Carulla Vivero S.A.

What Carulla Vivero S.A. does

Carulla Vivero S.A. is a Colombian multi-format supermarket retailer tracing back to 1905, operating as a brand subsidiary under Almacenes Éxito S.A. (NIT 890900608-9) within Grupo Éxito, one of Colombia's largest retail conglomerates. Headquartered in Bogotá with a documented Medellín customer-service line, the company runs an omnichannel operation that combines physical supermarket stores across Colombia with a VTEX-powered e-commerce storefront at carulla.com, dedicated iOS and Android applications (App Carulla), and a WhatsApp sales channel (sales: +57 305 261 44 67; service: +57 305 261 54 42). The merchandising catalog spans more than 100,000 SKUs organized into Fresh Produce, Grocery and Pantry, Delicatessen, Cava (wines and spirits), and a Technology and Electronics vertical that includes premium SKUs such as the Apple iPhone 17 series and MacBook laptops.

The business operates a traditional unit-pricing retail model — no subscription or membership fees — with per-transaction checkout, online payment or cash-on-pickup options, and free-shipping thresholds (e.g., $200,000 COP) on participating wine/spirits brands. Marketing and customer engagement run through Facebook (SupermercadosCarulla), Instagram (placerescarulla), YouTube, and an X account (almacenesexito), with WhatsApp serving as the bottom-of-funnel sales surface. Customer segments are described as horizontal: a primary mass-market consumer base for daily groceries and household essentials, and a secondary premium/curbside-gourmet segment for wines, spirits, and delicatessen. The "Compra y Recoge" (Buy Online, Pick Up In Store) service and Puntos Colombia loyalty integration — a multi-retailer coalition rewards wallet — tie Carulla's digital and physical journeys into the broader Grupo Éxito ecosystem. The company does not disclose standalone revenue, has no recorded institutional funding, and shows no recent M&A, restructuring, or leadership-change events in the supplied data.

Name

Carulla Vivero S.A.

Legal name

Almacenes Éxito S.A.

Website

https://carulla.com

Company type

Private

Founded year

1905

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Carulla Vivero S.A. is a Colombian multi-format supermarket retailer (founded 1905) operating as a brand within Grupo Éxito. It serves Colombian consumers omnichannel via physical stores, a VTEX-powered e-commerce platform, mobile app, WhatsApp ordering, and Compra y Recoge pickup, across 100,000+ SKUs including groceries, premium wines, and electronics.

Ownership category

akta.pro rank

Product category

Supermarket Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110)

SIC

Retail-Grocery Stores (5411), Retail-Nonstore Retailers (5960)

akta.pro industry

PRIMARYCRAHAAAA

Full-Line Supermarkets (National/Regional Chains)

Consumer Products & Retail/Grocery & Food Retail/Supermarkets & Traditional Grocery Stores

SECONDARYCRAHAIAA

General Online Grocery (Full-Basket)

Consumer Products & Retail/Grocery & Food Retail/Online Grocery & Delivery-Only Retail

Keywords

• Grocery retail
• Supermarket chain
• Online grocery
• Fresh produce distribution
• Consumer electronics retail

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Traditional supermarket retail model selling groceries, beverages, household items, electronics, and general merchandise directly to consumers through physical stores and e-commerce channels with per-transaction pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Carulla is a multi-format supermarket chain in Colombia that sells groceries, fresh produce, beverages, household goods, electronics, and general merchandise through physical stores and an e-commerce platform (carulla.com). The retailer positions itself as a premium supermarket brand offering omnichannel shopping including home delivery and in-store pickup options. Carulla is operated by Almacenes Éxito S.A., part of Grupo Éxito, and serves Colombian consumers across multiple store formats including express and hypermarket locations.

Product overview

Carulla Vivero S.A. operates a multi-category e-commerce supermarket platform under the carulla.com brand, owned by Almacenes Éxito S.A. (Grupo Éxito). The platform offers a comprehensive retail portfolio including: an online grocery and pantry service with over 100,000 products; a Cava premium wines and liquors section; a Technology and Electronics category featuring consumer electronics, gaming consoles, and computers; a Delicatessen gourmet specialty foods section; Fresh Produce with fruits and vegetables; and promotional offerings through Canasta del Ahorro. Customers can access these products via website or mobile app with delivery to home or in-store pickup through the Compra y Recoge service. The platform operates on VTEX e-commerce infrastructure and integrates WhatsApp for sales and customer support.

Differentiator

Problem solved

Functional benefit

Products and services

• Carulla Online Supermarket (carulla.com)
• Compra y Recoge (Buy and Pickup)
• Mercado y Despensa (Market and Pantry)
• Frutas y Verduras (Fruits and Vegetables)
• Delicatesen (Delicatessen)
• Cava (Wines and Liquors)
• Premium Whisky Collection
• Tecnología y Electrónica (Technology and Electronics)
• Computadores y Tablets (Computers and Tablets)
• Canasta del Ahorro (Savings Basket)

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Grupo ÉxitocoreStrategic or Co-development PartnerParent company of Carulla Vivero S.A. Carulla operates as part of the Grupo Éxito retail group, Colombia's leading supermarket chain operator. Carulla is a subsidiary brand under Almacenes Éxito S.A. (NIT 890900608-9), with shared infrastructure, loyalty programs (Puntos Colombia), and corporate governance.
• Puntos ColombiacoreGTM or Marketing PartnerLoyalty rewards program integrated into Carulla. Customers can accumulate Puntos Colombia with purchases and redeem rewards across partner retailers in the Éxito group ecosystem.
• Almacenes Éxito S.A.coreStrategic or Co-development PartnerParent legal entity (NIT 890900608-9). Carulla brand operates under the Almacenes Éxito S.A. corporate umbrella, sharing technology platform (VTEX), distribution network, and operational systems.
• VTEXcoreTechnology or IntegrationE-commerce technology platform provider powering carulla.com. The VTEX platform enables the online storefront, product catalog management, shopping cart, and order processing for the digital channel.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jumbo (Cencosud Colombia): Jumbo operates hypermarket-style supermarkets in Colombia under Cencosud, directly competing with Carulla across groceries, electronics, and non-food categories with similar premium positioning and multi-format stores.
• D1: Colombia's largest hard-discount grocery chain, rapidly expanding nationwide with low-price SKUs that pressure Carulla's mass-market basket pricing and traffic.
• Olímpica: Major Colombian supermarket chain with multi-category offering including groceries, electronics, and apparel; competes directly with Carulla in core urban markets.
• Ara: Hard-discount supermarket chain owned by Grupo Éxito's previous parent ecosystem, competing aggressively on price and putting downward pressure on traditional supermarket economics in Colombia.
• Super Inter: Colombian supermarket chain operating under the same Grupo Éxito umbrella as Carulla, but with a value positioning that competes in adjacent price tiers.
• Almacenes Éxito: Sister banner of Carulla under Almacenes Éxito S.A., offering similar full-line grocery and general merchandise assortment but with a value/mass-market positioning versus Carulla's premium tilt; competes for the same Colombian consumer wallet.

Emerging players

• Alkosto: Colombian retail chain focused on electronics and home appliances with growing grocery assortment; competes with Carulla on high-ticket electronics and appliances like MacBooks and TVs.
• Mercado Libre Colombia: Latin America's largest e-commerce marketplace, increasingly competing in grocery and electronics delivery in Colombia; a threat to Carulla's online share of wallet.
• Rappi: Colombian-founded super-app with quick-commerce grocery and dark-store operations that overlap with Carulla's online assortment and delivery proposition.

Broad incumbents

• Falabella Colombia: Large Latin American department store retailer with a growing marketplace and physical presence in Colombia, overlapping with Carulla's electronics, home, and general merchandise categories.

Market position

Strengths2 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/almacenesexito
• YouTubeyoutube.com/channel/UCmFF7DHCnRoK79xjS3bcTIA
• Facebookfacebook.com/SupermercadosCarulla
• Instagraminstagram.com/placerescarulla
• LinkedInlinkedin.com/company/carulla

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 Carulla Vivero S.A.