What Loja do Mecânico does

Loja do Mecânico is a Brazilian specialty retailer of professional tools, machines, and equipment, operating under the legal entity GurgelMix Máquinas e Ferramentas S.A. from its headquarters in Franca, São Paulo. The business traces its origins to Gurgel Ferramentas, established in 1993, and was rebranded to its current Loja do Mecânico identity in 2013. It is 100% Brazilian-owned, privately held, and structured as a public-limited company (S.A.).

The company runs an omnichannel commerce platform spanning an owned e-commerce website at lojadomecanico.com.br, native iOS and Android mobile applications, a dedicated televendas line, and 20 physical retail locations across Brazil, supplemented by a direct corporate/B2B sales team. Its catalog covers 15-plus professional categories including electric and pneumatic power tools, hand tools, auto-center and diagnostic equipment, welding machines, bodywork/painting gear, civil-construction equipment, gardening machinery, motorcycle specialty tools, car-wash/fuel-station equipment, personal protective equipment, and consumables such as lubricants and additives; major third-party brands sold include Makita, Bosch, DeWalt, Gedore, Tramontina, and Kärcher.

Revenue is generated almost entirely from unit-priced hardware sales through both digital and physical channels, supported by installment credit-card billing (up to 12x interest-free), PIX, boleto, free shipping above R$299 in São Paulo and its metro region, and complementary services (corporate/B2B accounts, "Consórcio do Mecânico" group-savings financing, the "Monte seu Negócio" workshop-setup advisory, an affiliate program, and a content/buying-guide blog). Customer segments span professional mechanics, construction and industrial operators, motorcycle and tire-shop specialists, car-wash/fuel-station operators, and DIY/hobby consumers.

Name

Loja do Mecânico

Legal name

GurgelMix Máquinas e Ferramentas S.A.

Website

https://lojadomecanico.com.br

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Loja do Mecânico is a Brazilian specialty retailer of professional tools, machines, and equipment, operating an omnichannel commerce platform of owned e-commerce, mobile apps, 20 physical stores, and B2B corporate sales to serve mechanics, construction, industrial, motorcycle, and DIY customers across Brazil.

Ownership category

akta.pro rank

Headquarters

HQ city

Jardim Paulista

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail E-commerce Sales: Direct retail sales of tools, machines, and equipment through e-commerce website, mobile app, physical stores, and televendas. Revenue generated from one-time product sales with various payment options including installment plans.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Loja do Mecânico is a Brazilian specialty retailer of professional tools, machines, and equipment, selling hand tools, electric and pneumatic power tools, automotive workshop equipment (lifts, tire changers, alignment systems), diagnostic instruments, welding machines, gardening equipment, construction machinery, and personal protective equipment. The company sells primarily its own branded retail inventory of products from manufacturers such as Makita, Bosch, DeWalt, Gedore, Tramontina, and Kärcher through an omnichannel model combining 20 physical stores, an e-commerce website, iOS/Android mobile apps, televendas, and a dedicated B2B corporate sales program.

Product overview

Loja do Mecânico is Brazil's largest specialty retailer of tools and professional machines, operating as a multi-category e-commerce platform with 20 physical store locations. The company was founded in 1993 and is headquartered in Franca, São Paulo, operating under parent company GurgelMix Máquinas e Ferramentas S.A. The product portfolio spans 15 major categories including: Electric Tools and Machines (drills, grinders, saws, compressors), Hand Tools (screwdrivers, wrenches, socket sets), Auto Center Equipment (hydraulic lifts, alignment systems), Electronic Injection and Motor Diagnostics (scanners, multimeters), Pneumatic Tools, Car Wash Equipment (high-pressure washers), Automotive Specialty Tools, Gardening Equipment (generators, chainsaws, tillers), Civil Construction Equipment (concrete mixers, scaffolding), Bodywork and Painting, Auto Electrical Equipment, Motorcycle Tools, Personal Protective Equipment (EPI), and Tire Shop Tools. The company also offers complementary services including B2B corporate sales, consortium (installment savings plans), business setup consulting, and a mobile app for iOS and Android. Major branded products sold include Makita, Bosch, DeWalt, Gedore, Tramontina, Kärcher, and other professional tool manufacturers.

Differentiator

Problem solved

Functional benefit

Products and services

• Ferramentas Elétricas e Máquinas (Electric Tools and Machines) Electric power tools and machines including drills, grinders, saws, impact wrenches, sanders, polishers, compressors, and industrial equipment for installation, maintenance, and productivity applications. Targeted at professional mechanics, construction workers, and industrial users.
• Ferramentas Manuais (Hand Tools) Hand tools for bench work, assembly, and fine maintenance including tool kits, tool boxes, pliers, screwdrivers, wrenches, socket sets, and measuring instruments like tape measures and calipers. Sold to professional workshops and DIY consumers.
• Equipamento Auto Center (Auto Center Equipment) Automotive shop equipment including hydraulic lifts, ramps, automotive tools, hydraulic equipment, workbenches, tire changers, wheel balancers, alignment systems, and lubrication equipment. Sold to auto repair shops and service centers.
• Injeção Eletrônica e Motor (Electronic Injection and Motor Diagnostics) Electronic injection and motor diagnostic equipment including automotive scanners, multimeters, compression testers, oscilloscopes, battery chargers, and test accessories for vehicle electronic diagnostics.
• Ferramentas Pneumáticas (Pneumatic Tools) Pneumatic tools powered by compressed air including impact wrenches, ratchet wrenches, grinders, drills, sanders, polishers, spray guns, and accessories for high-volume professional use.
• Lava Jato e Posto (Car Wash and Gas Station Equipment) Car wash and gas station equipment including high-pressure washers, vacuum cleaners, sweepers, floor scrubbers, steam cleaners, and liquid transfer equipment for car wash businesses and fuel stations.
• Ferramentas Automotivas (Specialized Automotive Tools) Specialized automotive tools including torque wrenches, engine/gearbox supports, jack stands, spring compressors, steering terminals, pulley pullers, timing belt kits, brake tools, and special sockets for vehicle-specific applications.
• Jardinagem (Gardening and Landscaping Equipment) Gardening and landscaping equipment including generators, rotary tillers, brush cutters, chainsaws, lawn mowers, water pumps, and accessories for residential and professional landscaping.
• Construção Civil (Civil Construction Tools) Civil construction tools and equipment including concrete mixers, ladders, scaffolding, winches, compactors, wheelbarrows, levels, tile cutters, and concrete vibrators for construction professionals.
• Funilaria e Pintura (Bodywork and Painting Equipment) Bodywork and painting equipment including paint guns, dent pullers, frame straighteners, body tools, drying panels, preparation stands, suction cups, welding pliers, plastic filler, and automotive paint for collision repair shops.
• Auto Elétrica (Auto Electrical Equipment) Auto electrical equipment including battery chargers up to 12V and 24V, soldering irons, jump starters, battery testers, clamp meters, test benches, headlight aligners, and analyzers for automotive electrical work.
• Ferramentas Para Motos (Motorcycle Tools) Motorcycle-specific tools including ramps, stands and supports, tire changers, special tools, electronic injection tools, wheel aligners, gauges, and lubrication equipment for motorcycle service shops.
• EPI - Equipamentos de Segurança (Personal Protective Equipment) Personal protective equipment including safety masks, sunscreen, safety boots, gloves, fall protection, signage, safety glasses, hearing protection, safety helmets, and ergonomic belts for occupational safety.
• Borracharia (Tire Shop Equipment and Tools) Tire shop equipment and tools including tire service equipment, tire repair tools, torque meters, tire repair supplies, and consumables for tire service businesses.
• Máquinas de Solda (Welding Machines) Welding machines and equipment including MIG, TIG, and MMA inverters, soldering irons, electrodes, and welding wires for industrial, automotive, and construction welding applications.
• Aditivos e Lubrificantes (Additives and Lubricants) Chemical products including radiator additives, motor oils, penetrating oils, degreasers, and recurring-use maintenance consumables for automotive and industrial maintenance.
• Consórcio do Mecânico (Consortium Savings Plan) Group savings plan (consortium) service that allows customers to acquire tools and equipment through installment-based contributions, enabling purchase of higher-value items over time.
• Vendas Corporativas B2B (Corporate B2B Sales) Dedicated business-to-business corporate sales program offering bulk purchasing, dedicated account management, customized procurement solutions, and a separate corporate sales contact ([email protected] / (11) 3185-6786).
• Monte seu Negócio (Business Setup Consulting) Business setup consulting service that helps entrepreneurs configure the right equipment and tools for starting workshops, auto centers, and other service businesses.
• Aplicativo Loja do Mecânico (Mobile App) Mobile application for iOS and Android that enables customers to browse the product catalog, make purchases, track orders, and access exclusive app offers.

Quantifiable outcome

• 100 million+ orders delivered successfully

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Gurgel FerramentasfoundationalOthersGurgel Ferramentas is the predecessor company of Loja do Mecânico. The brand evolved from this original company based in Franca, São Paulo, establishing the foundation for the current tool retail operations.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Americanas: Major Brazilian general merchandise retailer selling tools and equipment among many other categories. Competes with Loja do Mecânico on consumer power tools and accessories but does not specialize in professional or industrial segments.
• Magazine Luiza (Magalu): One of Brazil's largest general merchandise retailers with an expanding home improvement and tools category. Overlaps partially with Loja do Mecânico on consumer-grade power tools and DIY, but lacks depth in professional auto-center and industrial categories.
• Mercado Livre: Largest e-commerce marketplace in Latin America, selling tools, machines, and industrial supplies as part of a much broader catalog. Competes with Loja do Mecânico on assortment breadth, pricing transparency, and fulfillment, but lacks the specialized advisory content and dedicated B2B corporate program.
• Amazon Brasil: Major e-commerce platform in Brazil with growing tools and industrial supply categories. Competes on price, assortment, and delivery speed, but as a generalist marketplace rather than a specialty retailer with curated technical content and B2B services.

Direct peers

• Cassol: Brazilian construction materials and tools retailer with strong presence in the South region. Overlaps with Loja do Mecânico on construction equipment, power tools, and industrial machinery for contractors and professionals.
• Würth Brasil: Brazilian subsidiary of the German industrial supplies specialist, focused on B2B sales of tools, fasteners, and consumables to workshops and industrial customers. Highly comparable to Loja do Mecânico's corporate/B2B segment with similar professional customer base and recurring consumables model.
• C&C Casa e Construção: Brazilian construction and home improvement retailer with a meaningful professional tools and machines assortment. Overlaps directly with Loja do Mecânico on construction equipment, hand tools, and power tools for both B2C and pros.
• Leroy Merlin Brasil: Brazil's largest home improvement retailer with a strong tools, machines, and construction equipment category. Directly comparable to Loja do Mecânico in product breadth across electric tools, hand tools, and auto center equipment, with both physical stores and e-commerce.
• Telhanorte: Brazilian home improvement and tools retailer (part of ADEO group, which also owns Leroy Merlin). Directly competes in the same categories - electric tools, construction equipment, plumbing, and finishing - with both physical stores and online channels.

Others

• Fastenal: US-based industrial supplies distributor serving OEM and maintenance customers with a combination of onsite vending, branch network, and e-commerce. Useful international benchmark for Loja do Mecânico's B2B growth trajectory and recurring consumables model.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Loja do Mecânico