What Toque a Campainha does

Toque a Campainha is a Brazilian direct-to-consumer furniture retailer headquartered in Rio de Janeiro (Rua José dos Reis, 2001 - Inhaúma), operating since 1984 with a workforce of 501–1,000. The company sells upholstered furniture (fixed, sofa-bed, retractable/reclinable, corner, and chaise sofas, plus armchairs and puffs), wardrobes (sliding and hinged doors in widths up to 2.75m), media furniture (TV racks, panels, home theater units), bedroom furniture (beds, box springs, dressers, nightstands, desks), mattresses (spring and foam in densities D26–D45), and dining room sets (tables, chairs, buffets). Technical components include D28–D45 density foam, pocket spring (molas ensacadas) systems, S-type steel springs with elastic straps, telescopic drawer slides, UV-textured paint finishes, and orthopedic box spring constructions.

The business is built on a Nuvemshop (mitiendanube) e-commerce storefront with WhatsApp integration for direct customer communication and sales support. The company runs a DTC go-to-market with no disclosed wholesale or B2B channel, supplementing the website with WhatsApp consultation, email newsletter, and Pinterest for visual discovery. All revenue is generated from one-time furniture sales priced in Brazilian Reais, with payment options of up to 10x interest-free credit card installments or a 15% PIX discount. To drive basket size, the company offers free delivery, in-home assembly, and waterproofing for orders above R$1,000 in Rio de Janeiro capital and Baixada Fluminense, with shipping quotes for Niterói and São Gonçalo. The customer base is end consumers (Brazilian households) in the state of Rio de Janeiro, with no enterprise or B2B customers, no external investors, and no parent company or subsidiary structure disclosed.

Name

Toque a Campainha

Legal name

Toque a Campainha

Website

https://www.toqueacampainha.com.br/

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Toque a Campainha is a supplier of chairs, dressers, carpets, desks, mattresses, and counter tops for the living room, office, and kitchen.

Ownership category

akta.pro rank

Headquarters

HQ city

Rio De Janeiro

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Furniture Product Sales: One-time sales of furniture products including sofas, armchairs, beds, wardrobes, mattresses, dining sets, and home theater furniture. Revenue is generated through direct e-commerce transactions with customers purchasing via credit card (up to 10x installments), PIX (15% discount), or PayPal.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Toque a Campainha is a Brazilian direct-to-consumer furniture e-commerce retailer selling sofas, armchairs, wardrobes, beds, box springs, dressers, desks, nightstands, mattresses, dining tables and chairs, TV racks, panels, and home theater units to household consumers. Orders above R$1,000 in Rio de Janeiro Capital and Baixada Fluminense include free delivery, in-home assembly, and waterproofing. Payments are accepted via credit card (up to 10x interest-free installments), PIX (15% discount), and PayPal.

Product overview

Toque a Campainha is a Brazilian furniture e-commerce retailer offering a comprehensive portfolio of residential furniture across multiple categories. The product lineup includes upholstered furniture (ESTOFADOS) featuring sofas in various configurations (fixed, sofa beds, retractable/reclinable, corner sofas, and armchairs), storage solutions (ARMÁRIO) including wardrobes with sliding and hinged doors in multiple sizes, media furniture (RACKS/PAINÉIS/HOME THEATER) for television display, bedroom furniture (QUARTO) encompassing beds, box springs, dressers, nightstands, and desks, mattresses (COLCHÕES) in both spring and foam technologies in various densities, and dining room furniture (SALA DE JANTAR) including tables, chairs, sets, and buffets. The company operates primarily as a B2C e-commerce platform selling directly to consumers in Brazil, with a physical store presence in Rio de Janeiro (Rua José dos Reis, 2001 - Inhaúma). Notable product technology includes D28-D45 density foam cushioning, pocket spring (molas ensacadas) systems, S-type steel springs with elastic straps, telescopic drawer slides, UV paint finishes, and orthopedic mattress constructions. The company offers free delivery and assembly for purchases over R$1,000 in Rio de Janeiro municipalities, with payment options up to 10 installments without interest.

Differentiator

Problem solved

Functional benefit

Products and services

• Sofas and armchairs (Estofados) Upholstered seating assortment including fixed 2- and 3-seater sofas, sofa-beds, retractable/reclinable sofas, corner sofas, chaise sofas, reclining armchairs, decorative armchairs, and ottomans/daybeds, with D28-D33 foam cushions, S-type steel springs, and elastic straps. Targeted at Brazilian households furnishing living rooms.
• Wardrobes and storage cabinets (Armário) Bedroom wardrobes in MDF/MDP with sliding-door or hinged-door configurations sized from 1.41m to over 2.73m, plus multi-purpose storage cabinets and combo bundles. Features aluminum hanging bars, telescopic drawer slides, UV paint finishes. Targeted at Brazilian households needing bedroom storage.
• TV racks, panels, and home theater units (Racks/Painéis/Home Theater) Media furniture including TV racks and panels for televisions from 60 to 78 inches and home theater units sized up to 84-inch TVs, with integrated storage configurations. Targeted at Brazilian households setting up living room media areas.
• Bedroom furniture (Quarto) Traditional beds (single, double, bunk, headboard configurations), box foundations (base box with or without storage drawers), orthopaedic box spring beds (Colchobox), dressers/shoe storage cabinets, writing desks/vanity tables, and nightstands. Targeted at Brazilian households furnishing bedrooms.
• Mattresses (Colchões) Spring mattresses with pocketed coils (molas ensacadas) and foam mattresses including high-resilience options, available in D26 to D45 densities and in single, double, and queen sizes. Targeted at Brazilian households purchasing sleep products.
• Dining room furniture (Sala de Jantar) Dining tables in multiple sizes, dining chairs, complete dining room sets combining tables and chairs, and buffets/china cabinets (cristaleiras) for dining room storage and display. Targeted at Brazilian households furnishing dining spaces.
• Delivery, assembly, and waterproofing services Bundled post-sale services included free for purchases above R$1,000 in Rio de Janeiro Capital and Baixada Fluminense: in-home delivery, furniture assembly, and waterproofing treatment of upholstered items. Targeted at retail customers who cannot self-transport or self-assemble large furniture.

Quantifiable outcome

• Free delivery + assembly + waterproofing for orders above R$1,000 in RJ
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves3 records

Expansion highlights3 records

Direct peers

• Madeira Madeira: Brazil's largest online-only furniture and home decor retailer, selling sofas, wardrobes, beds, and mattresses direct-to-consumer across Brazil. Direct competitor to Toque a Campainha in DTC furniture e-commerce, with similar product categories but national scale.
• Mobly: Brazilian online furniture and home goods retailer offering sofas, wardrobes, beds, and decor with delivery across Brazil. Comparable DTC furniture e-commerce model targeting Brazilian households.
• Westwing Brasil: Brazilian online home decor and furniture retailer offering curated furniture, decor, and home goods with frequent promotional campaigns. Comparable DTC furniture e-commerce positioning in Brazil.
• Oppa Móveis: Brazilian DTC furniture brand selling sofas, armchairs, and home furnishings online with delivery across Brazil. Comparable direct-to-consumer model targeting mid-market Brazilian consumers.
• Tok&Stok: Brazilian furniture and home accessories retailer with strong assortment across living, bedroom, and dining room categories. Comparable product mix and target customer to Toque a Campainha.

Broad incumbents

• Magazine Luiza (Magalu): Major Brazilian multi-category retailer with a large furniture and home furnishings department, national logistics, and marketplace capabilities. Overlaps with Toque a Campainha in furniture assortment but at much broader scale.
• Casas Bahia (Via): Large Brazilian retailer carrying furniture, mattresses, and home goods with national distribution and installment financing. Competes with Toque a Campainha in furniture while operating across many other categories.
• Leroy Merlin Brasil: French home improvement retailer operating in Brazil with a meaningful furniture and home furnishings assortment alongside DIY, decor, and construction products. Adjacent competitor for furniture purchases.
• Mercado Livre (MercadoLibre): Latin America's largest e-commerce marketplace with deep Brazilian penetration across furniture, mattresses, and home goods. Increasingly a destination for furniture buyers and a competitive threat to DTC specialists.

Emerging players

• Wayfair: Global online furniture and home goods marketplace with massive catalog and drop-ship logistics. While not yet dominant in Brazil, it represents the global benchmark for online furniture retail scale and experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xwa.me/552132969090

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Toque a Campainha