Key players in the sector

With 82 outlets at present, the Madrid-based chain is the biggest pet supplies chain in Spain. Its stores are located mostly in Catalonia, Madrid and the north-west of the country. The company started out in 2008 by acquiring existing shops; a year later it opened the first store of its own, and since 2012 it has advanced rapidly. 40 of the stores have a retail area of 600 to 1 200 sqm and are sited in retail parks, of which there are around 100 throughout Spain. Veterinary clinics and grooming salons are also integrated into these Kiwoko outlets. A further 35 stores cover 350 to 500 sqm and are situated in shopping malls, which number roughly 500 in Spain. CEO Alvaro Gutierrez told the International Pet Conference that at least 100 stores will be in operation by 2018, targeting sales of over € 100 mio.

Joaquin Navarro and his wife Pepita Fulljames launched their telephone home shopping service for pet food 25 years ago. Now they run eight pet stores in and around Madrid. With an average retail area of approx. 400 m², Telepiensos is one of the bigger players in the market, and its largest store covers 700 m². Only one store, the smallest in the chain at 300 m², is situated in Madrid city centre. The home shopping service still operates and contributes around 15 per cent of the total sales of the Telepiensos Group. Dog and cat food have always been strong sellers, accounting for 75 per cent of sales. Telepiensos also offers its own premium food for dogs and cats under the Dogzilla and Catzilla brands, which are manufactured in Spain. Joaquin Navarro aims for slow, steady growth and believes that 20 Telepiensos stores in the Madrid region is a feasible long-term proposition.

Based in Malaga, the speciality chain is looking to open up to 65 stores across the country by 2018 as well as considering expansion into neighbouring countries France and Portugal, along with Italy. However, that is still some way off, because it currently has 14 stores ranging in size from 100 to 1 600 sqm. These include three in Madrid and three in Malaga, plus outlets in Cordoba, Murcia, Aviles and Castellon among others. Around half of the stores are in shopping malls. The first store opened in 2013 after a big online shop was launched in 2006. Customers still have the option of collecting their online orders from the physical stores. Dog food is the sales driver (60 per cent share of sales…