Maskota

Maskota, founded in 1994 by brothers Murry and Isaac Tawil, became a leading pet retail chain in Mexico. The business idea originated when Murry gifted his brother Isaac a fish tank, sparking a shared interest that led them to breed and sell fish from their room. They identified a gap in the market, which was dominated by small veterinary clinics offering pet supplies as a secondary business, and created a specialized store format that hadn't existed in Mexico before.

Operating under the name +Kota, the company grew to over 300 stores across the country, offering a wide range of products like food, accessories, and medicine, as well as services such as grooming. The company's business model focused on being a one-stop shop for pet owners, providing everything needed to care for their pets. At its peak, the retailer offered over 10,000 different products. In a move to strengthen its digital presence and create an omnichannel experience, Maskota acquired the Mexican e-commerce startup Petsy in 2018.

However, the company faced significant challenges, including public backlash and legal proceedings following incidents of animal mistreatment captured on video, which severely damaged its reputation. In 2015, the company agreed to stop selling a large number of at-risk and invasive exotic species. Increased competition from international players like Petco, the rise of online retailers, and the economic impact of the COVID-19 pandemic further strained the company's finances. After defaulting on payments to suppliers and failing to reach an agreement with creditors, the parent company, Comercializadora Latinoamericana Kitsi, was declared bankrupt in July 2023.

Keywords: pet retail, specialty stores, pet supplies, animal care, Mexico, e-commerce, grooming services, brand reputation, bankruptcy, retail chain