Altomax
Altomax is a Brazilian textile distributor selling underwear, socks and home textiles under own brand Hoahi plus licensed brands (Reebok, Polo Wear, Nautica, Warner Bros) via a VTEX-powered DTC e-commerce site and a national wholesale network of 55+ trucks serving retailers across Brazil.
- Company typePrivate
- Founded2006
- HeadquartersOsasco, Brazil
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Altomax does
Altomax is a privately held Brazilian textile distribution and e-commerce company, founded in 2006 as André Parize Ltda. EPP in Guaíra, Paraná, and now headquartered in Foz do Iguaçu, Paraná. The company distributes underwear, socks, blankets, bedspreads, coverlets and rugs across Brazil through two channels: a national wholesale network serving small, medium and large retailers, and a direct-to-consumer e-commerce storefront at altomax.com.br. The wholesale operation is supported by a logistics fleet of more than 55 trucks and distribution centers in Foz do Iguaçu/PR (inaugurated early 2023) and Nova Odessa/SP (since 2015), plus a branch in Mundo Novo/MS (since 2012).
The product mix combines the own brand Hoahi (manufactured by partner Hoahi S.A. in Paraguay under a 2016 strategic partnership) and the in-house Rafa Parize line with licensed international brands including Reebok, Polo Wear, Nautica and Warner Bros. Underlying technology is conventional: the e-commerce site is built on the VTEX commerce platform with standard checkout, account, wishlist and newsletter features, and the company does not expose any public APIs, SDKs or proprietary AI/ML systems. Payment integration supports PIX (with an automatic 3% discount), credit cards in up to 6 interest-free installments via a third-party gateway, and Boleto; fulfillment is handled by Correios and contracted transportadoras.
Altomax makes money on transaction-based pricing across both channels. On the wholesale side, it sells branded and private-label textile SKUs to retailers with the cost advantage of its own fleet and DCs. On the DTC side, single units start at R$10.99 and multi-packs up to R$149.99, with promotional levers including a 10% first-purchase coupon (ALTOMAX10), a 3% PIX discount, free shipping above R$249, and installment plans up to 6x without interest. Marketing runs through organic social (Instagram, Facebook, YouTube @altomaxoficial), WhatsApp sales support, email newsletter, and seasonal campaigns.
Altomax firmographics
Firmographics- Name
- Altomax
- Legal name
- André Parize Ltda. EPP (renamed to Altomax)
- Website
- https://altomax.com.br
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Altomax is a Brazilian textile distributor selling underwear, socks and home textiles under own brand Hoahi plus licensed brands (Reebok, Polo Wear, Nautica, Warner Bros) via a VTEX-powered DTC e-commerce site and a national wholesale network of 55+ trucks serving retailers across Brazil.
- Ownership category
- akta.pro rank
Altomax industry classification
Industry- Product category
- Underwear and Textile Manufacturing
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Apparel Manufacturing (315), Clothing and Clothing Accessories Merchant Wholesalers (42435)
- SIC
- Retail-Women's Clothing Stores (5621), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Denim & Casualwear Specialty Retail (CRAAABAN)
- akta.pro secondary industries
- Underwear & Socks (Children) (CRAAAHAI), General Fabric & Textile Stores (CRALADAA)
Keywords
Where Altomax is headquartered
LocationHeadquarters
- HQ city
- Osasco
- HQ country
- Brazil
- HQ region
- Latin America
Offices5 records
Markets served
Altomax business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- E-commerce direct sales (DTC): Direct online sales through own VTEX-powered storefront altomax.com.br; one-time purchases of underwear and socks under own brand Hoahi plus licensed brands; payment via PIX (3% off), credit card (up to 6x interest-free), Boleto, gift cards. Free shipping above R$249.
- Wholesale / B2B distribution of textile products: National wholesale distribution of textile products (initially socks, blankets, bedspreads, throws, rugs; expanded into underwear via Hoahi S.A. partnership) to small, medium and large retailers across Brazil. Distribution carried out via fleet of 55+ trucks and multiple distribution centers.
- Promotional / discount revenue optimization: Marketing-driven revenue with first-purchase coupon (ALTOMAX10 = 10% off), 3% off for PIX, installment plans up to 6x without interest, and periodic campaigns (e.g., Mês do Consumidor 09/03/2026 to 31/03/2026 with 15% off on 3+ units).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | First-purchase coupon: ALTOMAX10 = 10% off |
| Other | Pay-as-you-go | PIX payment: 3% off |
| Other | Pay-as-you-go | Credit card installments up to 6x without interest |
| Unit Pricing | Pay-as-you-go | Product-level unit pricing (BRL) |
| Other | Pay-as-you-go | Free shipping above R$249 (main page) / R$199.99 (help center) |
| Other | Pay-as-you-go | Gift card (Vale-Presente) redemption |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Altomax product offering
Product offeringCore offering
Altomax manufactures, distributes and sells textile products — primarily underwear (cuecas, calcinhas) and socks — under its own brand Hoahi, its own Rafa Parize line, and licensed international brands (Reebok, Polo Wear, Nautica, Warner Bros). Sales are executed through a direct-to-consumer e-commerce storefront (altomax.com.br) and a national wholesale distribution network serving small, medium and large retailers across Brazil.
Differentiator
Problem solved
Functional benefit
Brands
- Hoahi: Underwear and sock products manufactured by Hoahi S.A. (Paraguay) and commercialized by Grupo Altomax in Brazil under a strategic partnership established in 2016.
- Rafa Parize
Products and services
- Hoahi underwear and socks (own brand) Hoahi is Altomax's flagship own brand of underwear (cuecas, calcinhas) and socks manufactured in partnership with Hoahi S.A. (Paraguay) and sold across Brazil via wholesale distribution and the altomax.com.br e-commerce storefront. Kits of 2, 3, 4 and 6 units are available in poliamida, microfibra and algodão (cotton) variants.
- Rafa Parize boxer underwear and socks (own brand) Rafa Parize is Altomax's own branded line of men's boxer underwear (microfibra) and casual socks, named after the founding Parize family. Sold through the altomax.com.br storefront (kits of 2 starting from R$19.99) and via national wholesale distribution to retailers.
- Reebok licensed-brand underwear (boxer) Licensed Reebok-branded men's boxer underwear (Reebok Classic Algodão line) sold by Altomax on altomax.com.br and through wholesale channels. Kits of 4 from R$69.99; Reebok Microfibra single units from R$10.99.
- Polo Wear licensed-brand underwear (microfibra) Licensed Polo Wear-branded men's underwear (Polo Wear Microfibra line) sold by Altomax on altomax.com.br and through wholesale channels. Single units from R$10.99.
- Warner Bros licensed-character children's underwear and socks Licensed Warner Bros-branded children's underwear and socks (featuring Batman, Superman and Flash characters) sold by Altomax on altomax.com.br and via wholesale. Sized from RN (0-12 months) through juvenile 28-33, with anti-slip and terry-lined features on socks. Single units from R$10.99.
- National wholesale distribution of textile products to Brazilian retailers Altomax's B2B national wholesale distribution service delivers textile products (underwear, socks, home textiles) to small, medium and large retailers across Brazil, supported by a fleet of 55+ trucks and distribution centers in Nova Odessa (SP) and Foz do Iguaçu (PR), with national-level commercial representatives providing broad capillarity.
- Home textile products (bed covers, blankets, coverlets, rugs) — historical core line Altomax's original and historical core product line: bed covers, blankets, coverlets and rugs, distributed nationally through the wholesale network. The line has since been expanded with the addition of underwear and socks via the Hoahi partnership.
Quantifiable outcome
- Free shipping above R$249 / 3% PIX discount / 10% off first purchase
- +2 more outcomes
Companies that use Altomax
Customer profileSegments5 records
Ideal customer profiles3 records
Altomax technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Altomax partnerships and signals
Strategic signalScale indicators5 records
Recent moves11 records
Expansion highlights5 records
Altomax competitors and assessment
Company assessmentBroad incumbents
- C&A Brasil: Brazilian arm of global fast-fashion retailer; competes with Altomax in basic apparel including underwear and socks, and overlaps in licensed brand assortment and installment-payment merchandising in Brazil.
- Malwee: Major Brazilian textile and apparel group with national wholesale and DTC distribution; comparable in multi-channel Brazilian apparel distribution even though its core mix leans more toward fashion apparel than basic underwear/socks.
- Hering: Large publicly listed Brazilian basic apparel and textile company with a broad category portfolio; serves as a broad incumbent comparable in scale, multi-channel distribution, and category breadth even though it does not specialize in Altomax's core underwear/socks niche.
- Lojas Renner: Largest Brazilian fashion retailer with national store footprint and growing e-commerce; competes for the same Brazilian consumer wallet and overlaps in licensed brand apparel assortment relevant to Altomax's licensed portfolio.
- Riachuelo: Large Brazilian vertically integrated fashion retailer with own manufacturing and national retail; comparable in operating model that combines own brand, licensed brand assortment, and a national distribution footprint, though at significantly larger scale.
Emerging players
- Dafiti: Brazilian fashion e-commerce marketplace carrying multiple third-party brands including apparel and basic categories; comparable as a Brazilian online channel that Altomax's own VTEX storefront competes with for the same DTC consumer.
- Kanui: Brazilian fashion and lifestyle e-commerce platform carrying multiple brands across apparel; relevant comparable in DTC e-commerce infrastructure and category overlap (underwear, socks, basic apparel) sold online to Brazilian consumers.
- Positivo (not a peer) — substitute: Zattini: Brazilian fashion e-commerce platform operated by Netshoes/Grupo Zattini; competes with Altomax's DTC storefront in apparel basics and licensed brand merchandising to Brazilian online shoppers.
Direct peers
- Trifil: Brazilian underwear and sock manufacturer with broad retail distribution; competes head-to-head with Altomax's Hoahi line in cuecas, calcinhas, and meias categories in Brazilian retail and DTC.
- Lupo: Brazilian heritage brand specializing in underwear, socks, hosiery, and activewear — directly overlapping Altomax's Hoahi/underwear/socks core assortment, including DTC and wholesale distribution across Brazil.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Altomax social profiles
Digital presenceAltomax financial estimates
Financial estimateRevenue estimate
Valuation estimate
Altomax leadership team
Management profileNumber of profiles
Altomax funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Altomax 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 Altomax
What does Altomax do?
Altomax manufactures, distributes and sells textile products — primarily underwear (cuecas, calcinhas) and socks — under its own brand Hoahi, its own Rafa Parize line, and licensed international brands (Reebok, Polo Wear, Nautica, Warner Bros). Sales are executed through a direct-to-consumer e-commerce storefront (altomax.com.br) and a national wholesale distribution network serving small, medium and large retailers across Brazil.
Is Altomax a public or private company?
Altomax is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Altomax founded?
Altomax was founded in 2006. It employs 1,001 to 5,000 people.
Where is Altomax based?
Altomax is headquartered in Osasco, Brazil, in the Latin America region.
How does Altomax make money?
Three revenue lines are on record. E-commerce direct sales (DTC) is the primary driver. The others are wholesale / B2B distribution of textile products and promotional / discount revenue optimization.
Who are Altomax's main competitors?
Broad incumbents on record are C&A Brasil, Malwee, Hering, Lojas Renner and Riachuelo. Emerging players are Dafiti, Kanui and Positivo (not a peer) — substitute: Zattini. Direct peers are Trifil and Lupo.
Does Altomax have an API?
No public API is recorded for Altomax.
What industry is Altomax in?
Altomax's product category is Underwear and Textile Manufacturing. Its primary akta.pro industry code is CRAAABAN, Denim & Casualwear Specialty Retail, with a secondary code of CRAAAHAI, Underwear & Socks (Children). Its NAICS code is 45811 and its SIC code is 5621.