Home Is...

What Home Is... does

Home Is... (legal entity HOME IS ARTIGOS PARA CASA LTDA) is a privately held Brazilian e-commerce retailer operating from Rio de Janeiro, specializing in bed, bath, table, and home décor textiles under the "cama, mesa, banho, decoração, enxoval" category. The company sells a curated multi-brand assortment of bedding, bath, table, and decorative products to individual Brazilian consumers, with featured brands including Altenburg (83 products), Buddemeyer (206 products), Döhler (69 products), SBX (23 products), Interlar (43 products), Plumasul, and Rozac. The product catalog spans sheet sets, blankets, quilts, duvets, mattress and pillow protectors, crib bedding, tablecloths, place mats, kitchen towels, bath towel sets, bathroom rugs, curtains, sofa covers, and area rugs, with most products being 100% cotton in thread counts ranging from 130 to 400 fios.

The company's e-commerce storefront is built on the Tray platform, which provides standard product catalog management, shopping cart, checkout, and order tracking functionality. Home Is extends its reach beyond its owned website (homeis.com.br) through seller/lojista listings on 12+ Brazilian marketplaces, including Amazon, Mercado Livre, Magazine Luiza, Casas Bahia, Shopee, TikTok Shop, Madeira Madeira, Camicado, Casa & Video, Colombo, Extra, and Ponto Frio. Payment options cover Pix, Boleto Bancário, and six major credit card networks, with installment plans up to 10x interest-free (minimum R$39.90 per installment) and free shipping for orders above R$150.

The business model is direct-to-consumer retail, monetized through direct online sales and marketplace sales with no disclosed subscription, licensing, or B2B revenue stream. Customer acquisition is driven by email/newsletter marketing (with a BOASVINDAS 10% first-purchase coupon), marketplace SEO/discovery, and a social commerce presence on TikTok Shop. The company operates with a single HQ in Rio de Janeiro, has no disclosed institutional funding, no parent company, and no disclosed headcount.

Name

Home Is...

Legal name

HOME IS ARTIGOS PARA CASA LTDA

Website

https://homeis.com.br

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Home Is... is a privately held Brazilian e-commerce retailer (HOME IS ARTIGOS PARA CASA LTDA) based in Rio de Janeiro, selling curated bed, bath, table, and home décor textiles from brands such as Altenburg, Buddemeyer, Döhler, and SBX to Brazilian consumers via its owned site homeis.com.br and 12+ marketplaces.

Ownership category

akta.pro rank

Product category

Home Textiles Retail

NAICS

Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA)

akta.pro secondary industries

Table Linens Retail (Tablecloths, Napkins, Runners, Placemats) (CRAIALAE), Soft Home Décor Textiles Retail (Throws, Blankets, Cushion Covers) (CRAIALAG)

Keywords

• Home textile retail
• Bedding products
• Bath linens
• Table linens
• Home decor

Headquarters

HQ city

Rio De Janeiro

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct Online Sales: Home Is generates revenue through direct online sales of bed, bath, table, and home décor products via its owned e-commerce website (homeis.com.br), serving end-consumer customers across Brazil with single-product and multi-item purchases.
2. Marketplace Sales: Revenue generated through sales on major Brazilian marketplaces including Amazon, Mercado Livre, Magazine Luiza, Casas Bahia, Shopee, and others, expanding reach beyond the owned e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Home Is... is a Brazilian direct-to-consumer online retailer specializing in bed, bath, table, and home décor products. The company curates and sells textile products from premium brands such as Altenburg, Buddemeyer, Döhler, and SBX through its owned e-commerce site (homeis.com.br) and across 12+ Brazilian marketplaces including Amazon, Mercado Livre, Magazine Luiza, Casas Bahia, and Shopee. The assortment covers sheet sets, duvets, bath towel sets, table linens, curtains, rugs, and crib bedding.

Product overview

Home Is... is an online e-commerce retailer specializing in bedding, table, bath, and home decoration products. The company operates as a curated marketplace offering products across six main categories: Cama (bedding including sheet sets, sheets, pillowcases, blankets, quilts, duvets, mattress and pillow protectors, and crib bedding), Berço (crib products), Mesa (table linens including tablecloths, place mats, and kitchen towels), Banho (bath products including towel sets, bath/face/hand/floor towels, and bathroom rugs), and Decoração (curtains, sofa blankets, decorative runners, and rugs). The platform features multiple third-party textile brands including Altenburg (83 products), Buddemeyer (206 products), Döhler (69 products), SBX (23 products), Interlar (43 products), Plumasul (4 products), and Rozac (2 products), with a special promotional line called Bud Vision New Colors. Products are primarily 100% cotton with various thread counts (130-400 fios) and feature digital printing technology for sustainability.

Differentiator

Problem solved

Functional benefit

Products and services

• Bed Linens & Bedding
• Crib Bedding (Berço)
• Table Linens (Mesa)
• Bath Linens (Banho)
• Home Décor
• Brand Catalog: Altenburg, Buddemeyer, Döhler, SBX
• Bud Vision New Colors Promotional Collection

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration20 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Amazon Brazil (Marketplace)coreChannel Partner/ Reseller/ DistributorHome Is operates as a seller/lojista on Amazon Brazil marketplace, expanding its online reach to Amazon's customer base in Brazil.
• Mercado Livre (Marketplace)coreChannel Partner/ Reseller/ DistributorPresence on Mercado Livre as a seller/lojista, leveraging one of Brazil's largest e-commerce platforms for product distribution.
• Magazine Luiza (Marketplace)coreChannel Partner/ Reseller/ DistributorMarketplace listing on Magazine Luiza, reaching the platform's extensive Brazilian consumer base.
• Casas Bahia (Marketplace)coreChannel Partner/ Reseller/ DistributorPresence as a lojista on Casas Bahia marketplace, one of Brazil's major retail marketplaces.
• Shopee (Marketplace)coreChannel Partner/ Reseller/ DistributorMarketplace presence on Shopee Brazil, reaching the platform's growing customer base.
• TikTok Shop (Marketplace)coreChannel Partner/ Reseller/ DistributorSocial commerce partnership through TikTok Shop, enabling product discovery and sales via short-form video platform.
• Madeira Madeira (Marketplace)coreChannel Partner/ Reseller/ DistributorListing on Madeira Madeira marketplace, reaching customers shopping for home goods.
• Extra (Marketplace)minorChannel Partner/ Reseller/ DistributorMarketplace presence on Extra (Grupo Pão de Açúcar), reaching additional Brazilian consumers.
• Ponto Frio (Marketplace)minorChannel Partner/ Reseller/ DistributorMarketplace listing on Ponto Frio, part of the Grupo Pão de Açúcar retail network.
• Camicado (Marketplace)minorChannel Partner/ Reseller/ DistributorPresence on Camicado marketplace, a home goods focused retailer.
• Casa & Video (Marketplace)minorChannel Partner/ Reseller/ DistributorMarketplace listing on Casa & Video, serving Brazilian home goods consumers.
• Colombo (Marketplace)minorChannel Partner/ Reseller/ DistributorPresence on Colombo marketplace, a major Brazilian home goods retailer.
• Tray (E-commerce Platform Technology)coreTechnology or IntegrationHome Is utilizes Tray e-commerce platform technology for its online store operations, including product catalog, shopping cart, checkout, and order management systems.

Scale indicators3 records

Recent moves5 records

Expansion highlights2 records

Direct peers

• Tok&Stok: Tok&Stok is a Brazilian specialty retailer for furniture and home decoration, with showrooms and online sales. While it leans more furniture, it overlaps meaningfully with Home Is's décor category.
• Camicado: Camicado is a Brazilian specialty retailer focused on home, kitchen, bath, and bedding merchandise, with both physical stores and a marketplace storefront. It is one of the most direct comparables to Home Is's bed/bath/table assortment.
• Westwing Brasil: Westwing is a Brazilian e-commerce specialty retailer focused on home decoration and home textiles. It competes for design-conscious Brazilian consumers shopping for bedding, bath, and décor products online.
• Colombo: Colombo is a major Brazilian home goods retailer with a strong traditional and online presence in appliances, furniture, and home textiles. It competes for the same Brazilian household buyer across overlapping categories.
• Madeira Madeira: Madeira Madeira is a Brazilian online home goods marketplace selling furniture, decoration, and bed/bath/table products. It directly competes with Home Is for the same Brazilian cama-mesa-banho shopper and even appears as a Home Is distribution channel.

Broad incumbents

• Mercado Livre: Mercado Livre is Latin America's largest e-commerce marketplace, hosting thousands of home textile sellers in Brazil. It is simultaneously a Home Is distribution partner and a competing marketplace for cama-mesa-banho shoppers.
• Magazine Luiza: Magazine Luiza is one of Brazil's largest omnichannel retailers spanning electronics, appliances, furniture, and home goods. It is both a Home Is marketplace partner and a competing channel for the same cama-mesa-banho demand.
• Amazon Brazil: Amazon Brazil is a major general-merchandise marketplace hosting extensive home textile assortment. It serves as both a Home Is marketplace partner and a direct competitor for the same end consumer.

Others

• Altenburg (direct): Altenburg is one of Home Is's key supplier brands and operates its own direct-to-consumer website selling bedding and bath linens. As a vertically integrated supplier, it is both partner and competitor for the same end consumer.
• Buddemeyer (direct): Buddemeyer is Home Is's largest supplier brand by SKU count (206) and also sells direct through its own website. It illustrates the dual-edge relationship Home Is has with its suppliers as both a partner and a competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/homeisbr
• Facebookfacebook.com/HomeIsBR
• LinkedInlinkedin.com/company/home-is-br

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 Home Is...