Tiendanimal Brand Guidelines: A 2006 Málaga Web Shop, Its Stores and the IskayPet Group

A web shop first, a chain of stores later.

Tiendanimal began online. The company was founded in Málaga in 2006 by Jorge Goldberg and José Antonio Alarcón, the Spanish retail magazine Distribución Actualidad reported in January 2020, and the private-equity news site Webcapitalriesgo gave the same founding year, city and founders in its report of the same month. The name is plain Spanish — literally “animal shop” — and it worked as a web address before it ever went over a shop door.

For its first years Tiendanimal sold food, accessories and care products for pets through its website alone. In 2012 it opened its first physical store, in Málaga, according to Webcapitalriesgo and the Spanish trade site Ecommerce News, both writing in January 2020. From then on it ran shop and site side by side, an approach the Spanish trade press describes as omnichannel. By early 2020, Webcapitalriesgo reported, the online business served about 1.2 million customers in Spain, Portugal, France and Italy, while the shops were concentrated in Spain and Portugal.

Investors backed that growth. Ecommerce News reports that the private-equity firm Miura Private Equity bought into Tiendanimal in 2014 and then supported an expansion plan built on both the website and the stores. By January 2020 the chain had 65 points of sale in Spain and Portugal, along with 15 veterinary clinics and 18 smaller consulting rooms, Ecommerce News and Webcapitalriesgo reported; Distribución Actualidad, in the same month, put the number of physical shops at more than fifty.

The brand’s visual identity is not documented in independent sources: the company does not publish a typeface or colour specification, and the tones in this guide are our own.

Emefin, Kiwoko and the IskayPet name.

In January 2020 the ownership of Tiendanimal changed. Emefin, the investment company of the Peruvian Mulder family, agreed to buy the business from its investors, led by Miura Private Equity, Webcapitalriesgo reported on 16 January 2020, citing the Spanish financial daily Cinco Días. Only weeks earlier Emefin had bought control of Kiwoko, another Spanish pet-store chain, by acquiring 80 per cent of its owner, Kipenzi, Distribución Actualidad reported. The deal needed approval from Spain’s competition authority, the Comisión Nacional de los Mercados y la Competencia. The authority’s public file shows the notification was received on 17 January 2020 and that its council authorised the acquisition in the first phase on 20 February 2020.

Ecommerce News reported in January 2020 that Kiwoko and Tiendanimal would keep their own brands and separate stores, sharing only a main shareholder, and the two have traded under separate names since. The parent took the name Grupo IskayPet; Distribución Actualidad explained in March 2022 that “Iskay” means “the union of two” in Quechua, a nod to the two chains that formed it in 2020. In the same article the magazine reported that IskayPet had bought Ornimundo, a Portuguese pet chain with 32 stores, and that a new Tiendanimal store in the Espacio León shopping centre was the brand’s 72nd in Spain. With Ornimundo, the magazine said, the group counted 260 stores, 71 veterinary clinics, 130 grooming salons and about 3,000 staff across Spain and Portugal.

The Spanish retail magazine infoRETAIL, using its own Retail Data figures for the end of 2024, counted 98 Tiendanimal points of sale in Spain in January 2025, beside 159 Kiwoko stores. On 1 April 2025 infoRETAIL reported that the chain had reached 100 stores in Spain with new openings in Mataró, near Barcelona, and Valdepeñas, in Ciudad Real; the company gave a total of more than 127 stores across Spain and Portugal, 17 Clinicanimal clinics and 79 grooming salons, which it calls Salones de Belleza.

Shopfronts, owners and formats.

Pet-store chains present themselves above all through the shopfront: a sign that has to read from a retail park, a high street or a shopping-centre corridor, and a logo repeated on loyalty cards, carrier bags, delivery apps and, increasingly, shop-in-shops inside other retailers. For chains that began online, the website and the app do the work of the sign. Tiendanimal, for example, started as an online shop in Málaga in 2006 and opened its first physical store there in 2012, according to Spanish trade press.

Ownership shapes these brands as much as design does. Many chains have passed from their founders to private-equity investors, family offices or larger retail groups, and some now sit beside former rivals under one parent. Arcaplanet, founded in Liguria in 1995, passed through several investors before the German Fressnapf group completed its takeover in December 2024, RetailDetail reported; in Spain, Tiendanimal and Kiwoko have shared an owner, the Peruvian Mulder family’s Emefin, since 2020, and trade under the IskayPet group name. Corporate pages on founders and owners are often the plainest record of these changes, and this guide states each owner with a date.

Store formats vary widely: large out-of-town units, small city shops, grooming salons, clinics run under separate names, and corners inside DIY or farm-supply stores. Networks change quickly, so every store or country count in these guides is given with its date and its source. Own-label ranges, mascots and loyalty schemes are named only as the companies name them.

The chains and online retailers in this group come from Europe, Asia, Latin America and Australia. Each guide sets out what can be checked — who founded the business, who owns it now and how its network is published — and marks plainly what rests only on the company’s own word. The colours and type in each guide are our unofficial interpretation, not the companies’ own.

One of two chains under IskayPet.

Inside IskayPet, Tiendanimal is one of several names. The group’s June 2024 figures, reported by the Spanish trade magazine Interempresas, listed 187 Kiwoko stores and 113 Tiendanimal stores across Spain and Portugal, with the Kivet and Clinicanimal clinic brands and two grooming names alongside them. Kiwoko and Tiendanimal keep separate signs, websites and store networks, so the group’s identity sits mostly in corporate pages rather than on the high street.

Tiendanimal has also taken its name into other people’s spaces. In December 2025 infoRETAIL reported that Kiwoko and Tiendanimal had joined the Uber Eats delivery platform, putting 190 stores between the two brands on the app, with a catalogue of more than 5,000 products and coverage in cities including Madrid, Barcelona, Valencia, Seville and Málaga. In January 2026 the Andalusian food and farm cooperative Covap opened a new AgroCovap farm-supply store in Andújar, in the province of Jaén, with an area for companion animals operated together with Tiendanimal, infoRETAIL reported on 16 January 2026. That store, of more than 2,000 square metres, is aimed mainly at livestock farmers; the Tiendanimal section widens its range to household pets.

The pattern has stayed the one set in 2012: a website and a network of stores under the same name, with clinics and grooming salons added in some locations under their own brand names, Clinicanimal and Salones de Belleza.

For a design guide, Tiendanimal shows how a name chosen for a website can carry over to shop signs, delivery apps and corners inside other retailers. Compare Kiwoko, its sister chain in the IskayPet group, and Zooplus, a pet retailer that has stayed online. For this guide we use terracotta, deep olive and sand with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Tiendanimal’s identity on hand — save it to a board in the Made Good inspiration library.