GMAD

What GMAD does

GMAD is a Brazilian e-commerce retailer founded in 1990 and headquartered in Joinville, Brazil, operating under the legal structure Associação das empresas do grupo GMAD (CNPJ 14.066.270/0001-00). The company specializes in furniture hardware, carpentry supplies, and home decoration products, operating a direct-to-consumer model through its online storefront at gmad.com.br and a physical store network accessed via the Nossas Lojas (Our Stores) section. Its customer base spans professional carpenters and woodworkers, DIY homeowners, and interior designers across Brazil, with no disclosed international operations. The catalog is anchored by cabinet handles (puxadores) as the flagship line and spans 15+ product categories including hardware (ferragens), power tools and machines, MDF panels, adhesives, lighting, garden/leisure, and home goods.

The company's underlying technology is a multi-category e-commerce platform with integrations to technology partners Wicomm and Wake, supporting multiple payment options including PIX (with a 5% discount), boleto bancário, and credit card installments (2-6 installments without interest on many items). GMAD has invested in supporting digital tools, notably the MDF Combinations Simulator (simuladorgmad.com.br) for product configuration, and operates a content portal (Portal TudoparaMóveis) for top-of-funnel content marketing. The company maintains a proprietary GMAD own-brand sub-line covering cargo carts, adhesives, gas pistons, and multiplug towers.

GMAD's revenue model is direct retail sales with unit pricing ranging from approximately R$0.24 to R$1,259.28, supplemented by promotional mechanics including first-purchase coupons of up to 15% (cupom BOASVINDAS) and free-shipping campaigns. The business distributes products from premium third-party brands including Makita (power tools), Tramontina (kitchenware), Zen Design, Torralba, and Jador (handles), Duratex, Guararapes, and Berneck (MDF panels). With 51-100 employees and no disclosed funding rounds, ownership changes, or external investors, GMAD operates as a privately held, family-controlled group entity.

Name

GMAD

Legal name

Associação das empresas do grupo GMAD

Website

https://gmad.com.br

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

GMAD is a Brazilian e-commerce and physical-store retailer founded in 1990, headquartered in Joinville, selling furniture hardware, carpentry supplies, MDF panels, power tools, and home decoration to professional carpenters, DIY homeowners, and interior designers across Brazil under its gmad.com.br storefront.

Ownership category

akta.pro rank

Product category

Furniture Hardware Retail

NAICS

Office Furniture (including Fixtures) Manufacturing (3372)

SIC

Miscellaneous Furniture & Fixtures (2590)

akta.pro primary industry

Garage, Basement & Utility Storage Retail (Workbenches, Cabinets, Heavy-Duty Storage) (CRAIAJAH)

Keywords

• Furniture hardware retail
• Carpentry supplies
• Cabinet handles
• MDF panels
• Home decoration ecommerce

Headquarters

HQ city

Joinville

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct retail sales of furniture hardware, carpentry supplies, and decoration items through gmad.com.br. Products include puxadores (handles), ferragens (hardware), máquinas e ferramentas (machines and tools), painéis e revestimentos (panels and coverings), and various home improvement items. Multiple payment options including PIX, boleto, and credit card installments.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

GMAD is a Brazilian e-commerce and physical retailer that sells furniture hardware, carpentry supplies, power tools, MDF panels, electrical and lighting components, and home decoration items through gmad.com.br and physical store locations. The company curates and resells products from leading manufacturers including Makita, Tramontina, Duratex, Berneck, Zen Design, and Torralba, while also offering its own proprietary GMAD-branded product line spanning multi-use cargo carts, adhesives, gas pistons, and multiplug towers. GMAD operates as a one-stop shop serving professional carpenters, woodworkers, interior designers, and DIY homeowners across Brazil.

Product overview

GMAD is a Brazilian e-commerce retailer specializing in furniture hardware, carpentry supplies, and home decoration. The company operates a multi-category platform offering cabinet handles (Puxadores) as its flagship product line, alongside complementary categories including hardware (Ferragens), power tools and machines (Máquinas e Ferramentas), MDF panels and coverings (Painéis e Revestimentos) from brands like Duratex and Berneck, decoration items, electrical/lighting products, carpentry supplies, home goods, GMAD-branded products, feet and casters, adhesives, edge banding, and garden/leisure products. The platform also features a Makita specialty section and an outlet for discounted items.

Differentiator

Problem solved

Functional benefit

Brands

• GMAD: Proprietary brand of GMAD offering products such as multi-use cargo carts, adhesives, gas pistons, and multiplug towers.

Products and services

• Cabinet Handles (Puxadores)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

14 partnerships are on record, tiered core and minor.

• MakitacoreChannel Partner/ Reseller/ DistributorAuthorized seller and distributor of Makita power tools, accessories, and equipment including drills, saws, sanders, routers, batteries, and tool cases. Extensive Makita product catalog with promotional campaigns and special pricing.
• TramontinacoreChannel Partner/ Reseller/ DistributorReseller of Tramontina kitchenware and cookware products including Allegra Inox cookware sets, Grano frying pans, and other household items.
• Zen DesigncoreChannel Partner/ Reseller/ DistributorDistributor of Zen Design premium cabinet handles and hardware including Santa Fé Cruzado, Plymouth, Cardif, and various other designer handle collections with modern aesthetics.
• TorralbacoreChannel Partner/ Reseller/ DistributorReseller of Torralba hardware products including handles, knobs, and furniture hardware in various finishes such as Cobre, Dourado, Níquel, and Cromado.
• JadorcoreChannel Partner/ Reseller/ DistributorDistributor of Jador premium furniture handles featuring sophisticated designs, glamour finishes, and high-end aesthetics for furniture and doors.
• GeceleminorChannel Partner/ Reseller/ DistributorReseller of Gecele hardware products including cabinet handles and knobs at competitive prices.
• HastvelminorChannel Partner/ Reseller/ DistributorDistributor of Hastvel hardware products including furniture handles.
• BemfixaminorChannel Partner/ Reseller/ DistributorReseller of Bemfixa household utility products including Easy Straps cable organizers, nylon cable ties, felt pads, corner protectors, and door protectors.
• DuratexcoreChannel Partner/ Reseller/ DistributorDistributor of Duratex MDF panels and wood panels for furniture making and carpentry.
• GuararapesminorChannel Partner/ Reseller/ DistributorDistributor of Guararapes MDF panels and wood panels.
• BerneckminorChannel Partner/ Reseller/ DistributorDistributor of Berneck MDF panels.
• ArchiminorChannel Partner/ Reseller/ DistributorDistributor of Archi hardware products including Nordic and Vecchia style handle lines.
• ObispaminorChannel Partner/ Reseller/ DistributorReseller of Obispa hardware products including Pádua handles.
• GerisminorChannel Partner/ Reseller/ DistributorDistributor of Geris hardware products including Tokyo double handles for glass doors.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Telhanorte: Established Brazilian home improvement retailer with omnichannel presence, strong in building materials and finishing products. Directly comparable to GMAD on panels, hardware, and tools, though focused more on construction/professional segments.
• Obramax: Home improvement and construction retailer in Brazil (Leroy Merlin group) with growing e-commerce. Competes on similar product categories as GMAD but operates at much larger scale and with a more construction-focused customer base.
• C&C Casa e Construção: Brazilian home improvement and construction materials chain with both physical stores and online sales. Competes with GMAD on tools, hardware, and MDF/panel categories but with substantially larger purchasing scale and broader assortment.
• Magazine Luiza (Magalu): Large Brazilian omnichannel retailer with a substantial home, furniture, and tools category. Overlaps with GMAD on certain furniture hardware and decoration SKUs but competes primarily as a generalist marketplace rather than a specialist.
• Leroy Merlin Brasil: Major omnichannel home improvement and construction retailer operating a large store footprint plus e-commerce in Brazil. Overlaps with GMAD on hardware, tools, and panels categories but serves a much broader DIY/maintenance audience at scale.

Direct peers

• Madeira Madeira: Brazil's largest online-focused furniture and home goods retailer, offering a broad catalog across furniture, decoration, and finishing materials. Highly comparable to GMAD in e-commerce-first GTM and target customer overlap (DIY homeowners and small interior projects), though materially larger and more venture-backed.

Regional players

• Ferreira Costa: Northeast-Brazil-based home improvement and construction retailer with growing e-commerce. Comparable assortment overlap (hardware, tools, finishing) with GMAD but geographically concentrated in a different region.
• Cassol Centerlar: Regional home improvement and building materials chain headquartered in Santa Catarina, sharing GMAD's regional footprint. Overlaps on construction materials, tools, and finishing categories at the SMB and consumer level.
• Balaroti: Regional home improvement retailer concentrated in southern Brazil (Paraná, Santa Catarina), directly competing with GMAD in the Joinville/southern Brazilian market on hardware, tools, and finishing materials. Strong geographic overlap with GMAD's home base.

Emerging players

• Westwing Brasil: Online home and decoration retailer offering curated furniture and decor products. Comparable to GMAD's decoration category and DTC e-commerce motion, though with stronger private-label design positioning and lower overlap on hardware/tools.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@GRUPOGMAD
• Facebookfacebook.com/GRUPOGMAD
• LinkedInbr.linkedin.com/company/grupogmad
• Instagraminstagram.com/gmadecommerce/#
• TikToktiktok.com/@grupogmad

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 GMAD