What Novex does

Novex S.A. (doing business as Ferretería Novex Guatemala and Novex Express) is a privately held Guatemalan hardware retail chain incorporated as a Sociedad Anónima, founded in 2001 and operating across Guatemala with 501-1,000 employees. The company operates a multi-branch physical retail network plus an e-commerce platform (novex.com.gt) and a phone/WhatsApp-based express delivery service, offering a single-product-line assortment of hardware, tools, construction materials, plumbing, electrical, lighting, automotive, gardening, and home improvement goods organized into 26 product departments. It carries a broad portfolio of international brands including Milwaukee, DeWalt, Stanley, Bticino, Philips, Sylvania, Dremel, Amanco, and Yale, and operates an authorized Milwaukee Tools service center at its Próxeres branch.

The business model is direct-to-consumer and B2B retail: revenue is generated through unit-priced sales of physical goods in stores and via e-commerce, with pricing in Guatemalan Quetzales (e.g., cement bags Q73.95-Q81.00, Milwaukee power tools up to Q3,795.00). Novex targets three customer segments — individual DIY consumers, professional contractors and tradespeople, and institutional buyers (government and businesses) — the last via a direct-sales motion that includes credit arrangements and personalized service. Supporting services include home delivery (3-5 business days nationwide, free in select Guatemala City zones), in-store pickup, gift wrapping, professional consulting, and gift certificates. Marketing is driven by an annual catalog program (2021-2026), seasonal promotional campaigns (Cyber Bono, Construye con Novex, Impermeabilizantes), and online promotional banners.

Technically, Novex runs a standard e-commerce storefront with login, product catalog, cart, and order tracking, but disclosed technology is limited to conventional web retail features with no proprietary AI, API, app, or integration platform. The company is privately held with no disclosed venture funding, parent company, M&A, or leadership team information in the source data, although its digital asset URLs are hosted on the ferreteriavidri.com domain, suggesting affiliation with the Vidri corporate group.

Name

Novex

Legal name

Novex S.A.

Website

https://novex.com.gt

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Novex is a Guatemalan hardware retail chain (Ferretería Novex Guatemala) operating 6+ physical branches and an e-commerce platform, selling tools, construction materials, plumbing, electrical, automotive, and home improvement products across 26 departments to DIY consumers, professional tradespeople, and institutional buyers.

Ownership category

akta.pro rank

Headquarters

HQ city

Mixcos

HQ country

Guatemala

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail sales of hardware and construction materials: Revenue generated through direct retail sales of hardware, tools, construction materials, plumbing, electrical supplies, automotive, gardening, and home improvement products across 26 product categories through physical stores and e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Novex is a Guatemalan hardware retail chain (Ferreter\u00eda Novex) that sells tools, construction materials, plumbing, electrical, lighting, paints, automotive, gardening, appliances, and home improvement products across 26 departments through both physical branches and an e-commerce storefront. The company supplements product sales with home delivery, Novex Express phone/WhatsApp ordering, gift wrapping, gift certificates, professional consulting, and an authorized Milwaukee power-tool service center, serving individual DIY consumers, professional tradespeople, and institutional buyers.

Product overview

Novex is a hardware store chain in Guatemala operating as an e-commerce platform offering over 26 departments of products including electrical, plumbing, lighting, ventilation, heating, paints, tools (power and hand), construction materials, hardware, industrial safety, automotive, gardening, outdoor equipment, appliances, kitchenware, and home furnishings. The company represents multiple brands including MILWAUKEE, DEWALT, STANLEY, BTICINO, YALE, PHILIPS, SYLVANIA, DREMEL, AMANCO, RONIX, LANCO, and NINJA. Services include home delivery, in-store pickup, Milwaukee authorized repairs, gift wrapping, professional consulting, and gift certificates. The company operates 11 physical branch locations and offers online shopping with tracking capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Novex E-commerce Platform Standalone online retail platform at novex.com.gt offering catalog browsing, ordering, and order tracking across 26 hardware, construction, and home improvement departments, with home delivery and in-store pickup integration for Guatemalan individual consumers, professionals, and institutional buyers.
• Novex Home Delivery Delivery service bringing purchases from Novex stores to the customer's location, with nationwide coverage (3-5 business days) and free shipping in selected Guatemala City areas, available to retail and online buyers.
• Novex Express Phone (2379-5279) and WhatsApp (3210-9300) ordering service allowing customers to place orders remotely for home delivery, accepting credit/debit card payments and cash on delivery.
• Milwaukee Authorized Service Center Authorized repair and maintenance service for Milwaukee power tools operated at Novex's Pr\u00f3ceres branch location, providing after-sales support to professional and DIY customers of Milwaukee products.
• Professional Consulting Professional advice and consultation service helping customers select the right products and plan their hardware, construction, electrical, plumbing, or home improvement projects.
• Gift Wrapping Service Free gift wrapping service available for purchases over Q25, allowing customers to present Novex products as gifts for any occasion.
• Gift Certificates Novex-branded gift certificates that can be purchased and redeemed at Novex stores, intended for gifting on special occasions.
• Institutional Sales with Credit Arrangements Dedicated institutional sales channel for government agencies and businesses, providing bulk purchasing of hardware, construction, electrical, and maintenance supplies with credit terms and personalized attention.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• Milwaukee ToolscoreImplementation/ SI/ Consulting PartnerNovex operates as an authorized Milwaukee Tools service center, providing repair and maintenance services for Milwaukee power tools at their Próceres branch location.
• AMANCOminorOthersBrand available at Novex stores - plumbing and construction materials brand.
• TACTIXminorOthersBrand available at Novex stores - professional tools brand.
• MilwaukeecoreOthersMajor brand partner - professional power tools available at all Novex locations with authorized service center support.
• BTICINOminorOthersBrand available at Novex stores - electrical switches and automation products.
• STANLEYcoreOthersMajor brand partner - hand tools and power tools available at all Novex locations.
• ROTOTECminorOthersBrand available at Novex stores.
• DREMELminorOthersBrand available at Novex stores - rotary tools brand.
• DEWALTcoreOthersMajor brand partner - professional power tools available at all Novex locations.
• YALEminorOthersBrand available at Novex stores - locks and security products.
• HUGONGminorOthersBrand available at Novex stores - welding equipment.
• SYLVANIAminorOthersBrand available at Novex stores - lighting products.
• PHILIPSminorOthersBrand available at Novex stores - lighting and consumer electronics.
• RONIXminorOthersBrand available at Novex stores - tools brand.
• LANCOminorOthersBrand available at Novex stores - paints and coatings.
• NINJAminorOthersBrand available at Novex stores - kitchen appliances.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• EPA (En脉络o Camiño): Brazilian home-improvement chain with broad assortment in construction, tools, and home goods — comparable store-based retail model serving professional contractors and DIY consumers.
• Leroy Merlin: Global DIY and home-improvement retailer active in several LatAm markets; comparable breadth across construction materials, tools, plumbing, and home furnishings with both retail and B2B channels.
• Sodimac: Major Latin American home-improvement and construction retail chain operating across multiple countries; directly comparable to Novex in product categories (tools, construction, home goods) and multi-format (physical + online) model.
• Easy (Grupo Cencosud): Chile- and Argentina-based home-improvement chain offering tools, construction materials, and home goods across stores and e-commerce; same omnichannel go-to-market as Novex.
• Homecenter (Grupo Falabella): Latin American big-box home-improvement retailer operating in Colombia and other regional markets; directly comparable omnichannel model with professional and DIY customer segments.
• Promart: Peruvian home-improvement and construction retailer focused on pros and end consumers with store network and online presence; closest regional analog to Novex's format.

Broad incumbents

• Ace Hardware: Cooperative hardware retailer with international franchise presence; comparable multi-category hardware focus though typically smaller store footprint.
• Home Depot: Largest global home-improvement retailer; significantly larger scale but with analogous product breadth across tools, construction, plumbing, and electrical.
• Lowe's: Major US home-improvement chain operating in Mexico and select markets; comparable assortment and B2B/pro contractor program.

Others

• Ferretería Vidri (parent group sibling brands): Corporate-group affiliate sharing branding and infrastructure with Novex in Guatemala (per shared favicon/logo assets); most directly comparable local peer for benchmarking unit economics and assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FerreteriaNovexGuatemala
• LinkedInlinkedin.com/company/ferreteria-novex-gt

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 Novex