FERRAMENTAS GERAIS

What FERRAMENTAS GERAIS does

Ferramentas Gerais (FG) is a Brazilian retailer and distributor of professional and industrial tools, equipment, and supplies, headquartered in Porto Alegre, Rio Grande do Sul. The company sells across 19 major product categories — including power and hand tools, electrical materials, welding equipment, bearings, machining and cutting tools, material handling equipment, civil construction supplies, personal protective equipment, and gardening — through a multi-channel model that combines an e-commerce platform (fg.com.br) with physical retail stores and nationwide delivery across Brazil. The customer base spans individual DIY consumers, professional contractors, industrial maintenance operators, and enterprise/corporate accounts purchasing through a dedicated B2B channel ("Vendas para Empresas").

Underlying technology is conventional retail infrastructure: the storefront runs on VTEX with Clearsale-integrated fraud protection, PCI-compliant checkout, and an in-house logistics management system that supports nationwide distribution and factory warranty fulfillment. The firm also operates a proprietary store credit card ("FG Card") that provides installment financing and customer retention mechanics, and reaches customers through social channels (Facebook, Instagram, YouTube), email, a digital catalog, and a content blog ("Conecta FG").

The business model is primarily transactional hardware sales, both B2C and B2B, with a recurring-loyalty component via FG Card. There is no evidence of proprietary AI, subscription SaaS revenue, marketplace commissions, or third-party seller onboarding; FG is a vertically-operated retailer rather than a platform. Ownership is private (LTDA structure, CNPJ 92.664.028/0001-41), with no disclosed institutional investors, parent company, or M&A history in the source data.

Name

FERRAMENTAS GERAIS

Legal name

Ferramentas Gerais Comércio e Importação de Ferramentas e Máquinas LTDA

Website

https://fg.com.br

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Ferramentas Gerais is a Brazilian retailer of industrial and professional tools, equipment, and supplies, selling through its VTEX-powered e-commerce site, physical stores, and a dedicated B2B channel to contractors, industrial buyers, and DIY consumers across Brazil.

Ownership category

akta.pro rank

Product category

Industrial Tools and Supplies Retail

NAICS

Other Commercial Equipment Merchant Wholesalers (42344), General Merchandise Retailers (455)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Durable Goods, Nec (5099), Retail-Auto & Home Supply Stores (5531)

akta.pro primary industry

Automotive, Tools & Industrial Supplies (B2B) (CRAEAEAH)

akta.pro secondary industry

General Merchandise Online Retailers (CRAFADAA)

Keywords

• Industrial tools retail
• Professional hardware supplies
• Power tools distribution
• Construction materials
• Safety equipment

Headquarters

HQ city

Porto Alegre

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Retail: Direct sales of tools, hardware, electrical materials, industrial supplies through e-commerce and physical stores. One-time transactional revenue from individual product purchases.
2. Product Sales - B2B/Enterprise: Bulk and customized sales to enterprise customers including contractors, industries, and construction companies through dedicated B2B sales channel.
3. FG Card Financing: Proprietary store credit card program enabling installment payments and customer loyalty for repeat purchases.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Ferramentas Gerais operates a multi-channel Brazilian retail and distribution business selling professional and industrial tools, hardware, electrical materials, construction supplies, welding equipment, machines, compressors, and safety equipment across 19 major product categories. Customers can purchase one-off items through the VTEX-powered fg.com.br e-commerce store, in physical retail locations, or via the dedicated 'Vendas para Empresas' B2B enterprise sales channel supporting bulk purchasing and corporate financing. Nationwide delivery in Brazil with factory warranty, multiple payment methods (including Visa, Mastercard, Elo, American Express, and FG Card installments) is provided.

Product overview

Ferramentas Gerais is a Brazilian industrial tools and supplies retailer operating as an e-commerce platform with physical store presence. The company offers a comprehensive portfolio of 19 product categories spanning tools, hardware, industrial supplies, and equipment. Core offerings include power tools and hand tools, electrical materials, welding equipment, measurement instruments, and personal protective equipment. The product range also extends to specialized categories such as industrial bearings, machining/cutting tools, material handling equipment, construction supplies, and agricultural/gardening equipment. The platform functions as a multi-category marketplace selling products from various brands, with no indication of proprietary AI or advanced technology features.

Differentiator

Problem solved

Functional benefit

Products and services

• Abrasivos (Abrasives) Abrasive products including discs, brushes, sandpaper, polishing wheels, and grinding stones for industrial and professional users.
• Construção Civil (Civil Construction Supplies) Civil construction supplies including scaffolding, concrete mixers, wheelbarrows, levels, laser levels, and general construction tools for contractors and construction companies.
• Correias (Industrial Belts) Industrial belts including agricultural, automotive, fractional, Hy-Tean, Multi V, hexagonal, synchronized, Torque-Flex, Torque-Team, and conveyor belts for industrial applications.
• Material Elétrico (Electrical Materials) Electrical materials including wires, cables, circuit breakers, switches, outlets, transformers, sensors, reactors, industrial plugs, and related electrical components.
• Mangueiras (Hoses and Fittings) Hoses and fittings including adapters, connections, elbows, flanges, thermoplastic tubes, valves, and sealing products for industrial fluid handling.
• Metais (Metals and Engineering Plastics) Raw metals including steel, bronze, copper, and lead, plus engineering plastics such as Celeron, Nylon, PTFE, Polyacetal, and Polyurethane.
• Movimentação de Materiais (Material Handling Equipment) Material handling equipment including pumps, winches, hoists, forklifts, hydraulic tables, pallet trucks, and securing and tying materials.
• Parafusos e Fixadores (Screws and Fasteners) Screws and fasteners including anchors, washers, bolts, pins, nuts, rivets, and associated installation tools.
• Pintura (Painting Equipment) Painting equipment including spray guns, paint booths, rollers, brushes, paint thinner, acrylic mass, varnish, and industrial coating systems.
• Químicos (Industrial Chemicals) Chemical products including adhesives, additives, degreasers, lubricants, rust inhibitors, sealants, and industrial cleaning solutions.
• Rolamentos (Bearings) Bearings and related components including linear, radial, axial, and self-aligning bearings, agricultural and split housings, and sealing solutions.
• Usinagem e Corte (Machining and Cutting Tools) Machining and cutting tools including drills, end mills, taps, reamers, boring heads, saws, and precision cutting inserts for industrial machining operations.
• Ferramentas Elétricas (Power Tools) Power tools including drills, grinders, impact wrenches, sanders, saws, chainsaws, and pneumatic tools for professional and industrial use.
• Ferramentas Manuais (Hand Tools) Hand tools including wrenches, pliers, screwdrivers, files, levels, torque wrenches, and tool chests for professional and industrial applications.
• Medição e Teste (Measurement and Testing Instruments) Measurement and testing instruments including calipers, micrometers, oscilloscopes, multimeters, laser rulers, and industrial monitoring equipment.
• Solda (Welding Equipment) Welding equipment including MIG/MAG, TIG, plasma cutters, submerged arc welders, electrodes, and welding accessories and consumables.
• EPI (Personal Protective Equipment) Personal protective equipment including safety glasses, gloves, helmets, boots, hearing protection, fall arrest equipment, and high-visibility clothing.
• Máquinas e Compressores (Machines and Compressors) Machines and compressors including air compressors, generators, CNC machines, hydraulic presses, bending machines, and workshop equipment.
• Jardinagem (Gardening Equipment) Gardening equipment including lawn mowers, brush cutters, chainsaws, sprinklers, hoses, and garden maintenance tools.
• FG Card Store Financing Proprietary store credit card program enabling installment payments and supporting customer loyalty for repeat purchases across FG retail and B2B channels.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• VTEXcoreTechnology or IntegrationE-commerce platform provider powering fg.com.br with PCI-compliant secure checkout, fraud protection via Clearsale integration, and comprehensive shopping cart and order management system.
• ClearsalecoreTechnology or IntegrationFraud protection and risk management integration providing e-commerce security for online transactions.
• VisaminorOthersPayment processing partner accepting Visa credit and debit cards as payment method.
• MastercardminorOthersPayment processing partner accepting Mastercard credit and debit cards as payment method.
• ElominorOthersPayment processing partner accepting Elo credit and debit cards as payment method.
• American ExpressminorOthersPayment processing partner accepting American Express credit cards as payment method.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Telhanorte: Brazilian home improvement and construction retailer operating both e-commerce and physical stores, serving both DIY consumers and professional contractors. Overlaps directly with FG's product categories (tools, electrical, building materials) and multi-channel B2B/B2C model in Brazil.
• Leroy Merlin Brasil: Major home improvement retailer in Brazil operating large-format stores and e-commerce, selling tools, building materials, electrical, and DIY supplies to both consumers and professionals. Competes with FG for both B2C DIY shoppers and pro/contractor B2B accounts.
• Casa & Construção (C&C): Brazilian cash-and-carry home improvement and construction retailer selling tools, electrical, plumbing, and finishing supplies to professional contractors and tradespeople. Most directly comparable to FG's industrial-tools and B2B contractor focus in the same Brazilian market.
• Würth Brasil: Brazilian arm of the global Würth Group, specializing in direct B2B sales of fastening, hardware, tools, and consumables to industrial and construction professionals. Highly comparable to FG's B2B enterprise model and industrial tool/supply focus.

Broad incumbents

• Fastenal Company: U.S.-based industrial supply distributor selling fasteners, tools, safety, and MRO supplies via vending, onsite, and e-commerce channels. A scaled global benchmark for B2B industrial supply distribution at scale, comparable in business model to FG's enterprise and contractor business.
• Amazon Brazil (B2B/Industrial): Broadline e-commerce marketplace with growing B2B procurement offerings and broad assortment of tools and industrial supplies. Competes with FG on e-commerce selection and pricing for both consumers and small-business buyers in Brazil.
• Mercado Livre: Largest e-commerce marketplace in Latin America, with significant third-party listings of tools, electrical materials, and industrial supplies. Competes with FG's marketplace-shaped general-merchandise online catalog on assortment and price discovery for Brazilian buyers.
• Grainger: U.S.-based broad-line industrial distributor (MRO) operating a deep e-commerce catalog for industrial and institutional buyers. Functionally comparable to FG on the scale of an industrial MRO/distributor e-commerce model, though focused on North American institutional accounts.

Regional players

• Scheppach Brasil / Maqfort: Brazilian retailers/distributors of industrial machinery, compressors, and workshop equipment. Overlaps with FG's 'Máquinas e Compressores' and 'Usinagem' categories in the Brazilian market.
• Brametal: Brazilian supplier of chains, conveyor belts, pulleys, and industrial transmission products. Comparable to FG's Correias/industrial MRO category overlap and Brazilian customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/ferramentasgerais_brasil
• Facebookfacebook.com/FerramentasGerais
• Instagraminstagram.com/ferramentas_gerais

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 FERRAMENTAS GERAIS