What Multicoisas does

Multicoisas Franquias LTDA is a Brazilian franchise retail network founded in 1984 in Campo Grande, Mato Grosso do Sul, operating 200+ physical stores under the Multicoisas, Multicoisas Ágil, and Multicoisas Organizer formats. The company sells an assortment of approximately 4,000 household, kitchen, cleaning, organization, electrical, hydraulic, and DIY repair items across 15 departments to Brazilian consumers, and serves small businesses and franchisees through a dedicated B2B portal.

The company's core technology stack centers on a Demandware/Salesforce Commerce Cloud e-commerce site (multicoisas.com.br), a proprietary B2B portal (b2b.multicoisas.com.br) integrated with supplier Rede Forte Comercial, and a Multilovers cashback loyalty program. Distribution is centralized through an owned distribution center in Araçariguama/SP that supplies the franchise network and direct e-commerce fulfillment nationwide (1-8 business days), with supplemental reach through Rappi, Uber, and iFood marketplace partnerships.

The business model combines unit-level retail product sales (one-time purchases at variable per-SKU pricing) with franchise licensing revenue (entry from R$750,000 per unit, minimum 80m² store area, plus ongoing royalties). GTM is hybrid: franchise-led physical retail expansion, direct-to-consumer e-commerce, and B2B/wholesale via the B2B portal. Customer segments include individual Brazilian consumers (primary), small businesses buying maintenance and cleaning supplies, and franchisees purchasing operational inventory. The company is privately held, founder-driven (Lindolfo Martin and Elza), with no disclosed institutional or PE/VC capital.

Name

Multicoisas

Legal name

Multicoisas Franquias LTDA

Website

https://multicoisas.com.br

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Multicoisas is a Brazilian franchise retail network operating 200+ stores selling approximately 4,000 household, kitchen, cleaning, and DIY repair SKUs to mass-market consumers, with a complementary e-commerce platform and B2B portal serving franchisees and small businesses.

Ownership category

akta.pro rank

Headquarters

HQ city

Campo Grande

HQ country

Brazil

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Sale of household utilities, organization products, cleaning supplies, kitchen items, tools, and general household solutions through physical stores and e-commerce platform.
2. Franchise Fees and Royalties: Revenue generated from franchise operations including initial franchise fees and ongoing royalties from franchisees. Investment starts from R$ 750,000.00 per franchise unit.
3. E-commerce Sales: Online retail sales through multicoisas.com.br operating 24 hours, with delivery across Brazil via logistics partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Multicoisas operates a Brazilian franchise retail network selling household utilities, organization products, kitchen items, tools, cleaning supplies, lighting, hardware, plumbing, gardening, and personal care items through 200+ physical franchise stores and a 24/7 e-commerce platform. The company serves individual consumers, small businesses, and franchisees via separate retail and B2B channels, with a curated assortment of approximately 3,000–4,000 SKUs across 15 departments.

Differentiator

Problem solved

Functional benefit

Brands

• Multicoisas Ágil: Compact convenience-focused store format inaugurated in 2019 with the same brand purpose focused on convenience in compact spaces.
• Multicoisas Organizer

Products and services

• Multicoisas Standard Retail Stores Franchise-operated physical retail stores offering household utilities, organization products, kitchen items, tools, cleaning supplies, electrical and electronic accessories, hardware, plumbing, gardening, leisure, and personal care items to individual consumers across Brazil.
• Multicoisas Ágil Compact convenience-focused Multicoisas store format designed for smaller retail spaces, offering the same household utility assortment as standard stores in a more compact footprint.
• Multicoisas Organizer Specialized Multicoisas store format focused on home organization products and solutions, targeting Personal Organizer professionals and consumers seeking organizational products for the home.
• Multicoisas E-commerce Direct online retail store at multicoisas.com.br offering the full Multicoisas household utility assortment to consumers nationwide, operating 24 hours with delivery in 1-8 business days through logistics partners.
• B2B Wholesale Portal Dedicated business-to-business portal at b2b.multicoisas.com.br for franchisees and wholesale customers to place bulk orders and manage accounts, with Rede Forte Comercial LTDA/CD acting as the indicated supplier for B2B pricing and promotions.
• Multicoisas Franchise Program Franchise opportunity offering entrepreneurs the right to operate Multicoisas retail stores under the brand, with investment starting from R$ 750,000 and a minimum store area of 80m². Includes brand recognition, operational support, supply chain access via the central distribution center, marketing assistance, and training through Universidade Multicoisas.

Quantifiable outcome

• Reached 200 stores milestone in 2016 after 30+ years of operations
• +1 more outcomes

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

Eight partnerships are on record, tiered minor and core.

• MovidaminorGTM or Marketing PartnerCar rental partnership offering 15% discount on Multicoisas purchases using the MULTIMOVIDA15 coupon code. Customers can rent cars at reduced rates through the Movida platform.
• GetNinjasminorGTM or Marketing PartnerService partnership connecting customers with professionals for home services including electricians, plumbers, gardeners, and general handyman services through the GetNinjas platform.
• Green EletronminorStrategic or Co-development PartnerBattery and electronics recycling collection partnership. Multicoisas stores serve as collection centers for used batteries and electronic waste for proper environmental disposal.
• Ótica Chilli BeansminorGTM or Marketing PartnerEyewear partnership offering exclusive conditions for customers. Partnership announced but details pending implementation.
• RappiminorChannel Partner/ Reseller/ DistributorQuick commerce delivery partnership through Rappi app for fast delivery of Multicoisas products.
• iFoodminorChannel Partner/ Reseller/ DistributorQuick commerce delivery partnership through iFood app for fast delivery of Multicoisas products.
• UberminorChannel Partner/ Reseller/ DistributorQuick commerce delivery partnership through Uber platform for fast delivery of Multicoisas products.
• Rede Forte ComercialcoreTechnology or IntegrationCIC WEB supplier portal integration - Multicoisas operates with Rede Forte Comercial LTDA/CD as indicated supplier for B2B channel. All B2B rules and promotions are valid for products sold by Rede Forte Comercial LTDA/CD.

Scale indicators5 records

Recent moves15 records

Expansion highlights5 records

Direct peers

• Telhanorte: Telhanorte is a Brazilian home improvement chain owned by Saint-Gobain, focused on construction materials, finishes, tools, and household solutions. It directly overlaps Multicoisas's tools, hardware, and home utility categories.
• Tok&Stok: Tok&Stok is a Brazilian specialty retailer of furniture and home décor with a multi-channel footprint. It overlaps Multicoisas on home organization, décor, and household solutions for the same Brazilian consumer demographic.
• Imaginarium: Imaginarium is a Brazilian franchise-based retail chain selling home décor, gifts, and household lifestyle products. It shares the franchise retail model and household utility/lifestyle assortment with Multicoisas, targeting similar Brazilian consumers.
• Leroy Merlin: Leroy Merlin is the largest home improvement retailer in Brazil, selling tools, hardware, electrical, plumbing, lighting, kitchen, and household utilities across a nationwide store network. It is the most direct large-format competitor to Multicoisas in household utilities and DIY.
• C&C Casa e Construção: C&C is a Brazilian home improvement and construction materials retailer with stores across multiple states, competing directly with Multicoisas in tools, hardware, electrical, plumbing, and household goods. Comparable in assortment breadth and target customer.
• Camicado: Camicado is a Brazilian specialty retailer of household goods, kitchenware, bath, and décor. Its product mix and target customer overlap meaningfully with Multicoisas's kitchen, bathroom, organization, and household utility departments.

Broad incumbents

• Havan: Havan is a large Brazilian department store chain with broad assortments including household goods, electronics, and tools. It overlaps with Multicoisas on multiple household utility categories and competes for similar Brazilian regional consumer wallets.
• Magazine Luiza (Magalu): Magalu is one of Brazil's largest omnichannel retailers, selling household appliances, electronics, furniture, and home goods across physical stores and a leading e-commerce platform. It competes with Multicoisas across multiple departments and channels at much larger scale.
• Americanas: Americanas is a major Brazilian general merchandise retailer with strong e-commerce presence, selling household, electronics, and general goods. It competes with Multicoisas across online household utility categories and benefits from greater scale and digital infrastructure.
• Ponto (formerly Ponto Frio): Ponto is a Brazilian general merchandise retailer operating online and through physical stores, with overlapping assortment in household goods, electronics, and home utilities. It is a broader incumbent that competes for share of household spending.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/multicoisasoficial
• Facebookfacebook.com/multicoisasoficial
• Instagraminstagram.com/multicoisasoficial
• Xx.com/multicoisas

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Multicoisas