MadeiraMadeira
MadeiraMadeira is Brazil's largest e-commerce furniture retailer, operating a hybrid omnichannel platform that combines a national online marketplace with 55 physical Guide Shop showrooms, serving Brazilian consumers across all furniture, decor, and home-renovation categories via direct sales and a third-party marketplace.
- Company typePrivate
- Founded2009
- HeadquartersCuritiba, Brazil
- Headcount1,001–5,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What MadeiraMadeira does
MadeiraMadeira is Brazil's largest e-commerce furniture retailer, founded in 2009 and headquartered in Curitiba. The company operates a hybrid omnichannel model that combines a national e-commerce platform (madeiramadeira.com.br), a native mobile app, a WhatsApp commerce channel, phone-based televendas, and 55 physical Guide Shop showrooms distributed across Brazilian states including São Paulo (35), Paraná (6), Minas Gerais (4), Santa Catarina (3), Rio Grande do Sul (2), Bahia (2), Distrito Federal (2), Rio de Janeiro (1), and Goiás (1). The platform offers furniture and home goods across bedroom, living room, dining, kitchen, office, children's, bathroom, outdoor, and home-renovation categories, plus custom built-in furniture (Móveis Planejados) and ancillary services such as delivery, installation, and assembly. Proprietary private-label brands include Madeira Originals and CabeCasa, while a third-party seller marketplace (Venda na Madeira) extends catalog depth. The underlying technology stack is a standard e-commerce platform augmented by Google/Apple SSO, fraud protection (Castle), bot mitigation (hCaptcha), and a customer-facing cashback loyalty program; no proprietary AI/ML capabilities are publicly disclosed.
The company monetizes through two primary streams: (1) direct one-time product sales of first-party inventory (including private-label goods) via both online and in-store channels, and (2) recurring marketplace commissions from third-party sellers on Venda na Madeira. Pricing spans from budget items under R$100 to premium private-label wardrobes exceeding R$10,000, with installment plans up to 10x interest-free, percentage and fixed-value promotional coupons (e.g., 15% off, R$50 off R$500+, R$100 off R$1,000+), and tiered cashback rewards that are higher in the mobile app. Go-to-market is predominantly product-led and direct-to-consumer, targeting Brazilian homeowners and families across all income brackets and all room types, with horizontal segmentation rather than vertical specialization. The customer base is fragmented long-tail consumer traffic — no named enterprise customers or B2B anchors appear in the data.
MadeiraMadeira achieved unicorn status in 2021, backed by SoftBank's Latin America Fund, Kaszek Ventures, General Atlantic, Monashees, and Flybridge, having raised approximately $338 million in cumulative disclosed funding across nine rounds since 2012. The company has pursued an acquisition-led expansion strategy, completing at least three deals: iTrack Brasil (June 2021, logistics/technology), the Brazilian operations of IguanaFix (April 2022, furniture assembly services), and Casatema (August 2022, themed children's furniture) — the latter being described as the largest acquisition in company history. Headcount is reported in the 1,001–5,000 range, and operations are entirely domestic within Brazil.
MadeiraMadeira firmographics
Firmographics- Name
- MadeiraMadeira
- Legal name
- MadeiraMadeira Comércio Eletrônico S/A
- Website
- https://madeiramadeira.com.br
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- MadeiraMadeira is Brazil's largest e-commerce furniture retailer, operating a hybrid omnichannel platform that combines a national online marketplace with 55 physical Guide Shop showrooms, serving Brazilian consumers across all furniture, decor, and home-renovation categories via direct sales and a third-party marketplace.
- Ownership category
- akta.pro rank
MadeiraMadeira industry classification
Industry- Product category
- Online Furniture Retail
- NAICS
- Furniture Retailers (449110), Furniture and Home Furnishings Retailers (4491)
- SIC
- Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Home, Furniture & Decor Marketplaces (CRAFABAC)
- akta.pro secondary industry
- Home, Furniture & Decor DTC (CRAFACAE)
Keywords
Where MadeiraMadeira is headquartered
LocationHeadquarters
- HQ city
- Curitiba
- HQ country
- Brazil
- HQ region
- Latin America
Offices6 records
Markets served
MadeiraMadeira business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Direct Product Sales: One-time transaction revenue from selling furniture and home goods directly to consumers through e-commerce platform and physical Guide Shops. Includes private label products under Madeira Originals and CabeCasa brands.
- Marketplace Commission: Third-party sellers (Venda na Madeira marketplace) pay commission fees for sales facilitated through the platform, generating recurring marketplace transaction revenue
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard product pricing with promotional coupons |
| Subscription | Pay-as-you-go | App-exclusive pricing and cashback |
| Unit Pricing | Pay-as-you-go | Madeira Originals premium line |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels5 records
MadeiraMadeira product offering
Product offeringCore offering
MadeiraMadeira operates Brazil's largest e-commerce furniture and home goods marketplace, selling furniture, decor, and home renovation materials directly to consumers through its website, mobile app, WhatsApp channel, and 55 physical Guide Shop showrooms nationwide. The platform combines direct retail of its own private-label brands (Madeira Originals, CabeCasa) with a third-party seller marketplace (Venda na Madeira) and offers custom furniture planning plus assembly and installation services.
Product overview
MadeiraMadeira is Brazil's largest e-commerce furniture retailer, operating as a multi-channel platform combining an online marketplace with 55 physical Guide Shops across the country. The company offers a diverse portfolio of furniture and home decor products organized across key categories including Bedroom, Living Room, Dining Room, Kitchen, Office, Children's Room, Bathroom, and Outdoor Area. The platform includes proprietary private label products under the Madeira Originals brand (CabeCasa MadeiraOriginals), custom furniture planning services (Móveis Planejados), a marketplace for third-party sellers (Venda na Madeira), a mobile app with exclusive offers, a cashback loyalty program, and furniture assembly services. The company has expanded through acquisitions including Casatema (children's furniture) and IguanaFix (furniture assembly services).
Differentiator
Problem solved
Functional benefit
Brands
- Madeira Originals: Private label brand offering exclusive furniture products under the Madeira Originals label.
- CabeCasa
Products and services
- MadeiraMadeira E-commerce Platform Brazil's largest e-commerce furniture retailer platform, selling furniture and home decor products directly to consumers across multiple categories with nationwide delivery.
- Madeira Originals (Private Label) Private-label furniture brand offering exclusive products including wardrobes, beds, sofas, TV racks, and office furniture under the CabeCasa MadeiraOriginals label.
- Móveis Planejados (Custom Furniture) Custom-built, made-to-order furniture planning service allowing customers to design furniture pieces tailored to their specific room dimensions and space requirements.
- Serviços (Assembly, Delivery, Installation) Post-purchase services including furniture assembly, home delivery, and installation services for purchased furniture products.
- Guide Shops (Physical Stores) 55 physical Guide Shop showrooms across Brazil where customers can experience products in-person, receive consultation, and place orders for home delivery fulfillment.
- MadeiraMadeira Mobile App Native mobile application providing exclusive discounts, special coupons, differentiated cashback rates, and early access to sales campaigns unavailable on other channels.
- Venda na Madeira (Marketplace) Third-party seller marketplace enabling external vendors to reach MadeiraMadeira customers by listing furniture and home products on the platform in exchange for commission fees.
- Cashback Program Cashback reward program that returns a percentage of purchase value to customers for use on future MadeiraMadeira transactions.
Quantifiable outcome
- Third acquisition (Casatema) significantly increased market share in children's furniture niche
- +1 more outcomes
Companies that use MadeiraMadeira
Customer profileSegments4 records
Ideal customer profiles3 records
MadeiraMadeira technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
MadeiraMadeira partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- CasatemacoreMadeiraMadeira acquired Casatema, an online retailer specializing in themed furniture for children and teens. This was MadeiraMadeira's third acquisition and the largest in its history, significantly expanding its market share in the children's furniture niche. The acquisition supports MadeiraMadeira's private label strategy and plans to maintain the Casatema brand and its team.
- IguanaFixcoreMadeiraMadeira acquired the Brazilian operations of IguanaFix, a startup providing furniture assembly services. The service was tested in São Paulo stores where it was hired 1,000 times during the trial period, indicating high customer satisfaction and scalability. This acquisition expands MadeiraMadeira's service offerings in Brazil by providing professional furniture assembly.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
MadeiraMadeira competitors and assessment
Company assessmentBroad incumbents
- Mercado Livre: Latin America's largest horizontal marketplace; while not specialized in furniture, its category expansion and Mercado Envios logistics compete directly with MadeiraMadeira for online furniture demand in Brazil.
- Via Varejo (Casas Bahia / Ponto): Major Brazilian retail group (Casas Bahia, Ponto) selling furniture, electronics, and home goods with growing e-commerce and marketplace capabilities; overlaps significantly with MadeiraMadeira's home category.
- Leroy Merlin: French home improvement and furniture giant with strong Brazilian retail footprint; competes with MadeiraMadeira in home renovation materials, kitchen, bathroom, and adjacent furniture categories.
Direct peers
- Westwing: Brazilian operation of Westwing Group, a curated online home and furniture club with private label; competes with MadeiraMadeira in the design-forward segment of online furniture.
- Wayfair: Global pure-play online furniture and home goods retailer; international benchmark for MadeiraMadeira's e-commerce furniture model, drop-ship logistics, and large-assortment marketplace strategy.
- Magazine Luiza (Magalu): Largest Brazilian omni-channel retailer with significant furniture, home, and electronics assortment; competes directly with MadeiraMadeira for online furniture share and uses a hybrid marketplace + 1P model similar to MadeiraMadeira's structure.
- Tok&Stok: Long-standing Brazilian specialty furniture retailer with physical showrooms and growing e-commerce; competes with MadeiraMadeira in mid-to-premium furniture across similar urban demographics.
- Mobly: Brazilian pure-play online furniture and home decor retailer; closest 1:1 e-commerce furniture competitor in Brazil with comparable assortment, pricing, and target customer.
- IKEA: Global flat-pack furniture retailer with growing physical and online presence in Brazil; targets budget-conscious home furnishers with similar assortment to MadeiraMadeira's entry-level tiers.
Regional players
- Quero-Quero: Brazilian home improvement and building materials retailer with strong presence in the South region (overlapping with MadeiraMadeira's Paraná HQ region); overlaps in furniture, doors, and renovation materials.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
MadeiraMadeira social profiles
Digital presenceMadeiraMadeira financial estimates
Financial estimateRevenue estimate
Valuation estimate
MadeiraMadeira leadership team
Management profileNumber of profiles
Profiles8 records
MadeiraMadeira subsidiaries and ownership
Company hierarchySubsidiaries2 records
MadeiraMadeira funding detail
Funding detailFunding overview
Funding rounds9 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MadeiraMadeira M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MadeiraMadeira
What does MadeiraMadeira do?
MadeiraMadeira operates Brazil's largest e-commerce furniture and home goods marketplace, selling furniture, decor, and home renovation materials directly to consumers through its website, mobile app, WhatsApp channel, and 55 physical Guide Shop showrooms nationwide. The platform combines direct retail of its own private-label brands (Madeira Originals, CabeCasa) with a third-party seller marketplace (Venda na Madeira) and offers custom furniture planning plus assembly and installation services.
Is MadeiraMadeira a public or private company?
MadeiraMadeira is a private company. It is classified as venture growth investor backed and is currently operating.
When was MadeiraMadeira founded?
MadeiraMadeira was founded in 2009. It employs 1,001 to 5,000 people.
Where is MadeiraMadeira based?
MadeiraMadeira is headquartered in Curitiba, Brazil, in the Latin America region.
How does MadeiraMadeira make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are marketplace Commission.
Who are MadeiraMadeira's main competitors?
Broad incumbents on record are Mercado Livre, Via Varejo (Casas Bahia / Ponto) and Leroy Merlin. Direct peers are Westwing, Wayfair, Magazine Luiza (Magalu), Tok&Stok, Mobly and IKEA. Quero-Quero is listed as a regional player.
Does MadeiraMadeira have an API?
No public API is recorded for MadeiraMadeira.
What industry is MadeiraMadeira in?
MadeiraMadeira's product category is Online Furniture Retail. Its primary akta.pro industry code is CRAFABAC, Home, Furniture & Decor Marketplaces, with a secondary code of CRAFACAE, Home, Furniture & Decor DTC. Its NAICS code is 449110 and its SIC code is 5712.