Consul
Consul is a Brazilian home appliance brand manufacturing and retailing refrigerators, washing machines, stoves, air conditioners, and water purifiers to Brazilian residential consumers through e-commerce, WhatsApp, corporate sales, and a reseller partner network.
- Company typePrivate
- Founded1950
- HeadquartersSão Paulo, Brazil
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Consul does
Consul is a Brazilian home appliance brand that manufactures and retails a broad portfolio of household appliances targeting Brazilian residential consumers. Its product lineup spans cooling (refrigerators, freezers, beer coolers), cooking (gas and electric stoves, microwaves, cooktops, built-in ovens, range hoods), climate control (air conditioners), water solutions (purifiers, dispensers), and laundry (washing machines), with a complementary offering of replacement parts, cookware, utensils, and extended warranty insurance. Technical differentiation centers on refrigerator technologies including Cycle Defrost (automatic defrost to reduce maintenance), Frost Free (no manual defrosting with stable temperature/humidity), and Espaço Extra Frio (additional cooling compartment) on units ranging from 332L to 412L capacity.
The company operates a multi-channel go-to-market: direct-to-consumer e-commerce via consul.com.br, WhatsApp-based ordering, a dedicated corporate sales channel (Vendas Corporativas), and a reseller partner network (Revenda), all within Brazil. Pricing is in Brazilian Reais across entry-level to premium tiers (R$ 1,899 to R$ 3,869 for flagship refrigerators), with Pix discounts and installment plans as key conversion levers. Revenue is primarily one-time hardware sales supplemented by recurring extended warranty revenue and aftermarket parts. The competitive_advantage section references association with "Whirlpool Latin America" for manufacturing scale and supply chain efficiencies, but this is contradicted by the parent_company field returning has_parent: false — this corporate-structure ambiguity should be resolved before relying on the Whirlpool affiliation in any investment decision.
Consul firmographics
Firmographics- Name
- Consul
- Legal name
- Consul
- Website
- https://loja.consul.com.br
- Company type
- Private
- Founded year
- 1950
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Consul is a Brazilian home appliance brand manufacturing and retailing refrigerators, washing machines, stoves, air conditioners, and water purifiers to Brazilian residential consumers through e-commerce, WhatsApp, corporate sales, and a reseller partner network.
- Ownership category
- akta.pro rank
Where Consul is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Markets served
Consul business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Appliance Sales: One-time purchase revenue from selling home appliances including refrigerators, washing machines, stoves, microwaves, freezers, air conditioners, water purifiers, and accessories. Products are sold at various price points with installment payment options.
- Extended Warranty Insurance: Extended warranty service offered as an add-on to appliance purchases, providing additional coverage beyond standard manufacturer warranty.
- Replacement Parts Sales: Sales of replacement parts and accessories for Consul appliances through dedicated parts section.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Entry-level refrigerators starting at R$ 1,899.00 |
| Unit Pricing | Monthly | Mid-range frost-free refrigerators from R$ 2,099.49 to R$ 2,769.00 |
| Unit Pricing | Monthly | Premium refrigerators up to R$ 3,869.00 |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Consul product offering
Product offeringCore offering
Consul is a Brazilian home appliance manufacturer and retailer that designs, produces, and sells household appliances — including refrigerators, washing machines, stoves, microwaves, freezers, cooktops, built-in ovens, range hoods, air conditioners, water purifiers, water dispensers, and beer coolers — through its own e-commerce platform, corporate sales channel, and authorized partner resale network. The company also sells replacement parts, cookware, kitchen utensils, and offers an extended warranty insurance add-on for its appliances.
Product overview
Consul is a Brazilian home appliance brand offering a comprehensive portfolio of household products. The core product lineup includes refrigerators (geladeiras) in various configurations such as Cycle Defrost, Frost Free, Duplex, and freezer-bottom models ranging from 332L to 412L capacity; washing machines (lavadoras); gas and electric stoves (fogões); microwave ovens; freezers; cooktops; built-in ovens; range hoods and exhaust fans; air conditioning units; water purifiers and filters; water dispensers; and beer coolers. The brand also offers complementary products including replacement parts (peças de reposição), cookware (panelas), kitchen utensils, and extended warranty insurance (seguro garantia estendida). Consul positions its products across major home appliance categories including cooling (gelar), cooking (cozinhar), climate control (climatizar), water solutions (beber), and laundry care (lavar e limpar).
Differentiator
Problem solved
Functional benefit
Products and services
- Refrigerators (Geladeiras)
Companies that use Consul
Customer profileSegments1 record
Ideal customer profiles2 records
Consul technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Consul partnerships and signals
Strategic signalRecent moves5 records
Expansion highlights5 records
Consul competitors and assessment
Company assessmentDirect peers
- Brastemp: Brastemp is a leading Brazilian home appliance brand, also under the Whirlpool Latin America umbrella, directly competing with Consul across refrigerators, washers, stoves, and other major appliances in the same price tiers.
- Electrolux Brasil: Electrolux operates a major appliance business in Brazil covering refrigeration, laundry, and cooking — directly overlapping Consul's core categories with comparable mid-market positioning.
- Samsung Home Appliances Brasil: Samsung sells refrigerators, washers, microwaves, and air conditioners in Brazil, competing across virtually all of Consul's product lines, particularly in the mid-to-premium tier.
- LG Home Appliances Brasil: LG offers refrigerators, washing machines, air conditioners, and microwaves in Brazil, overlapping directly with Consul's portfolio and competing on technology and energy efficiency.
- Midea Brasil: Midea manufactures and sells household appliances (refrigeration, laundry, cooking, climate) in Brazil, competing with Consul particularly in the value and mid-tier segments.
Broad incumbents
- Whirlpool: Whirlpool is the global parent group whose Latin America operations supply scale and supply chain advantages to Consul; its global brand competes broadly across the same appliance categories worldwide.
- Panasonic Brasil: Panasonic sells microwaves, air conditioners, and selected major appliances in Brazil — overlapping with Consul's cooking and climate categories as a broader consumer electronics incumbent.
- Bosch Home Appliances: Bosch competes in Brazil with built-in ovens, cooktops, dishwashers, and refrigeration — overlapping with Consul's built-in cooking line at the premium tier.
- GE Appliances: GE Appliances is a broad incumbent manufacturer of major household appliances, comparable in category coverage to Consul though with limited direct Brazil retail presence.
Emerging players
- Haier Brasil: Haier is expanding its presence in Brazil across refrigeration and laundry, emerging as a direct competitor to Consul particularly in the value and mid-market tiers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Consul social profiles
Digital presenceConsul financial estimates
Financial estimateRevenue estimate
Valuation estimate
Consul leadership team
Management profileNumber of profiles
Consul funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Consul 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 Consul
What does Consul do?
Consul is a Brazilian home appliance manufacturer and retailer that designs, produces, and sells household appliances — including refrigerators, washing machines, stoves, microwaves, freezers, cooktops, built-in ovens, range hoods, air conditioners, water purifiers, water dispensers, and beer coolers — through its own e-commerce platform, corporate sales channel, and authorized partner resale network. The company also sells replacement parts, cookware, kitchen utensils, and offers an extended warranty insurance add-on for its appliances.
When was Consul founded?
Consul was founded in 1950. It employs 11 to 50 people.
Where is Consul based?
Consul is headquartered in São Paulo, Brazil, in the Latin America region.
How does Consul make money?
Three revenue lines are on record. Appliance Sales are the primary driver. The others are extended Warranty Insurance and replacement Parts Sales.
Who are Consul's main competitors?
Direct peers on record are Brastemp, Electrolux Brasil, Samsung Home Appliances Brasil, LG Home Appliances Brasil and Midea Brasil. Broad incumbents are Whirlpool, Panasonic Brasil, Bosch Home Appliances and GE Appliances. Haier Brasil is listed as an emerging player.
Does Consul have an API?
No public API is recorded for Consul.