What Inbetta does

InBetta S.A. is a Brazilian, family-owned closed capital holding company founded in 1947 in Porto Alegre and now headquartered in Esteio, Rio Grande do Sul. It aggregates nine wholly-owned operating subsidiaries — Bettanin (domestic cleaning utensils), Atlas (painting and surface finishing including brushes, rollers, abrasives, and, as of 2025, adhesive tapes via Atlas Fábrica de Fitas), Sanremo (plastic housewares), Ordene (organization), SuperPro (professional cleaning), Lanossi (hygiene and beauty), Bettech (B2B industrial materials), Lots Home Shop (retail storefront offering more than 1,500 home-utility SKUs), and Sandene (manufacturing facility) — that collectively manufacture and distribute consumer and professional cleaning, hygiene, organization, and surface-finishing products.

The group's operations span three Brazilian states: Rio Grande do Sul (headquarters and Atlas plant in Esteio; new tape factory in Canoas), Pernambuco (Sandene manufacturing in Paulista and Jaboatão dos Guararapes), and São Paulo (Araçariguama distribution center). Production is integrated across injection-molded plastics, brush and roller assembly, abrasive manufacturing, and — as of 2023 — nanotechnology-enabled formulations (Nano Solutions, Lecieza). Enterprise management is centralized on an SAP ERP platform deployed in 2009 and governed through Partners, Family, Advisory Councils and an independent audit function established in 2012.

InBetta sells through three parallel channels: company-owned retail (Lots Home Shop physical stores and e-commerce), B2C wholesale distribution via sub-brand websites, and direct B2B sales through the Bettech industrial-materials division. End customers are Brazilian households (cleaning, hygiene, organization, painting) and B2B/professional users (cleaning services, industrial buyers). Revenue is generated through unit sales of branded goods; pricing is not publicly disclosed and the company is privately held with no outside institutional investors identified in available data.

Name

Inbetta

Legal name

INBETTA S.A.

Website

https://inbetta.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

InBetta is a Brazilian family-owned holding company that manufactures and distributes household cleaning, painting, organization, hygiene, and B2B industrial products through nine wholly-owned sub-brands (Bettanin, Atlas, Sanremo, Ordene, SuperPro, Lanossi, Bettech, Lots Home Shop, Sandene), serving both Brazilian consumers via retail and e-commerce and professional buyers via a dedicated B2B division.

Ownership category

akta.pro rank

Headquarters

HQ city

Esteio

HQ country

Brazil

HQ region

Latin America

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Manufacturing and Sales of Consumer Goods: InBetta operates as a holding company manufacturing and selling a wide range of products including cleaning utensils, painting tools, plastic housewares, organization products, professional cleaning equipment, hygiene products, and industrial materials through its subsidiary brands.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

InBetta is a holding company that manufactures and sells a wide range of household and professional goods — including cleaning utensils, painting and surface finishing tools, plastic housewares, organization products, hygiene items, and industrial materials — through nine subsidiary brands (Bettanin, Atlas, Sanremo, Ordene, SuperPro, Lanossi, Bettech, Lots Home Shop, Sandene). Products reach consumers via own-brand retail stores, brand e-commerce sites, and B2B channels serving professional and industrial customers across Brazil.

Product overview

InBetta is a holding company (holding) that operates as a diversified portfolio of consumer goods brands focused on household and professional cleaning, organization, painting, and personal care products. The portfolio consists of nine distinct brands: Bettanin (domestic cleaning utensils), Atlas (painting and surface finishing products including brushes and rollers), Sanremo (plastic household utilities), Ordene (environment organization solutions), SuperPro (professional cleaning line), Lanossi (hygiene and beauty), Bettech (industrial/B2B materials), Lots Home Shop (retail store with 1,500+ products), and Sandene (production facility). The companies manufacture products in segments including cleaning, hygiene, organization, conservation, finishing, and professional lines, with operations spanning manufacturing plants, distribution centers, and retail stores across Brazil.

Differentiator

Problem solved

Functional benefit

Brands

• Lots Home Shop: Virtual store offering more than 1,500 home utility products including construction, renovation, organization, cleaning, and personal hygiene items.

Products and services

• Bettanin Brand of household cleaning utensils (mops, brooms, buckets, sponges, and related domestic cleaning tools) sold to Brazilian consumer households.
• Atlas Brand offering painting and surface finishing products, including brushes, rollers, accessories, abrasives/sandpapers, tape measures, safety respirators, and adhesive tapes for paint preparation and application.
• Sanremo Brand manufacturing plastic household utilities and housewares (basins, containers, organizers, and similar plastic items) for domestic use.
• Ordene Brand of environment organization solutions (storage, organization, and space-management products) for residential and commercial use.
• SuperPro Brand of professional cleaning products and solutions for commercial and industrial customers (janitorial services, contractors, and institutional users).
• Lanossi

Quantifiable outcome

• 80% employability rate among Project Pescar graduates
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Fundação Projeto PescarcoreStrategic or Co-development PartnerSince 2015, InBetta partners with Fundação Projeto Pescar through the Projeto Pescar InBetta program. The program professionalizes youth in vulnerable social situations with 980 hours of training over 1 year, including technical qualification, personal development, and citizenship. Classes are taught weekly by InBetta volunteer professionals for groups of up to 18 youth. Over 160 young people have been trained with 80% employability rate among graduates.
• Acreditar SocialminorStrategic or Co-development PartnerInBetta supports Acreditar Social - Geração Empreendedora 4.0 which promotes local development through financial education, entrepreneurship, productive inclusion of women and youth, and oriented microcredit in vulnerable communities.
• Júnior AchievementminorStrategic or Co-development PartnerInBetta supports the Junior Achievement Mini Empresa Program for the second consecutive year. In 2024-2025, approximately 900 high school students from Rio Grande do Sul participated in the 12-week entrepreneurship program.
• APAV - Associação de Pais e Amigos do VoleibolminorStrategic or Co-development PartnerInBetta supports the APAV Volleyball Base Schools project for the third consecutive year, offering free volleyball lessons to children and teenagers aged 11-18 and people with disabilities in social vulnerability situations in Canoas (RS), through Sports Incentive Law.
• Hemocentro-RSminorOthersInBetta periodically conducts internal blood donation awareness campaigns and engages professionals for blood donations, with at least 2 actions annually benefiting Hemocentro-RS.

Scale indicators7 records

Recent moves13 records

Expansion highlights5 records

Broad incumbents

• Unilever (Brasil): Global FMCG giant with substantial Brazilian operations across home care, personal care and cleaning. Competes across multiple InBetta sub-brand categories (Bettanin, SuperPro, Lanossi) at global scale rather than InBetta's Brazilian multi-brand local model.
• Sherwin-Williams (Brasil): Global paints and coatings leader with significant Brazilian operations. Competes with InBetta's Atlas painting tools and accessories business, but anchors the upstream paints value chain rather than tools/accessories.
• Reckitt Benckiser (Brasil): Global FMCG incumbent with Brazilian operations in household cleaning and hygiene (brands like Veja, Lysol, Vanish). Competes broadly with InBetta's Bettanin and SuperPro cleaning lines and Lanossi hygiene products, but at much larger multinational scale.
• SC Johnson (Brasil): Global household cleaning and consumer products company with strong Brazilian presence (Pato, Mr. Músculo, Raid). Competes across InBetta's core cleaning categories but with a global brand portfolio rather than InBetta's regional focus.
• Henkel (Brasil): Global adhesives, beauty care and laundry/home care company with Brazilian operations (including Cascola/Pulvitec). Overlaps with InBetta's Atlas painting accessories, Bettech industrial materials and Lanossi hygiene/beauty brands.
• 3M do Brasil: Brazilian subsidiary of diversified industrial/consumer conglomerate. Overlaps with InBetta's Atlas painting accessories (tapes, abrasives) and Bettech industrial materials at the higher end of the value chain.

Direct peers

• Duratex (Dexco): Major Brazilian manufacturer of wood panels, bathroom fixtures and construction finishing products. Comparable multi-brand industrial building products company with overlapping Brazilian retail and project-driven B2B customers.
• Bombril: Iconic Brazilian household cleaning products manufacturer (steel wool, sponges, cleaning solutions). Highly comparable to InBetta's Bettanin brand in domestic cleaning utensils and Brazilian mass-market positioning.
• Pulvitec (Cascola): Brazilian adhesives, sealants and painting accessories manufacturer (Cascola brand). Comparable to InBetta's Atlas painting/finishing range and Bettech industrial materials division, serving overlapping DIY and professional channels.
• Tigre: Brazilian manufacturer of plastic products for construction, plumbing, electrical, and painting accessories. Direct overlap with InBetta's Sanremo plastic housewares, Lots Home Shop construction SKUs, and Atlas painting accessories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInbr.linkedin.com/company/inbetta

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries9 records

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 Inbetta