Joli Building Materials
Joli Building Materials is a privately held Brazilian hardlines retailer founded in 1979 in São Paulo, operating 22 physical stores across São Paulo state plus a VTEX-powered e-commerce site, selling 30,000+ building-material SKUs to homeowners and trade professionals.
- Company typePrivate
- Founded1979
- HeadquartersSão Paulo, Brazil
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What Joli Building Materials does
Joli Building Materials (legal entity Comércio de Materiais para Construção Joli Ltda., CNPJ 51.769.255/0001-54) is a privately held Brazilian building-materials retailer founded in 1979 in São Paulo. The company operates an omnichannel hardlines retail model across 22 physical stores concentrated in São Paulo state — including locations in São Paulo city, Guarulhos, Jundiaí, Sorocaba, Atibaia, São Bernardo do Campo, Suzano, Osasco, and Itaquaquecetuba — anchored by a central deposit in Vila Maria, São Paulo. Its digital storefront at www.joli.com.br runs on the VTEX commerce platform and supports a 'Clique e Retire' click-and-collect service, with WhatsApp and phone-based tele-sales via (11) 2955-1000 as additional fulfillment channels.
Joli carries a catalog of more than 30,000 SKUs spanning flooring and wall tiles (over 1 million m² held in stock), porcelain, cement, mortars and adhesives, paints, hand and power tools, plumbing fixtures, showers, and bathroom and kitchen hardware. The assortment combines third-party national brands — Tramontina, Votorantim Cimentos, Quartzolit (Saint-Gobain), Lorenzetti, Delta, Astra, Icasa, Makita, Bosch, Black & Decker, Mondial, Vonder, Formigres, Embramaco, Eliane, Biancogres, Carmelo Fior, and Incesa — with three proprietary private-label brands: Luzic (sanitary ware and lighting), Ferraplus (manual, electric, and battery-powered tools), and TikLar (household utilities, organization, and décor). The company markets itself as '100% brasileira' and 'Preço Baixo é Aqui' (Low Prices Are Here).
Joli operates a direct-to-consumer retail model targeting two principal segments: individual homeowners undertaking construction or renovation (B2C), and trade professionals including architects, engineers, contractors, and builders (B2B). Revenue is generated primarily through one-time hardware sales priced per unit (square meter, piece, or box), with installment plans of up to 10x sem juros and a first-purchase coupon (JOLI50) providing R$50 off orders above R$500. Delivery is offered within 48 hours subject to region and stock, with free shipping for orders up to 50kg within specified catchment radii around the Vila Maria depot and regional stores. Free in-store pickup is available within 30 days of purchase. Geographic reach currently extends to greater São Paulo, the Litoral Sul, and the Vale do Paraíba regions, with a publicly disclosed 'Ofereça um Terreno' program signaling intent to acquire new physical store sites.
Joli Building Materials firmographics
Firmographics- Name
- Joli Building Materials
- Legal name
- Comércio de Materiais para Construção Joli Ltda.
- Website
- https://joli.com.br
- Company type
- Private
- Founded year
- 1979
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Joli Building Materials is a privately held Brazilian hardlines retailer founded in 1979 in São Paulo, operating 22 physical stores across São Paulo state plus a VTEX-powered e-commerce site, selling 30,000+ building-material SKUs to homeowners and trade professionals.
- Ownership category
- akta.pro rank
Joli Building Materials industry classification
Industry- Product category
- Building Materials Retail
- NAICS
- Home Centers (444110), Building Material and Supplies Dealers (4441)
- SIC
- Retail-Lumber & Other Building Materials Dealers (5211)
- akta.pro primary industry
- Fasteners, Adhesives & Sealants Retail (Nails, Screws, Glues, Caulks) (CRAIAEAK)
- akta.pro secondary industry
- Masonry & Hardscapes Retail (Brick, Block, Pavers, Stone) (CRAIAEAF)
Keywords
Where Joli Building Materials is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices22 records
Markets served
Joli Building Materials business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Product Sales: One-time retail sales of building materials through physical stores and e-commerce. Revenue generated from merchandise transactions across categories including flooring, wall tiles, cement, mortar, paints, tools, plumbing fixtures, and home improvement products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with installment options |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Joli Building Materials product offering
Product offeringCore offering
Joli Building Materials is a São Paulo-based construction materials retailer that sells over 30,000 products across categories including flooring, wall tiles, porcelain, cement, mortars, paints, tools, plumbing fixtures, and bathroom accessories. The company operates an omnichannel model with 22 physical stores across São Paulo state plus a VTEX-powered e-commerce storefront (www.joli.com.br), maintaining over 1 million m² of floors, tiles, and porcelain in stock.
Product overview
Joli Building Materials is a Brazilian building materials retailer operating 22 physical stores in São Paulo plus an e-commerce platform. The company offers a portfolio of over 30,000 products centered around floors, wall tiles, and porcelain tiles (with over 1 million m2 in stock), construction materials (cement, sand, bricks, mortar), paints, tools and hardware, showers and heaters, and bathroom fixtures. Joli also sells three private label brands: Luzic (bathroom fixtures and lighting), Ferraplus (power and hand tools), and TikLar (household items and home decoration). The business model combines physical retail with online shopping and offers payment installments up to 10 times without interest.
Differentiator
Problem solved
Functional benefit
Brands
- Luzic: Bacias sanitárias e itens de iluminação com personalidade - Sanitary ware and lighting products with personality.
- Ferraplus
- TikLar
Products and services
- Flooring, Wall Tiles and Porcelain (Pisos, Revestimentos e Porcelanatos) Retail category offering floors, wall tiles, and porcelain tiles in various sizes and finishes for residential and commercial construction and renovation projects.
- Mortars and Adhesives (Argamassas) Retail category of mortars and tile adhesives for ceramic tile installation in internal, external, and flexible/porcelain applications.
- Construction Materials (Materiais para Construção) Retail category of basic construction materials including cement, sand, bricks, blocks, roofing, rebar, slabs, and columns for building projects.
- Paints (Tintas) Retail category of paints and painting accessories for interior and exterior surface finishing applications.
- Tools and Hardware (Ferramentas e Ferragens) Retail category of hand tools, power tools, and hardware including drills, screwdrivers, grinders, sanders, saws, and fastening materials for construction and DIY projects.
- Showers and Heaters (Chuveiros e Aquecedores) Retail category of electric showers, showers, water heaters, and accessories for residential bathroom installations.
- Bathroom, Kitchen and Service Area Products (Banheiros, Cozinhas e Áreas de Serviço) Retail category of bathroom fixtures, kitchen sinks, cabinets, mirrors, faucets, and service area accessories for residential installations.
- Luzic Private Label Brand Proprietary private label offering bathroom fixtures (toilets) and lighting products with distinctive design, sold exclusively through Joli stores and website.
- Ferraplus Private Label Brand Proprietary private label brand for manual, electric, and battery-powered tools marketed for durability and performance, sold exclusively through Joli.
- TikLar Private Label Brand Proprietary private label brand for household utilities, organization, and home decoration products with sophisticated design, sold exclusively through Joli.
Quantifiable outcome
- Delivery within 48 hours depending on region and stock availability
- +1 more outcomes
Companies that use Joli Building Materials
Customer profileSegments2 records
Ideal customer profiles2 records
Joli Building Materials technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Joli Building Materials partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Luzic (Private Label Brand)coreProprietary private label brand specializing in sanitary ware (toilets) and lighting products with distinctive design. Part of Joli's strategy to offer exclusive products with guaranteed performance, durability, and economy.
- Ferraplus (Private Label Brand)coreProprietary private label brand for manual, electric, and battery-powered tools. 'Ferramentas potentes para durar' (Powerful tools that last). Exclusive brand sold only at Joli stores and website.
- TikLar (Private Label Brand)coreProprietary private label brand for household utilities, organization, and decoration products with sophisticated design. Part of Joli's product differentiation strategy.
- VTEXcoreE-commerce platform provider powering Joli's online storefront at www.joli.com.br. VTEX is a cloud-based commerce platform enabling the online sales channel.
- TramontinaminorMajor Brazilian tool and hardware brand whose products are sold through Joli's retail stores and e-commerce. Products include screwdrivers, angle grinders, high-pressure washers, drywall screwdrivers, and drill/drivers.
- AstraminorBrazilian bathroom and household products brand. Products sold at Joli include toilet seats, PVC corner pieces, plastic tanks, and plastic storage cabinets.
- IcasaminorBrazilian sanitary ware and bathroom fixtures manufacturer. Products sold at Joli include toilet bowls, washbasins, sinks, and bathroom furniture.
- LorenzettiminorMajor Brazilian shower and water heating brand. Products sold at Joli include Loren Shower Ultra electronic showers, Maxi Ducha, resistance units, and shower accessories.
- Delta (Porcelanato Delta)minorBrazilian porcelain tile manufacturer. Products sold at Joli include various porcelain tiles in sizes 72x72, 73x73, and 84x84 in finishes including polished, satin, and rustic.
- Quartzolit (Saint-Gobain)minorSaint-Gobain brand specializing in mortars and adhesives for construction. Multiple mortar products (ACI, ACII, ACIII) sold at Joli for ceramic tile installation.
- Votorantim (Cimentos Votorantim)minorMajor Brazilian cement and construction materials manufacturer. Products sold at Joli include cement (Todas as Obras CP II-F 32) in 25kg and 50kg bags, and Votomassa mortar products.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Joli Building Materials competitors and assessment
Company assessmentDirect peers
- Leroy Merlin (Brazil): Brazilian arm of French home improvement giant Adeo, operating ~50+ stores nationwide selling building materials, tools, flooring, plumbing, paints, and décor. Direct competitor to Joli across virtually every product category with a stronger national footprint and bigger marketing budget.
- C&C Casa e Construção: One of Brazil's largest home center chains focused on construction materials, finishes, and home improvement. Competes head-on with Joli in floors, tiles, paints, plumbing, and tools across São Paulo and other major metropolitan areas.
- Telhanorte: Brazilian home center chain associated with Saint-Gobain distribution, selling building materials, finishes, tools, and sanitary ware. Direct overlap with Joli's assortment and a comparable omnichannel offering across multiple Brazilian states.
- Dicico: Brazilian building materials and home improvement retailer with strong São Paulo and Southeast presence. Directly competes with Joli across floors, tiles, paints, plumbing, tools, and basic construction supplies.
- Rede Max Materiais de Construção: São Paulo metro-focused building materials retail chain with overlapping assortment in flooring, finishes, tools, and construction supplies. Most directly comparable geographic competitor to Joli.
Broad incumbents
- Sodimac (Obramax Brazil): Latin American home improvement major (Falabella group) operating the Obramax brand in Brazil. Offers overlapping building materials, tools, and home improvement assortment with broader geographic reach and corporate backing.
Regional players
- Cassol Centerlar: Large home center chain concentrated in Southern Brazil (Santa Catarina, Paraná, Rio Grande do Sul). Comparable format and assortment to Joli but operates in a different geography, limiting direct head-to-head competition.
- Tumelero Materiais de Construção: Regional building materials retailer serving Rio Grande do Sul and Santa Catarina with assortment and omnichannel model comparable to Joli. Same product mix (flooring, paints, tools, plumbing) but geographically distinct.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Joli Building Materials social profiles
Digital presenceJoli Building Materials financial estimates
Financial estimateRevenue estimate
Valuation estimate
Joli Building Materials leadership team
Management profileNumber of profiles
Joli Building Materials funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Joli Building Materials 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 Joli Building Materials
What does Joli Building Materials do?
Joli Building Materials is a São Paulo-based construction materials retailer that sells over 30,000 products across categories including flooring, wall tiles, porcelain, cement, mortars, paints, tools, plumbing fixtures, and bathroom accessories. The company operates an omnichannel model with 22 physical stores across São Paulo state plus a VTEX-powered e-commerce storefront (www.joli.com.br), maintaining over 1 million m² of floors, tiles, and porcelain in stock.
Is Joli Building Materials a public or private company?
Joli Building Materials is a private company. It is classified as family owned and is currently operating.
When was Joli Building Materials founded?
Joli Building Materials was founded in 1979. It employs 251 to 500 people.
Where is Joli Building Materials based?
Joli Building Materials is headquartered in São Paulo, Brazil, in the Latin America region.
How does Joli Building Materials make money?
One revenue line is on record: retail Product Sales.
Who are Joli Building Materials's main competitors?
Direct peers on record are Leroy Merlin (Brazil), C&C Casa e Construção, Telhanorte, Dicico and Rede Max Materiais de Construção. Sodimac (Obramax Brazil) is listed as a broad incumbent. Regional players are Cassol Centerlar and Tumelero Materiais de Construção.
Does Joli Building Materials have an API?
No public API is recorded for Joli Building Materials.
What industry is Joli Building Materials in?
Joli Building Materials's product category is Building Materials Retail. Its primary akta.pro industry code is CRAIAEAK, Fasteners, Adhesives & Sealants Retail (Nails, Screws, Glues, Caulks), with a secondary code of CRAIAEAF, Masonry & Hardscapes Retail (Brick, Block, Pavers, Stone). Its NAICS code is 444110 and its SIC code is 5211.