What Multilaser Industrial does

Multilaser Industrial S.A., operating commercially as Grupo Multi following a 2026 rebrand, is a Brazilian vertically integrated consumer electronics and home appliance company headquartered in São Paulo and listed on the B3 stock exchange (ticker BRMLASACNOR2). The company designs, manufactures, and distributes an extensive product portfolio across smart TVs (own Multi brand with Roku/Android, plus Toshiba licensing), notebooks, tablets (including a Kids line with Google Kids Space), smartphones (UP and VITA lines), gaming peripherals under the proprietary Warrior sub-brand (mechanical keyboards with Warrior Blue switches, PMW3325-sensor mice, headsets, chairs, controllers), home appliances (air fryers, coffee makers, blenders, fans), health and wellness devices (electric toothbrushes, blood pressure monitors, glucometers), smart-home products (cameras, video doorbells, smart switches), office equipment (ergonomic chairs, paper shredders, compatible toner cartridges), and licensed brands (Fisher-Price and Chicco for baby products, Targus for accessories). Core technology relies on reference platforms (Roku, Android, VIDAA, Windows 11) combined with select proprietary components in the Warrior gaming line; approximately 75-95% of supply is sourced from China and Southeast Asia.

The company monetizes primarily through hardware sales to price-sensitive Brazilian consumers via its own e-commerce storefront (multilaser.com.br), major Brazilian retail chains, third-party e-commerce marketplaces, and a WhatsApp direct sales channel, with pricing in Brazilian Reais and installment payment plans up to 12 months interest-free. A Multicoin loyalty program delivers 30% cashback on site purchases, complemented by an additional 10% cashback through the AME digital wallet partnership. The customer base spans price-sensitive Brazilian households (primary), gaming/esports enthusiasts (primary), small business/office buyers, B2B educational institutions, and consumers of licensed baby brands. Domestic positioning benefits from Brazil's 60-80% cumulative import tax burden on foreign electronics, allowing Multi to undercut landed-cost competitors on comparable hardware tiers while the company itself absorbs Asian supply chain dependency. Recent strategic activity includes the 2022 acquisition of Watts Mobilidade Electrica (electric mobility), expansion into B2B educational technology, the 2026 rebrand to Multi, and analyst-noted valuation discount (8-12x forward earnings versus 18-28x for branded international peers) on the B3 exchange.

Name

Multilaser Industrial

Legal name

GRUPO MULTILASER SA

Website

https://multilaser.com.br

Company type

Public

Founded year

1987

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Multilaser Industrial (Grupo Multi) is a Brazilian vertically integrated consumer electronics and home appliance company that designs, manufactures, and distributes affordable TVs, tablets, notebooks, gaming peripherals, smartphones, smart-home devices, and licensed-brand products to price-sensitive Brazilian consumers through retail chains and e-commerce channels.

Ownership category

akta.pro rank

Product category

Consumer Electronics

NAICS

Electronics and Appliance Retailers (4492), Small Electrical Appliance Manufacturing (335210), Household Appliances, Electric Housewares, and Consumer Electronics Merchant Wholesalers (42362)

SIC

Household Audio & Video Equipment (3651), Electric Housewares & Fans (3634), Electronic Components & Accessories (3670)

akta.pro primary industry

Consumer Electronics & Appliances Online Retailers (CRAFADAD)

akta.pro secondary industries

Big-Box Electronics + Small Appliances Retail (CRACAAAC), Consumer Laptops (Mainstream & Premium) (HDACAAAF)

Keywords

• Consumer electronics
• Home appliances
• Gaming peripherals
• Smart home devices
• Computer accessories

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Consumer Electronics Hardware Sales: Designs, manufactures, and distributes affordable consumer electronics and home appliances including TVs, tablets, smartphones, computers, audio equipment, and gaming peripherals through retail and e-commerce channels in Brazil.
2. Private-Label Retail Sales: Vertical integration model enables private-label retail sales of consumer electronics under company's own brands targeting price-sensitive Brazilian consumers.
3. B2B Educational Technology: Expansion into B2B educational technology segments, providing technology solutions to educational institutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Multilaser Industrial (Multi) designs, manufactures, and distributes affordable consumer electronics, IT peripherals, home appliances, gaming peripherals, smart-home devices, and health/wellness products under its own brands (Multi, Warrior, Keep) and licensed brands (Fisher-Price, Toshiba, Chicco, Targus). Products are sold primarily to price-sensitive Brazilian consumers through retail chains and e-commerce channels, with a growing presence in B2B educational technology.

Product overview

Multilaser Industrial is a Brazilian vertically integrated consumer electronics company that designs, manufactures, and distributes affordable consumer electronics and home appliances through its Multi brand. The product portfolio is organized into distinct categories: (1) TVs, Screens, Audio and Video including Smart TVs under Toshiba brand partnerships and own Multi brand with Roku and Android TV operating systems; (2) IT and Tablets including notebooks (Windows 11), tablets for adults and children (Android-based with Google Kids Space), keyboards, mice, and computer accessories; (3) Warrior Gamer sub-brand featuring mechanical gaming keyboards (Royal Precision, Royal Cross, Royal Score with Warrior Blue switches), gaming mice (Magnus wireless, Rolf wired), headsets (Huginn, Askari, Raiko series), gaming chairs, coolers, game controllers (Mine Pro Bluetooth), and PC cases; (4) Connected Home products including security cameras, video doorbells, smart switches, and monitoring systems; (5) Home Appliances including air fryers, coffee makers, blenders, fans, and vacuum cleaners; (6) Health and Wellness products including electric toothbrushes, blood pressure monitors, glucometers, thermometers, and humidifiers; (7) Office and Stationery including ergonomic chairs, paper shredders, compatible toners, and organizational supplies; (8) Smartphones under UP and VITA lines; (9) Sports and Leisure including smartwatches and electric scooters; (10) Baby products under Fisher-Price licensing agreement. The company also distributes partner brands including Targus (bags/accessories) and operates an e-commerce platform directly to consumers.

Differentiator

Problem solved

Functional benefit

Products and services

• Smart TV DLED 32 HD Multi Essencial Roku 32-inch HD Smart TV with DLED technology, Roku operating system, 3 HDMI ports, 2 USB ports, and Wi-Fi connectivity. Sold through retail and e-commerce channels to Brazilian consumers.
• Smart TV DLED 65\" 4K Toshiba 65C350NS 65-inch 4K Smart TV with VIDAA operating system, 4 HDMI ports, 2 USB ports, and Wi-Fi connectivity, sold under Toshiba brand partnership.
• Smart TV DLED 50\" 4K Toshiba 50C350NS 50-inch 4K Smart TV with VIDAA operating system, 3 HDMI ports, 2 USB ports, and Wi-Fi connectivity.
• Smart TV DLED 32 HD Multi Essencial Android 11 32-inch HD Smart TV with Android 11 operating system, 3 HDMI ports, 2 USB ports, Wi-Fi, and Bluetooth.
• Warrior Gamer Line (Gaming Peripherals Sub-brand) Gaming peripherals sub-brand featuring mechanical keyboards, gaming mice, headsets, gaming chairs, coolers, game controllers, and PC cases targeted at Brazilian gaming/esports enthusiasts with proprietary components like PMW3325 sensor and Warrior Blue mechanical switches.
• Mouse Magnus (Wireless) Gaming Mouse Wireless gaming mouse with PMW3325 sensor, up to 10000 DPI, 6 programmable buttons, 750mAh rechargeable battery with up to 9 days autonomy, weighing 83g.
• Teclado Gamer Mecânico Royal Cross Mechanical gaming keyboard with Warrior Blue proprietary switches, TKL format, RGB backlighting, double-shot keys, USB connection, ABNT2 layout.
• Teclado Gamer Mecânico Royal Score Full-size mechanical gaming keyboard with Warrior Blue switches, 100% anti-ghosting, RGB backlighting with 17 modes, durability up to 50 million keystrokes.
• Headset Gamer Huginn Gaming headset with integrated microphone, 240g lightweight design, compatible with PS4, PS5, Xbox 360, Xbox One and PC, 3-year warranty.
• Controle Mine Pro Bluetooth Gaming Controller Bluetooth gaming controller compatible with PS4 and PC (D-input), ergonomic design, dual vibration motors, touchpad, Bluetooth 5.3, 1000mAh rechargeable battery.
• Notebook Ultra UB250 (Windows 11) 14-inch notebook with Windows 11 Home, Intel Celeron N4020C processor, 4GB RAM, 128GB eMMC storage, priced in the affordable consumer segment.
• Tablet M10 Wi-fi Kids (NB359) 10.1-inch tablet with 6GB RAM, 128GB storage, dual-band Wi-Fi, Android OS, designed for children.
• Tablet M8 Wi-fi (NB426) 8-inch tablet with 6GB RAM, 64GB storage, Android 13, Octa-Core processor, dual-band Wi-Fi.
• Air Fryer (Fritadeira Air Fryer) Air fryer for healthy cooking, part of the home appliances kitchen line targeting Brazilian consumers.
• Electric Toothbrush (Escova Elétrica) Electric toothbrush for oral hygiene, part of the health and wellness product line targeting Brazilian consumers.
• Blood Pressure Monitors (Monitor de Pressão) Blood pressure monitor for home health monitoring, available in arm and wrist models.
• Connected Home Monitoring Cameras (Câmeras de Monitoramento) Security cameras for smart home monitoring and connected home security solutions targeted at Brazilian households.
• Smart Switch (Interruptor Inteligente) Smart switch for connected home lighting control targeted at Brazilian households building smart-home setups.
• Smartwatch Smartwatch for sports and fitness tracking, part of the sports and leisure product line.
• Smartphones UP and VITA Lines Smartphone product lines (UP and VITA) targeting different price-sensitive consumer segments in Brazil.
• Cadeira de Escritório Ergonômica Comfort Multi (GA231) Ergonomic office chair with swivel and tilt function, lumbar support, adjustable armrests, for small business and home office use.
• Paper Shredder (Fragmentadora de Papéis) Paper shredder for office use, available in particle cut and strip cut versions with various capacities.
• Compatible Ink and Toner Cartridges Compatible ink and toner cartridges for HP, Epson, Canon, and Brother printers.
• Fisher-Price Licensed Baby Products Licensed baby products including humidifiers, car seats, high chairs, strollers, and baby monitors under the Fisher-Price brand distributed in Brazil.
• Targus Partner Brand Bags and Accessories Partner brand offering laptop bags, backpacks, and accessories through Multilaser e-commerce.

Quantifiable outcome

• Trades at 8-12x forward earnings vs 18-28x for branded competitors
• +1 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Fisher-PricecoreChannel Partner/ Reseller/ DistributorMulti distributes Fisher-Price branded baby products in Brazil including humidifiers, car seats, baby monitors, and feeding products under license agreement. Products include HC115 Ultrasonic Humidifier and BB725 child car seat.
• ToshibacoreChannel Partner/ Reseller/ DistributorMulti sells Toshiba branded Smart TVs including 65C350NS 65-inch 4K model and 50C350NS 50-inch 4K model with VIDAA operating system, offering these products to Brazilian consumers through retail and e-commerce channels.
• ChiccominorChannel Partner/ Reseller/ DistributorMulti distributes Chicco branded baby products in Brazil as part of their licensed brand portfolio.
• TargusminorChannel Partner/ Reseller/ DistributorMulti offers Targus branded laptop bags and accessories through their e-commerce platform, expanding product offerings in the accessories category.
• AME DigitalminorGTM or Marketing PartnerAME digital wallet partnership provides additional 10% cashback on purchases, complementing Multi's own Multicoin cashback program.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Positivo Tecnologia: Brazilian vertically integrated manufacturer of computers, tablets, smartphones, and consumer electronics targeting price-sensitive segments. Most directly comparable peer given similar product portfolio, channel mix, and customer base in Brazil.
• Mondial: Brazilian small-appliance brand competing in air fryers, fans, blenders, and kitchen electronics. Directly comparable to Multilaser's 'eletroportáteis' (small home appliance) category, targeting the same price-sensitive Brazilian consumer.
• Razer: Premium global gaming peripherals brand with mechanical keyboards, mice, and headsets. Directly comparable to Multilaser's Warrior gaming line, though positioned at the higher end of the market.
• Britânia: Brazilian home appliance and consumer electronics company offering TVs, small appliances, and kitchen products. Direct peer in the small-electronics and home-appliance categories across Brazil.
• AOC: Display and monitor brand (part of TPV Technology) with strong presence in Latin America. Comparable to Multilaser's monitor and display business within its IT portfolio.

Broad incumbents

• Lenovo: Global PC and consumer electronics giant with strong notebook and tablet share in Brazil. Comparable on the IT/notebook side of Multilaser's portfolio, though Lenovo is a much larger global incumbent.
• Logitech: Global leader in computer peripherals and gaming accessories (Logitech G). Comparable to Multilaser's IT and Warrior gaming-peripheral business, with overlapping categories in keyboards, mice, and headsets.
• Samsung: Global consumer electronics incumbent with major share in TVs, smartphones, and tablets in Brazil. Overlaps with Multilaser's TV (Toshiba-branded), smartphone, and tablet product lines.
• TCL: Chinese TV and consumer electronics manufacturer with strong Latin American presence. Comparable to Multilaser's TV business, particularly the value-tier 32"–65" segments that overlap with Multilaser's Toshiba-branded offerings.

Emerging players

• Xiaomi: Chinese consumer electronics manufacturer with growing share in Brazil across smartphones, smart home, and accessories. Comparable on value-tier consumer electronics, posing competitive risk to Multilaser's core segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/multilaser_br
• Facebookfacebook.com/multilaserindustrialsa

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Multilaser Industrial