Midea do Brasil
Midea do Brasil is a Cotia, Brazil-based regional operating entity (51-100 employees) of the global Midea appliance brand, distributing household electronic appliances including major appliances, cooling and heating equipment, and small kitchen appliances to residential consumers through retail and e-commerce channels.
- Company typePrivate
- Founded1968
- HeadquartersCotia, Brazil
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Midea do Brasil does
Business model is a consumer hardware-sales model with revenue generated through one-time appliance unit sales distributed across a multi-channel network: direct-to-consumer e-commerce on midea.com (free shipping on all orders, no minimum purchase, backed by Shopify as the platform technology partner), authorized-dealer relationships with Home Depot, Lowe's, Costco, Walmart, Target, Amazon, Wayfair and other major US retailers, and additional authorized dealers (NFM, Menards, BrandSmart, ABC Warehouse, Electronic Express, Grand Appliance, PC Richard, BJs). Pricing is unit-based across categories, with examples ranging from $79.99 (HeatXpress 5.5 qt air fryer oven) to $99.99 (HeatXpress 7.8 qt air fryer oven) for small kitchen appliances and full major-appliance pricing for refrigerators and laundry. Select products carry a 2-year warranty, and qualifying models hold Energy Star certification. The customer base is primarily residential homeowners with a secondary use-case segment in garage and utility applications; no enterprise or B2B customer relationships are disclosed in the source material. Operational contact and warranty infrastructure is anchored through Midea America Corp. in Parsippany, NJ, indicating that the US subsidiary handles market-facing functions while the Brazil entity operates the local-market presence.
Midea do Brasil firmographics
Firmographics- Name
- Midea do Brasil
- Legal name
- Midea America Corp.
- Website
- https://midea.com
- Company type
- Private
- Founded year
- 1968
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Midea do Brasil is a Cotia, Brazil-based regional operating entity (51-100 employees) of the global Midea appliance brand, distributing household electronic appliances including major appliances, cooling and heating equipment, and small kitchen appliances to residential consumers through retail and e-commerce channels.
- Ownership category
- akta.pro rank
Midea do Brasil industry classification
Industry- Product category
- Home Appliances
- NAICS
- Household Appliance Manufacturing (3352), Major Household Appliance Manufacturing (33522), Small Electrical Appliance Manufacturing (335210), Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341), Electronics and Appliance Retailers (4492)
- SIC
- Household Appliances (3630), Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585), Electric Housewares & Fans (3634)
- akta.pro primary industry
- Big-Box Electronics + Small Appliances Retail (CRACAAAC)
- akta.pro secondary industries
- Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves) (CRACACAA), Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers) (CRACACAB), HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers) (CRACACAE), Food Prep Appliances Retail (Blenders, Mixers, Processors) (CRACADAD), Coffee, Espresso & Tea Appliances Retail (CRACADAC)
Keywords
Where Midea do Brasil is headquartered
LocationHeadquarters
- HQ city
- Cotia
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Midea do Brasil business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Home Appliance Sales: One-time hardware sales of home appliances including refrigerators, air conditioners, air fryers, microwaves, dishwashers, washers, dryers, and other home comfort products through direct-to-consumer e-commerce and retail distribution channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Midea HeatXpress™ 5.5 qt. 9-in-1 Air Fryer Oven |
| Unit Pricing | Pay-as-you-go | Midea HeatXpress™ 7.8 qt. 8-in-1 Air Fryer Oven |
| One time/ perpetual license | Pay-as-you-go | 2-Year Warranty |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels4 records
Midea do Brasil product offering
Product offeringCore offering
Midea do Brasil manufactures and distributes a broad line of household electronic appliances, including air conditioners, refrigerators, freezers, dishwashers, ranges, microwaves, laundry equipment, water heaters, range hoods, and small kitchen appliances such as air fryers, pressure cookers, stand mixers, espresso machines, and ice makers. The company sells these products to consumers through its own e-commerce storefront and through authorized retail and marketplace partners, with select models offering smart connectivity via the MSmartHome mobile application.
Product overview
Midea offers a comprehensive portfolio of home appliances and smart solutions organized into major appliances (refrigerators, freezers, dishwashers, ranges, microwaves, laundry, water heaters, range hoods) and small kitchen appliances (air fryers, toaster ovens, pressure cookers, stand mixers, espresso machines, ice makers). The product ecosystem includes air conditioning solutions (window ACs, portable ACs, dehumidifiers) for cooling and heating. Smart home connectivity is enabled through the MSmartHome mobile application, allowing remote control and monitoring of compatible appliances. Products are distributed through major retail channels including Amazon, Home Depot, Lowe's, Costco, Walmart, and Target. The 2-year warranty backs select products, with ENERGY STAR certification available on qualifying models.
Differentiator
Problem solved
Functional benefit
Brands
- MSmartHome: Mobile application for smart home control and connectivity with Midea appliances.
- Flexify
- HeatXpress
- WideMax
Products and services
- Window Air Conditioners Window-mounted air conditioners available in multiple BTU capacities (5,000-12,000 BTU) for spaces up to 350-550 sq. ft., featuring U-shaped design, inverter technology, remote control, DOE compliance, and Wi-Fi enabled models.
- Portable Air Conditioners Freestanding portable air conditioners with self-evaporative technology, remote control, and multiple cooling modes for rooms without window installation options.
- Dehumidifiers Smart dehumidifiers including the Smart Access series with Wi-Fi connectivity, providing moisture removal for basements, laundry rooms, and humid spaces with capacities up to 22 pints.
- Refrigerators Full line of refrigerators including French Door (up to 32 cu. ft.), Top Freezer, Bottom Freezer, Side-by-Side configurations, and compact refrigerators with features like auto-fill water pitchers and dual icemakers.
- Freezers Chest freezers, upright freezers, and convertible freezers, including the 50/50 Flex 3-Way Convertible Freezer (20 cu. ft.) that operates as all-freezer, all-fridge, or split configuration, with garage-ready capability.
- Dishwashers Built-in dishwashers with features including sanitize mode (156.2°F), high-temp wash, heated dry, extended dry, quiet operation (45dBA), and adjustable racks for various load sizes.
- Ranges Electric ranges including slide-in and freestanding models with self-clean and steam clean features, convection cooking, and various burner configurations.
- Microwaves Countertop, over-the-range, and drawer microwaves ranging from 0.7 to 1.2 cu. ft. with flatbed designs, 1,000W power, and easy-to-clean interiors.
- Laundry (Washers and Dryers) Front load and top load washers with multiple wash modes, as well as gas and electric dryers, including washer-dryer combos for space-constrained installations.
- Water Heaters Water heating solutions including electric tank water heaters, gas tankless water heaters, and electric tankless water heaters for residential applications.
- Range Hoods Under cabinet and wall-mounted range hoods in various sizes and finishes to match kitchen aesthetics and provide ventilation for cooking appliances.
- Air Fryers (HeatXpress and Flexify lines) Air fryer ovens in multiple capacities (5.5 qt, 7.8 qt, 11 qt dual-zone, 26.4 qt French Door) featuring HeatXpress multi-directional airflow convection technology, multiple preset cooking programs, smart app connectivity, and dishwasher-safe components.
- Pressure Cookers (WideMax) Electric pressure cooker with 13 preset cooking programs, one-touch fast pressure release, smooth-open lid, flat-bottom pot design for even heating, and dishwasher-safe inner pot.
- Stand Mixers Countertop stand mixers with modern design available in multiple colors (black, white, pink), suitable for baking, cookie making, and bread preparation.
- Espresso Machines 10-in-1 fully automatic espresso machines with built-in grinder, milk frother, multiple drink options (espresso, cappuccino, latte, macchiato), adjustable settings, and descaling reminders.
- Ice Makers Portable ice makers for producing ice cubes in various settings, complementing the refrigeration and beverage cooling product lines.
- Beverage Cooler 24-inch beverage cooler with 185-can capacity, suitable for under-bar installation or standalone use, designed for game day and entertainment storage needs.
Quantifiable outcome
- Free shipping on all orders with no minimum purchase required
- +2 more outcomes
Companies that use Midea do Brasil
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Midea do Brasil technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Midea do Brasil partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Home DepotcoreHome Depot serves as an authorized dealer for Midea products, offering authentic appliances with complete warranty support and expert customer service.
- Lowe'scoreLowe's is an authorized dealer partner providing Midea home appliances with full manufacturer warranty and professional support.
- AmazoncoreAmazon serves as an authorized online marketplace for Midea products, ensuring authentic inventory and customer support.
- CostcocoreCostco warehouse clubs offer Midea appliances as an authorized dealer with member benefits and warranty support.
- WalmartcoreWalmart is an authorized retailer for Midea home appliances providing accessible retail distribution.
- TargetcoreTarget serves as an authorized dealer for Midea products in their retail locations and online platform.
- WayfaircoreWayfair is an authorized online retailer for Midea home appliances and furniture.
Scale indicators2 records
Recent moves6 records
Expansion highlights3 records
Midea do Brasil competitors and assessment
Company assessmentDirect peers
- Whirlpool Corporation: One of the world's largest home appliance manufacturers offering refrigerators, dishwashers, ranges, washers, dryers, and small kitchen appliances under brands like Whirlpool, KitchenAid, and Maytag. Directly comparable across Midea do Brasil's major appliance categories with similar mass-market retail distribution.
- GE Appliances (a Haier company): Major US appliance manufacturer producing refrigerators, dishwashers, ranges, microwaves, washers, dryers, and air conditioners sold through Home Depot, Lowe's, Best Buy, and independent retailers. Closely comparable product breadth and channel strategy, with Haier parent structure similar to Midea's.
- LG Electronics Home Appliances: Global appliance manufacturer with a strong US presence offering refrigerators, washers, dryers, dishwashers, ranges, microwaves, air conditioners, and dehumidifiers. Comparable across Midea's full major and small appliance portfolio with overlapping smart home (LG ThinQ) and inverter technology positioning.
- Samsung Home Appliances: Competes directly in refrigerators, washers, dryers, dishwashers, ranges, microwaves, air conditioners, and vacuum cleaners sold through Home Depot, Lowe's, Best Buy, and Amazon. Comparable brand-positioning trajectory as a non-US-headquartered incumbent scaling in the American market.
- Haier Smart Home: China-headquartered global appliance manufacturer and parent of GE Appliances, offering refrigerators, washing machines, air conditioners, and small kitchen appliances. Closest structural peer given Chinese parentage, broad product portfolio, and global retail distribution ambitions.
- Electrolux: Swedish appliance manufacturer with brands including Frigidaire and Electrolux selling refrigerators, dishwashers, ranges, washers, dryers, and air conditioners across the Americas. Comparable product breadth and mass-market retail distribution model.
- Bosch Home Appliances (BSH): Premium appliance manufacturer offering dishwashers, refrigerators, ranges, washers, dryers, and small kitchen appliances. Comparable across major categories with stronger premium positioning, providing a benchmark for Midea do Brasil's mid-tier value proposition.
- Hamilton Beach Brands: US-based small kitchen appliance specialist offering air fryers, toaster ovens, mixers, coffee makers, and other countertop products. Directly comparable to Midea do Brasil's small kitchen appliance portfolio with similar mass-market retail distribution.
- Breville Group: Premium small kitchen appliance manufacturer specializing in air fryers, toaster ovens, espresso machines, mixers, and pressure cookers. Comparable across Midea's small kitchen appliance lines (HeatXpress air fryers, espresso machines, WideMax pressure cookers) with a contrasting premium-positioning strategy.
- Sharp Home Electronics: Japanese-origin appliance manufacturer with US presence offering microwaves, air conditioners, refrigerators, and small kitchen appliances. Comparable across select overlapping categories, particularly microwaves and HVAC, with similar mid-market positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Midea do Brasil social profiles
Digital presenceMidea do Brasil compliance and trust
Trust signalCompliance2 records
Midea do Brasil financial estimates
Financial estimateRevenue estimate
Valuation estimate
Midea do Brasil leadership team
Management profileNumber of profiles
Midea do Brasil funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Midea do Brasil M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Midea do Brasil
What does Midea do Brasil do?
Midea do Brasil manufactures and distributes a broad line of household electronic appliances, including air conditioners, refrigerators, freezers, dishwashers, ranges, microwaves, laundry equipment, water heaters, range hoods, and small kitchen appliances such as air fryers, pressure cookers, stand mixers, espresso machines, and ice makers. The company sells these products to consumers through its own e-commerce storefront and through authorized retail and marketplace partners, with select models offering smart connectivity via the MSmartHome mobile application.
Is Midea do Brasil a public or private company?
Midea do Brasil is a private company. It is classified as corporate owned and is currently operating.
When was Midea do Brasil founded?
Midea do Brasil was founded in 1968. It employs 51 to 100 people.
Where is Midea do Brasil based?
Midea do Brasil is headquartered in Cotia, Brazil, in the Latin America region.
How does Midea do Brasil make money?
One revenue line is on record: home Appliance Sales.
Who are Midea do Brasil's main competitors?
Direct peers on record are Whirlpool Corporation, GE Appliances (a Haier company), LG Electronics Home Appliances, Samsung Home Appliances, Haier Smart Home, Electrolux, Bosch Home Appliances (BSH), Hamilton Beach Brands, Breville Group and Sharp Home Electronics.
Does Midea do Brasil have an API?
No public API is recorded for Midea do Brasil.
What industry is Midea do Brasil in?
Midea do Brasil's product category is Home Appliances. Its primary akta.pro industry code is CRACAAAC, Big-Box Electronics + Small Appliances Retail, with a secondary code of CRACACAA, Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves). Its NAICS code is 3352 and its SIC code is 3630.