Apiguana
Apiguana is a Brazilian multi-brand specialty retailer selling professional-grade tools, construction materials, and garden equipment via e-commerce and a physical store in Fortaleza, Ceará. It serves DIY consumers and professional contractors across Brazil through a self-serve storefront.
- Company typePrivate
- Founded1965
- HeadquartersCeará, Brazil
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Apiguana does
Apiguana Máquinas e Ferramentas LTDA, operating under the trade name Apiguana, is a Brazilian specialty retailer focused on professional-grade tools, construction materials, and garden/irrigation equipment. Headquartered at Avenida Duque de Caxias, 901 in the Centro district of Fortaleza, Ceará, the company operates a multi-channel commerce operation consisting of a transactional e-commerce storefront at apiguana.com.br, a physical retail location, and an integrated click-and-collect (Clique e Retire) fulfillment option. Its catalog spans 40+ recognized professional and DIY brands — including Makita, Bosch, STIHL, Dewalt, Tramontina, Stanley, Black+Decker, Karcher, 3M, GEDORE, ESAB, and others — distributed across approximately 14 product categories that include electric power tools, hand tools, irrigation equipment, home and garden products, personal protective equipment, construction materials, plumbing supplies, paints, doors and windows, and tool accessories.
The company's primary customer segments are individual DIY/home-improvement consumers and professional contractors/tradespeople purchasing professional-grade equipment for construction, landscaping, and industrial work. Both segments are served through the same self-serve e-commerce and physical-retail motion with no differentiated enterprise sales motion. Products are listed at fixed unit prices in Brazilian Reais, with promotional mechanisms including a 10% first-purchase discount, a 5% PIX cash discount, free shipping on orders over R$300, and credit card installment payments of up to 10x without interest. Same-day/24-hour delivery is offered in select geographies.
The revenue model is one-time retail sale of physical goods with no subscription, recurring, or enterprise-contract components. The go-to-market motion is self-serve/PLG, supported by organic presence on TikTok, Facebook, Instagram, and YouTube, an editorial blog ("Dicas"), email marketing, and promotional flash-sale mechanics ("Oferta Relâmpago"). Apiguana holds a Reclame Aqui verified seal as a customer trust signal. The technology stack is a standard Shopify-based e-commerce storefront with no proprietary platform, mobile application, public API, SDK, or disclosed AI/ML components; operationally, the company serves customers across Brazil with an operational concentration in the Northeast region.
Apiguana firmographics
Firmographics- Name
- Apiguana
- Legal name
- Apiguana Máquinas e Ferramentas LTDA
- Website
- https://apiguana.com.br
- Company type
- Private
- Founded year
- 1965
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Apiguana is a Brazilian multi-brand specialty retailer selling professional-grade tools, construction materials, and garden equipment via e-commerce and a physical store in Fortaleza, Ceará. It serves DIY consumers and professional contractors across Brazil through a self-serve storefront.
- Ownership category
- akta.pro rank
Apiguana industry classification
Industry- Product category
- Hardware and Tool Retail
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)
- SIC
- Cutlery, Handtools & General Hardware (3420)
- akta.pro primary industry
- Fasteners, Adhesives & Sealants Retail (Nails, Screws, Glues, Caulks) (CRAIAEAK)
Keywords
Where Apiguana is headquartered
LocationHeadquarters
- HQ city
- Ceará
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Apiguana business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Hardware and Tools Retail: Apiguana generates revenue through the direct sale of hardware, tools, construction materials, and gardening equipment to consumers and professionals. Products are sold at fixed retail prices with promotional discounts, and customers can pay in installments up to 10 times on credit card.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with installment options |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Apiguana product offering
Product offeringCore offering
Apiguana is a Brazilian multi-brand e-commerce and physical retailer that sells professional-grade tools, hardware, construction materials, garden equipment, personal protective equipment, plumbing supplies, doors and windows, and accessories. The company operates an online storefront (apiguana.com.br) alongside a physical retail location in Fortaleza, Ceará, distributing products from over 40 brands including Makita, Bosch, STIHL, Dewalt, Tramontina, Stanley, Black+Decker, and Karcher to individual consumers and professional contractors across Brazil.
Product overview
Apiguana is an e-commerce platform selling tools, construction materials, and industrial equipment. The product portfolio consists of multiple product categories (power tools, hand tools, construction materials, garden equipment, safety equipment, irrigation, plumbing, and cleaning equipment) distributed across 40+ professional tool and hardware brands including Makita, Bosch, Stanley, Black Decker, Tramontina, STIHL, Karcher, and others. The company operates as a multi-brand retailer focused on the Brazilian construction, industrial, and home improvement markets, offering both online purchasing with delivery and in-store pickup options.
Differentiator
Problem solved
Functional benefit
Products and services
- Electric Power Tools (Ferramentas Elétricas) Power tools including electric drills, angle grinders, circular saws, marble saws, impact drills, and hammer drills from brands such as Makita, Bosch, Stanley, and Black+Decker for professional and DIY use.
- Hand Tools (Ferramentas) Hand tools and general hardware for construction, maintenance, and DIY applications.
- Irrigation Equipment (Irrigação) Irrigation equipment and supplies for agricultural and garden applications.
- Home and Garden (Casa e Jardim) Garden equipment, lawn care products, and home improvement items including chainsaws and brush cutters.
- Personal Protective Equipment (EPI) Personal protective equipment including disposable masks (PFF-2), safety gear, and protective clothing from brands such as 3M and Delta Plus.
- Construction Materials (Construção) Construction materials including aluminum doors and windows, plumbing supplies, waterproofing products, and building hardware.
- Tools and Equipment Accessories (Acessórios) Accessories and consumables for power tools and construction equipment.
- Paints and Coatings (Pinturas) Paints, coatings, and finishing products for construction and industrial applications.
- Liquid Spray Products (Produtos Líquidos Spray) Liquid spray products including waterproofing membranes and sealants.
- Pipes and Fittings (Tubos e Conexões) Plumbing pipes, fittings, and water connection components.
- Chainsaws (Motosserras) Chainsaws and accessories from brands including STIHL for forestry and landscaping applications.
- Air Compressors (Compressores de Ar) Air compressors including direct-drive and belt-drive models from brands such as Schulz and Somar for pneumatic tool operation.
- Doors and Windows (Portas e Janelas) Aluminum doors and windows including sliding, pivoting, and ventilating models from Quality brand.
Companies that use Apiguana
Customer profileSegments2 records
Ideal customer profiles2 records
Apiguana technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Apiguana partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Reclame Aqui Verified SealminorApiguana has been verified by Reclame Aqui, a prominent Brazilian consumer complaint resolution platform. The verification seal provides customer confidence and demonstrates commitment to resolving consumer issues.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
Apiguana competitors and assessment
Company assessmentDirect peers
- Madeira Madeira: Brazilian online-first home improvement and furniture retailer with a marketplace model and vast SKU breadth. Comparable as a similar e-commerce-led multi-category retailer targeting Brazilian consumers.
- Telhanorte: Brazilian home improvement and construction retailer with strong online presence and physical stores, selling tools, hardware, construction materials, and garden equipment. Directly competes with Apiguana in the same product/customer overlap.
Broad incumbents
- C&C Casa e Construção: Brazilian home improvement retailer serving both consumers and professional contractors with tools, construction materials, and finishing products via omnichannel. Comparable in product mix and dual DIY/professional customer focus.
- Leroy Merlin: Brazil's largest home improvement and construction big-box retailer, offering power tools, hand tools, construction materials, and garden equipment across both physical stores and e-commerce. Directly comparable in product categories and target customers (DIY consumers and professional contractors).
- Sodimac (Homecenter): Falabella's home improvement chain in Brazil (formerly Dicico) selling tools, construction materials, and home goods through physical and online channels. Comparable in product categories and dual DIY/contractor customer base.
- Magazine Luiza: Large Brazilian omnichannel retailer with significant categories in tools, household equipment, and construction accessories. Comparable as a competitor for online tool and home improvement buyers in Brazil.
- Mercado Livre: Brazil's dominant e-commerce marketplace that sells power tools, hand tools, and construction materials from multiple sellers including official brand stores. Comparable as a competing channel for the same online DIY and professional buyers.
- Amazon Brasil: Global e-commerce giant with a Brazilian storefront carrying tools, construction supplies, and industrial equipment. Comparable as a major competing online channel for the same customer base.
Emerging players
- JLC (Jersey Lumber & Construction) / Brazilian equivalent regional tool retail: Brazilian online home and construction retailer with curated professional-grade product selections. Comparable as a similarly-sized e-commerce-led retailer targeting tool and home improvement buyers.
Regional players
- Construcenter / Multicoisas: Brazilian regional hardware and construction material retailer with physical and online presence. Comparable in product mix (tools, hardware, construction) and small-to-mid regional retail positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Apiguana social profiles
Digital presenceApiguana financial estimates
Financial estimateRevenue estimate
Valuation estimate
Apiguana leadership team
Management profileNumber of profiles
Apiguana funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Apiguana 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 Apiguana
What does Apiguana do?
Apiguana is a Brazilian multi-brand e-commerce and physical retailer that sells professional-grade tools, hardware, construction materials, garden equipment, personal protective equipment, plumbing supplies, doors and windows, and accessories. The company operates an online storefront (apiguana.com.br) alongside a physical retail location in Fortaleza, Ceará, distributing products from over 40 brands including Makita, Bosch, STIHL, Dewalt, Tramontina, Stanley, Black+Decker, and Karcher to individual consumers and professional contractors across Brazil.
Is Apiguana a public or private company?
Apiguana is a private company. It is classified as unknown and is currently operating.
When was Apiguana founded?
Apiguana was founded in 1965. It employs 51 to 100 people.
Where is Apiguana based?
Apiguana is headquartered in Ceará, Brazil, in the Latin America region.
How does Apiguana make money?
One revenue line is on record: hardware and Tools Retail.
Who are Apiguana's main competitors?
Direct peers on record are Madeira Madeira and Telhanorte. Broad incumbents are C&C Casa e Construção, Leroy Merlin, Sodimac (Homecenter), Magazine Luiza, Mercado Livre and Amazon Brasil. JLC (Jersey Lumber & Construction) / Brazilian equivalent regional tool retail is listed as an emerging player. Construcenter / Multicoisas is listed as a regional player.
Does Apiguana have an API?
No public API is recorded for Apiguana.
What industry is Apiguana in?
Apiguana's product category is Hardware and Tool Retail. Its primary akta.pro industry code is CRAIAEAK, Fasteners, Adhesives & Sealants Retail (Nails, Screws, Glues, Caulks). Its NAICS code is 449 and its SIC code is 3420.