian omnichannel pet retailer selling food, accessories, and other pet-care products through stores and online channels. It is a strong regional analogue to Maskota's multi-format pet-supplies model.
- Petlove: Petlove is a Brazil-focused online pet retail and services platform offering food, accessories, and recurring pet-care products. It is comparable to Maskota's digitally led assortment, although it has a more marketplace- and service-oriented proposition.
- Pets at Home: Pets at Home operates a scaled omnichannel pet-care model in the UK, including food, accessories, veterinary services, grooming, and physical stores with online ordering. It is comparable to Maskota's combination of retail, fulfillment, and pet-care services.
- Fressnapf: Fressnapf is a European omnichannel pet retailer with a broad food, accessory, and care assortment distributed through stores and online channels. Its product breadth and physical-plus-digital footprint are closely comparable to Maskota's.
- Pet Valu: Pet Valu is a Canadian specialty pet retailer with physical stores and e-commerce focused on food, treats, accessories, and pet-care supplies. It provides a useful comparable for Maskota's vertical assortment and store-based pickup proposition.
- Pet Food Express: Pet Food Express is a regional US omnichannel pet retailer offering food, accessories, and supplies through stores and online ordering. Its neighborhood-store plus digital model is more directly comparable to Maskota than a pure marketplace.
Broad incumbents
- Petco: Petco is an established US omnichannel specialty pet retailer with physical stores, e-commerce, grooming, and broader pet services. It overlaps with Maskota in food, supplies, health products, and online fulfillment but operates at substantially greater scale.
- PetSmart: PetSmart is a large US omnichannel pet retailer combining stores, online shopping, grooming, and pet services. Its broad product assortment and store-and-digital model make it a relevant scale and category benchmark for Maskota.
- Chewy: Chewy is a large US online-first retailer specializing in pet food, treats, pharmacy, and supplies. It is relevant as a digital and replenishment benchmark for Maskota, although it does not have Maskota's physical-store pickup network.
- Amazon: Amazon carries pet food, treats, accessories, and health-related products through its marketplace and fulfillment network. It is an important broad incumbent comparator for Maskota's online assortment and home-delivery proposition, despite not specializing in pet retail.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Maskota social profiles
Digital presenceMaskota financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maskota leadership team
Management profileNumber of profiles
Profiles2 records
Maskota funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maskota M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Maskota
What does Maskota do?
Maskota is a Mexican omnichannel pet specialty retailer that sells pet food, accessories, health and wellness products, and veterinary prescription diets for dogs, cats, fish, birds, small mammals, and reptiles. Products are offered both through an e-commerce site (maskota.com.mx) with nationwide home delivery and through a network of physical stores with in-store pickup. The catalog spans more than 1,349 SKUs from premium brands including Royal Canin, Hill's, Diamond Naturals, Nupec, and Purina Pro Plan.
Is Maskota a public or private company?
Maskota is a private company. It is classified as venture growth investor backed and is currently operating.
When was Maskota founded?
Maskota was founded in 1995. It employs 5,001 to 10,000 people.
Where is Maskota based?
Maskota is headquartered in Mexico City, Mexico, in the Latin America region.
How does Maskota make money?
One revenue line is on record: product Sales.
Who are Maskota's main competitors?
Regional players on record are Petz, Petlove, Pets at Home, Fressnapf, Pet Valu and Pet Food Express. Broad incumbents are Petco, PetSmart, Chewy and Amazon.
Does Maskota have an API?
No public API is recorded for Maskota.
What industry is Maskota in?
Maskota's product category is Pet Specialty Retail. Its primary akta.pro industry code is CRAFAEAJ, Pet Supplies Omnichannel, with a secondary code of HLAMAIAJ, Animal Health OTC Retail (Parasite Control, Basic Care). Its NAICS code is 459910 and its SIC code is 5900.