Multiloja
Multiloja is a privately held Brazilian retail chain founded in 1966, operating 70+ physical stores across Paraná and Santa Catarina alongside a nationwide VTEX-powered e-commerce platform, selling furniture, appliances, electronics, and baby products to consumer and CNPJ business buyers.
- Company typePrivate
- Founded1966
- HeadquartersCuritiba, Brazil
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Multiloja does
Multiloja is a privately held Brazilian retail chain founded in 1966, headquartered in Curitiba, Paraná, with more than 70 physical stores concentrated in the states of Paraná and Santa Catarina and two distribution centers (Paraná and São Paulo). The company sells a broad assortment of household goods including furniture (Móveis), major appliances (Eletrodomésticos), portable appliances (Eletroportáteis), consumer electronics (Eletrônicos), mobile phones, computing, beauty products, leisure, and a dedicated baby and children line (Infantil e Bebê). Brands carried span both national manufacturers (Requinte, Berflex, Viero, Flash Estofados, Woodx Estofados) and global phone/electronics OEMs (Samsung, Motorola, LG, Nokia, Positivo, Multilaser, Philco).
The business operates a hybrid omnichannel model: 70+ physical stores serve the southern Brazil footprint with in-person sales, while a VTEX-powered e-commerce storefront (multiloja.com.br) extends nationwide delivery across Brazil. Pricing is structured around one-time retail transactions with installment options up to 10x without interest on credit cards and a 10% discount for PIX payments; new customers receive a PRIMEIRACOMPRA coupon. The company also resells extended warranty services (Seguro Garantia Estendida) through a partnership with Zurich Insurance, available in 12 and 24 month terms across appliance, electronics, furniture, and portable electronics categories. WhatsApp-based sales support (Papa Preço, +55 41 3523-6220) and a dedicated CNPJ/business customer channel supplement the standard retail and e-commerce motions.
The company reports over 4 million customers served across its 58-year operating history. There is no disclosed institutional ownership, no funding rounds on record, and no public listing; ownership commentary suggests long-standing private or family-held status. No AI/ML, proprietary software, or data flywheel mechanics are disclosed in the available data — the technology footprint is limited to VTEX commerce infrastructure and standard marketing/social channels (Facebook, Instagram, LinkedIn, email).
Multiloja firmographics
Firmographics- Name
- Multiloja
- Legal name
- Multiloja
- Website
- https://multiloja.com.br
- Company type
- Private
- Founded year
- 1966
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Multiloja is a privately held Brazilian retail chain founded in 1966, operating 70+ physical stores across Paraná and Santa Catarina alongside a nationwide VTEX-powered e-commerce platform, selling furniture, appliances, electronics, and baby products to consumer and CNPJ business buyers.
- Ownership category
- akta.pro rank
Multiloja industry classification
Industry- Product category
- Furniture and Home Appliances Retail
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Electronics and Appliance Retailers (449210), General Merchandise Retailers (455)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Misc General Merchandise Stores (5399), Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Variety Stores (5331)
- akta.pro primary industry
- Multi-Price-Point Variety Stores (CRAGAJAI)
- akta.pro secondary industries
- Big-Box Electronics + Small Appliances Retail (CRACAAAC), Big-Box Electronics + Computers & Peripherals Retail (CRACAAAE)
Keywords
Where Multiloja is headquartered
LocationHeadquarters
- HQ city
- Curitiba
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Multiloja business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Physical Retail Sales: Revenue generated from sales of furniture, appliances, electronics, cell phones, computing, beauty products, and baby/child items through 70+ physical store locations in Paraná and Santa Catarina states.
- E-commerce Sales: Online sales through multiloja.com.br with delivery to all of Brazil, representing the company's digital commerce revenue stream.
- Extended Warranty Services: Partnership with Zurich Insurance providing extended warranty services for purchased products, offering 12 and 24 month coverage options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard retail pricing with installment options |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Multiloja product offering
Product offeringCore offering
Multiloja is a Brazilian omnichannel retail chain selling furniture, major and portable home appliances, consumer electronics, mobile phones, computing products, beauty and health appliances, leisure goods, and baby/children products. The company sells through more than 70 physical stores concentrated in Paraná and Santa Catarina plus the multiloja.com.br e-commerce storefront delivering nationwide, and offers ancillary services such as extended warranty insurance (Zurich) and a Pronta Entrega ready-to-ship inventory program.
Product overview
Multiloja is a Brazilian retail chain operating as a unified e-commerce platform and physical store network (more than 70 stores in Paraná and Santa Catarina states). The company offers a diverse product portfolio organized into core categories: Móveis (furniture with subcategories for bedroom, kitchen, living room, dining room, laundry, bathroom, office, and decor), Eletrodomésticos (major appliances including stoves, ovens, microwaves, refrigeration, and laundry), Eletroportáteis (portable appliances like air fryers, grills, and cleaning devices), Eletrônicos (TVs, audio, cameras, gaming), Celulares e Smartphones (mobile phones from Samsung, Motorola, LG, Nokia, and other brands), Informática (computing products and accessories), Beleza e Saúde (beauty appliances), Lazer (leisure and sports products), and Infantil e Bebê (children and baby products including furniture and gear). The platform sells both national brands (Requinte, Berflex, Viero) and branded furniture lines (Flash Estofados, Woodx Estofados). Notable individual products include specific sofa models such as the Sofá 4 Lugares Retrátil Reclinável 270cm Veludo Bogotá Requinte and the Sofá 3 Lugares Corano Equador Requinte. Multiloja also offers a Guaranteed Exchange (Troca Garantida) service for portable electronics up to R$450. The e-commerce platform is powered by VTEX and provides nationwide delivery across Brazil.
Differentiator
Problem solved
Functional benefit
Products and services
- Furniture (Móveis)
Companies that use Multiloja
Customer profileSegments2 records
Ideal customer profiles2 records
Multiloja technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Multiloja partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Zurich InsurancesupportingZurich Insurance provides extended warranty services (Seguro Garantia Estendida) for products purchased at Multiloja. Coverage options include 12 and 24 month extensions for various product categories including appliances, electronics, furniture, and portable electronics. Zurich is a Swiss insurance company founded in 1872 with 40 years of presence in Brazil since 1984.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Multiloja competitors and assessment
Company assessmentBroad incumbents
- Americanas: Americanas is one of Brazil's largest e-commerce and omnichannel retailers (formerly Lojas Americanas) selling a wide assortment of general merchandise including furniture, electronics, appliances, and mobile. Comparable to Multiloja across multiple categories with much larger digital reach and marketplace scale.
- Magazine Luiza: Magazine Luiza is one of Brazil's largest omnichannel retailers selling furniture, appliances, electronics, and mobile phones across the country with 1,000+ stores and a leading marketplace. Comparable to Multiloja across nearly every category, but at national scale and with substantially more digital and capital resources.
- Havan: Havan is a large Brazilian big-box retailer operating mega-stores selling furniture, appliances, electronics, and varied general merchandise nationwide, with strong e-commerce. Comparable to Multiloja across the core furniture/appliance/electronics categories, but with much larger average store size and broader geographic reach.
- Casas Bahia (Via): Casas Bahia, owned by Via, is a major Brazilian furniture, appliance, and electronics retailer with strong presence in lower-income segments and proprietary consumer credit. Directly comparable to Multiloja's furniture/appliance/electronics assortment, with national scale and aggressive financing.
- Leroy Merlin Brasil: Leroy Merlin is a major home improvement and furnishings retailer in Brazil selling furniture, appliances, and home goods across dozens of large-format stores. Comparable to Multiloja across furniture and home furnishings, though focused more on DIY/home improvement than dedicated appliance showrooms.
- Pontofrio: Pontofrio is a long-established Brazilian electronics and home appliance retailer, now part of Via, operating nationwide through stores and a strong digital channel. Comparable to Multiloja's appliance and electronics categories with national scale and a more digital-first customer base.
Emerging players
- Mobly: Mobly is a Brazilian online-first furniture and home décor retailer offering sofas, bedroom sets, and décor with nationwide delivery. Comparable to Multiloja's furniture category, particularly the strong sofa assortment, but competing purely on digital UX and assortment rather than physical presence.
Others
- Centauro: Centauro is a major Brazilian sporting goods and lifestyle retailer (under the Vibra/Diamantes group) with omnichannel operations. Only weakly comparable as it specializes in sports/lifestyle rather than home goods, but uses similar omnichannel store-plus-ecommerce models in Brazil.
Direct peers
- Tok&Stok: Tok&Stok is a Brazilian specialty furniture and home décor retailer operating its own stores and e-commerce nationwide, with focus on design-forward furniture. Comparable to Multiloja's furniture and home categories, with stronger brand positioning in urban higher-income segments.
- Lojas Gazin: Lojas Gazin is a Brazilian regional big-box retailer headquartered in Douradina, Paraná, focused on furniture, appliances, and home goods with hundreds of stores concentrated in the South, Southeast, and Midwest. Most directly comparable to Multiloja in regional southern footprint, category mix, and mid-market positioning.
Market position
Strengths3 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Multiloja social profiles
Digital presenceMultiloja compliance and trust
Trust signalCompliance1 record
Multiloja financial estimates
Financial estimateRevenue estimate
Valuation estimate
Multiloja leadership team
Management profileNumber of profiles
Multiloja funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Multiloja 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 Multiloja
What does Multiloja do?
Multiloja is a Brazilian omnichannel retail chain selling furniture, major and portable home appliances, consumer electronics, mobile phones, computing products, beauty and health appliances, leisure goods, and baby/children products. The company sells through more than 70 physical stores concentrated in Paraná and Santa Catarina plus the multiloja.com.br e-commerce storefront delivering nationwide, and offers ancillary services such as extended warranty insurance (Zurich) and a Pronta Entrega ready-to-ship inventory program.
Is Multiloja a public or private company?
Multiloja is a private company. It is classified as unknown and is currently operating.
When was Multiloja founded?
Multiloja was founded in 1966. It employs 5,001 to 10,000 people.
Where is Multiloja based?
Multiloja is headquartered in Curitiba, Brazil, in the Latin America region.
How does Multiloja make money?
Three revenue lines are on record. Physical Retail Sales are the primary driver. The others are E-commerce Sales and extended Warranty Services.
Who are Multiloja's main competitors?
Broad incumbents on record are Americanas, Magazine Luiza, Havan, Casas Bahia (Via), Leroy Merlin Brasil and Pontofrio. Mobly is listed as an emerging player. Centauro is listed as an others. Direct peers are Tok&Stok and Lojas Gazin.
Does Multiloja have an API?
No public API is recorded for Multiloja.
What industry is Multiloja in?
Multiloja's product category is Furniture and Home Appliances Retail. Its primary akta.pro industry code is CRAGAJAI, Multi-Price-Point Variety Stores, with a secondary code of CRACAAAC, Big-Box Electronics + Small Appliances Retail. Its NAICS code is 449 and its SIC code is 5700.