Mallory Eletroportáteis

What Mallory Eletroportáteis does

Mallory Eletroportáteis is a Brazilian manufacturer of small home appliances (eletroportáteis) operating under the legal entity Cesde Indústria e Comércio de Eletrodomésticos Ltda. Founded in 1974 and headquartered at Av. Comandante Aviador Childerico Mota, 3599 – Galpão A, Bairro Coité, Maranguape, Ceará, the company employs 501–1,000 people and sells across four primary product categories: kitchen appliances (coffee makers, blenders, sandwich makers, grills, food processors), personal care devices (blow dryer brushes, hair clippers, epilators, bathroom scales), ventilation (table, column, and wall fans), and licensed lifestyle lines featuring Disney, Star Wars/Lucasfilm, and MasterChef Brasil branding. Its product portfolio includes technical differentiators such as the proprietary TS-grade special grill system used across its fan line (with 6- and 15-blade propellers engineered for higher airflow at lower noise), tourmaline-ion technology in hair care brushes, programmable digital panels on coffee makers, and dual-voltage (110V/220V) configurations. All products carry a 12-month warranty and are priced between R$63 and R$789.

Name

Mallory Eletroportáteis

Legal name

Cesde Indústria e Comércio de Eletrodomésticos Ltda.

Website

https://mallory.com.br

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Mallory Eletroportáteis is a 1974-founded Brazilian manufacturer of small home appliances selling kitchen, personal care, ventilation, and Disney/Star Wars/MasterChef-licensed products via DTC e-commerce and third-party retail to Brazilian households.

Ownership category

akta.pro rank

Product category

Consumer Electronics

NAICS

Small Electrical Appliance Manufacturing (335210), Electronics and Appliance Retailers (4492)

SIC

Electric Housewares & Fans (3634)

akta.pro primary industry

Kitchen Gadgets & Tools Retail (CRACADAB)

akta.pro secondary industry

Coffee, Espresso & Tea Appliances Retail (CRACADAC)

Keywords

• Small home appliances
• Kitchen appliances
• Personal care devices
• Home ventilation fans
• Licensed consumer products

Headquarters

HQ city

Maranguape

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: Mallory generates revenue through the sale of physical home appliances and personal care products. Products are sold as one-time purchases with no subscription component. Revenue is generated through e-commerce direct sales (mallory.com.br) and third-party retail channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Mallory Eletroportáteis manufactures and sells small electric home appliances for the Brazilian consumer market, including coffee makers, blenders, sandwich makers, grills, food processors, fans, hair dryers, trimmers, and digital scales. The company extends its lineup through licensed co-branded products featuring Disney (Mickey Mouse, Stitch), Star Wars (Darth Vader, Grogu), and MasterChef Brasil characters. Products are sold through the company's own e-commerce store and third-party retail channels across Brazil, supported by installment payment options and a 12-month warranty.

Product overview

Mallory Eletroportáteis is a Brazilian home appliance brand offering a diversified portfolio of small electric appliances organized into four main product categories: Kitchen (Cozinha), Personal Care (Cuidados Pessoais), Ventilation (Ventilação), and Licensed/Lifestyle lines. The core kitchen lineup includes electric coffee makers (Essenza Italian, Easy Coffee, Aroma Plus), blenders (Taurus, Fast Mix, Prisma, Gourmet processor), sandwich makers/grills (Classic Grill, Supreme Toast, Asteria Compact), and food processors (New Oggi mini processor). The licensed Disney/Star Wars sub-lines repurpose the same appliance categories (sandwich makers, blenders, coffee makers with grinder, popcorn makers, toasters) with themed designs featuring Mickey Mouse, Stitch, and Star Wars characters. Personal care products include the Sublime Liss 3-in-1 blow dryer brush, Total Groom 16-in-1 and Alpha Blade 3-in-1 hair trimmers, Smart Power hair clipper, Multi Senses 4-in-1 feminine epilator, and Oslo digital bathroom scale. The ventilation line covers table fans (Egeo, Turbo Fresh, Turbo Compact), column fans (EOLO, Chronos, Max Control), and wall fans (Smart Control), all featuring TS-grade grill systems and varying blade counts (6–15 blades). Products are uniformly built with 12-month warranties and offered in 110V/220V dual voltage options.

Differentiator

Problem solved

Functional benefit

Brands

• Mallory: Primary brand for household appliances including kitchen appliances, personal care products, and ventilation fans.

Products and services

• Cafeteira Italiana Elétrica Mallory Essenza Electric Italian-style coffee maker with transparent glass lid, 480W power, prepares up to 6 cups in 6 minutes, aluminum body with bamboo details, aimed at Brazilian consumers seeking stovetop-quality coffee without a stovetop.
• Cafeteira Elétrica Mallory Easy Coffee Programmable electric drip coffee maker with digital panel, stainless steel carafe, 1.5L / 32-cup capacity, 900W, auto shut-off, intended for Brazilian households needing daily large-volume brewing.
• Cafeteira Elétrica Mallory Aroma Plus 18x Electric drip coffee maker with drip-stop system, warming plate, reusable filter, 750ml capacity, brewing up to 18 cups in 8 minutes, for everyday household use.
• Cafeteira e Moedor de Grãos Mallory Star Wars Darth Brew Star Wars / Lucasfilm-licensed electric coffee maker with integrated bean grinder, featuring a Darth Vader-inspired carafe, sold as part of Mallory's character-licensed kitchen line.
• Cafeteira e Moedor de Grãos Mallory Star Wars Jedi Brew Star Wars / Lucasfilm-licensed electric coffee maker with integrated bean grinder, featuring a Jedi-themed carafe, part of the Mallory Star Wars kitchen line.
• Sanduicheira Elétrica Mallory Classic Grill 2-in-1 electric sandwich maker and grill with dual anti-stick plates, LED indicators, cool-touch handle, 750W, for everyday household sandwich and grill preparation.
• Sanduicheira Elétrica Mallory Mickey Mouse Funny Plates Disney-licensed electric sandwich maker with Mickey Mouse-themed plates, anti-stick surface, LED indicators and cool-touch handle, designed for family use and themed kitchen collections.
• Sanduicheira Elétrica Mallory Stitch Disney-licensed electric sandwich maker with exclusive Stitch design, dual anti-stick plates, LED indicators, cool-touch handle and safety lock, 750W.
• Sanduicheira Elétrica Mallory Star Wars Empire Plates Star Wars licensed electric sandwich maker with Empire-themed plates, anti-stick coating, LED indicators, cool-touch handle and safety lock, 750W.
• Sanduicheira Elétrica Mallory Supreme Toast Compact electric sandwich and toast maker with dual anti-stick cutting plates, LED indicators, cool-touch handle, 750W, for everyday kitchen toast and sandwich preparation.
• Liquidificador Mallory Taurus Vermelho High-power 1300W blender with 12 electronic speeds, 3.1L extra-large jar, Pulsar, Ice Crush, Self-cleaning functions, stainless steel filter and 4-blade stainless steel assembly.
• Liquidificador Mallory Fast Mix Compact 502W blender with 2 speeds, Pulsar, Self-cleaning functions, 2.1L jar, stainless steel blade and ergonomic handle, for everyday household blending.
• Liquidificador Mallory Prisma 3-speed blender with Pulsar and Self-cleaning functions, 2.2L jar, available in red, black and white variants.
• Liquidificador Individual Mallory Mickey Mouse Disney-licensed single-serve 300W personal blender with Mickey Mouse design, 400ml and 600ml cups included, anti-slip feet, for individual smoothies and shakes.
• Liquidificador Individual Mallory Stitch Disney-licensed single-serve 300W personal blender with Stitch design, 400ml and 600ml cups included, anti-slip feet and 122cm cable.
• Liquidificador Individual Mallory Grogu Star Wars / Lucasfilm-licensed single-serve 300W personal blender with Grogu (Baby Yoda) design, 400ml and 600ml cups, anti-slip feet and 122cm cable.
• Liquidificador e Processador Mallory Gourmet 1000W blender and food-processor combo with 6 stainless steel blades, ice-crushing capability, Easy Touch panel and 2 Tritan cups with lids, for advanced home food preparation.
• Mini Processador Mallory New Oggi Compact 150W food processor with 350ml capacity, chop/grind/mix functions, anti-slip feet, safety lock and stainless steel blade.
• Grill Asteria Compact Mallory Multi-function electric grill with adjustable height system, dual non-stick plates, stainless steel exterior, LED indicators, cool-touch handle, safety lock and 900W power.
• Pipoqueira Elétrica Mallory Mickey Mouse Disney-licensed oil-free electric popcorn maker with Mickey Mouse design, dispensing spout, butter measuring cup and anti-slip feet.
• Pipoqueira Bowl Star Wars Mallory Star Wars licensed popcorn maker with bowl lid, suited for sweet or salty popcorn, with on/off button and anti-slip feet.
• Torradeira Mallory Star Wars Star Wars licensed electric toaster with 6 browning levels for household bread toasting.
• Escova Secadora Mallory Sublime Liss 3 em 1 3-in-1 blow-dryer brush (1200W) that dries, straightens and styles all hair types, featuring Tourmaline ion technology that seals hair cuticles for added shine and reduced frizz, with 3 temperatures and 2 speeds.
• Aparador de Pelos Mallory Total Groom 16 em 1 16-in-1 cordless multifunctional personal groomer with chrome steel blades, precision trimmer, nose/ear trimmer, micro shaver, 6 guide combs (1–9mm), 12mm guide, USB charging, support base, 5W.
• Aparador de Pelos Mallory Alpha Blade 3 em 1 3-in-1 cordless hair trimmer with ceramic blades for smooth pull-free cutting, rounded head for skin protection, washable head, includes cleaning brush, lubricating oil, Type-C charging cable and 2 guide combs, 5W.
• Cortador de Pelos Mallory Smart Power Wired 220V hair clipper with high-durability chrome steel blades, height adjustment lever, 4 guide combs (3, 6, 9, 12mm) and accessories including blade cover, cleaning brush, oil, comb and scissors.
• Depilador Feminino Mallory Multi Senses 4 em 1 4-in-1 cordless feminine epilator with body hair trimmer, skin-close epilator, nose and eyebrow trimmer, travel case, washable accessories, 5W.
• Balança Digital Mallory Oslo Ultra-slim digital bathroom scale with tempered glass finish, maximum capacity 150kg, auto shut-off, battery included.
• Ventilador de Mesa e Parede Mallory Egeo Table and wall fan (40cm diameter) with proprietary 15-blade propeller and TS-grade grill system, 140W, 3 speeds, horizontal oscillation, vertical tilt, energy efficiency class A.
• Ventilador Mallory Mesa e Parede Turbo Fresh 40cm Table and wall fan (40cm diameter) with 6-blade propeller and TS-grade grill, 126W, 3 speeds, horizontal oscillation, vertical tilt, removable grill.
• Ventilador de Mesa Mallory Turbo Compact 30cm Compact 30cm table fan with 6-blade propeller and TS-grade grill, 140W, 3 speeds, energy efficiency class A.
• Ventilador de Coluna Mallory EOLO Column fan (40cm diameter) with 6-blade propeller and TS-grade grill, 126W, 3 speeds, adjustable height (1.12–1.30m), horizontal oscillation, vertical tilt, removable grill, turbo function.
• Ventilador de Coluna Mallory Chronos Column fan (40cm diameter) with 6-blade propeller, remote control, programmable auto shut-off up to 7 hours, 140W, 3 speeds, adjustable height (1.12–1.30m), turbo function, energy efficiency class A.
• Ventilador de Coluna Mallory Max Control Column fan with 15-blade propeller, remote control, 140W, maximum air flow and minimum noise, Smart Swing system, energy efficiency class A.
• Ventilador de Parede Mallory Smart Control Wall fan with remote control, 140W, Smart Swing system, 15-blade propeller, 3 speeds.

Quantifiable outcome

• Products prepared and delivered with quality assurance and 12-month warranty coverage

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• VTEXcoreTechnology or IntegrationVTEX provides the e-commerce platform infrastructure for mallory.com.br, enabling the company's online sales operations. VTEX is a leading commerce cloud platform provider in Latin America.
• FullCommerce BrasilcoreImplementation/ SI/ Consulting PartnerFullCommerce Brasil manages and operates the Mallory e-commerce store (mallory.com.br), handling the online retail operations from their facility in Extrema, MG. CNPJ: 22.648.371/0004-60.
• Disney (Licensing)flagshipOEM/ Whitelabel/ Licensing PartnerMallory holds licensing rights to produce and sell home appliances featuring Disney characters including Mickey Mouse and Stitch. Product lines include sandwich makers, blenders, popcorn makers, and toasters with Disney branding.
• Star Wars/Lucasfilm (Licensing)flagshipOEM/ Whitelabel/ Licensing PartnerMallory holds licensing rights to produce and sell home appliances featuring Star Wars characters including Darth Vader (Darth Brew coffee maker), Grogu (Baby Yoda blender), and Imperial designs. Product lines include coffee makers with grinders, blenders, and toasters.
• MasterChef Brasil (Licensing)coreOEM/ Whitelabel/ Licensing PartnerMallory has a MasterChef Brasil licensing partnership, promoting products under the MasterChef Brasil brand association. Visible in promotional materials and sales campaigns.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Philco: Brazilian small-appliance brand selling kitchen, ventilation, and personal care products through a similar multi-channel retail and e-commerce model, targeting the same value-conscious Brazilian consumer.
• Arno: Brazilian small-appliance specialist (part of SEB Group) with a long heritage in coffee makers, fans, and personal care — overlaps heavily with Mallory's core assortment and target customer.
• Britânia: Brazilian small-appliance brand offering blenders, sandwich makers, fans, and personal care devices with comparable price points and broad retail distribution across Brazil.
• Oster: Global small-appliance brand with a strong Brazilian presence in blenders, coffee makers, and food processors — competes in the same kitchen-appliance categories as Mallory.
• Mondial: Brazilian small-appliance manufacturer and retailer with overlapping kitchen, personal care, and ventilation categories and a similar value-tier positioning in the Brazilian market — the most direct head-to-head competitor.
• Walita: Philips' Brazil-focused small-appliance brand covering blenders, coffee makers, and personal care devices, going head-to-head with Mallory in the mid-market and online channels.

Broad incumbents

• Black & Decker: Global power and home-appliance brand selling small kitchen, personal care, and home-comfort products in Brazil via Stanley Black & Decker — a broader incumbent with overlapping categories.
• Panasonic Brasil: Global consumer electronics conglomerate with a Brazilian small-appliance presence in kitchen and personal care — a broader incumbent competing in the same household routines.
• Electrolux Brasil: Large Swedish appliance multinational with a meaningful Brazilian small-appliance line (blenders, fans, coffee makers) — broader portfolio but directly overlapping on Mallory's hero categories.
• Hamilton Beach: US-based small-appliance manufacturer with products in coffee makers, blenders, and personal care distributed in Brazil through retail and e-commerce — comparable categories, broader geographic scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC7Icp4aJ7Iuqs0A3JObjGYA
• Facebookfacebook.com/MyMallory
• LinkedInlinkedin.com/company/malloryeletroportateis
• Instagraminstagram.com/mymallory
• Pinterestbr.pinterest.com/MinhaMallory
• TikToktiktok.com/@malloryeletroportateis

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 Mallory Eletroportáteis