Grupo Vellore

What Grupo Vellore does

Grupo Vellore is a Brazilian multi-brand consumer goods holding company founded in 1997 in Paraná, Brazil, and headquartered in Pinhais. The company manufactures and distributes lighting products, electrical materials, hand tools, gardening equipment, irrigation products, and household utilities through a portfolio of more than 1,200 SKUs organized under the Foxlux, Famastil, and UD Mais sub-brands. Foxlux focuses on lighting, electrical materials, and utilities, while Famastil—acquired in 2018—brings 65+ years of heritage in construction, gardening, and irrigation tools. The group's newest addition, Vellore Ventures, is a venture builder created in 2022 with FCJ Venture Builder to incubate startups for B2B construction retail.

The company operates exclusively through B2B channels, selling to wholesale distributors (atacado) and authorized resellers across Brazil via a nationwide network of commercial representatives, a dedicated commercial portal, and trade marketing programs such as the national "Onda Laranja" expedition. It does not sell directly to end consumers. Marketing emphasizes brand building through major sports sponsorships (Santos FC, Corinthians, Sport Recife, Paraná Clube), trade show presence (FEICON), and digital content targeted at technical professionals and hobbyists. The company is privately held and founder-controlled, with Vellore S.A. as the legal entity (CNPJ 01.723.086/0001-43). It employs between 101 and 250 people and holds OEA customs certification, Abrinq child-rights certification, Eureciclo reverse logistics certification, and multiple Great Place to Work recognitions.

Grupo Vellore generates revenue through wholesale and retail hardware sales under Foxlux and Famastil brands, reaching R$327 million in 2025 after 80% growth in recent years. Distribution is supported by commercial portals, representative training, and CORE registration requirements. The company has stated a goal to triple in size by 2030 and is actively expanding Latin American presence. In 2025, founder Paulo S. Velloso Ribeiro transitioned to Chairman of the Advisory Board, with 13-year executive Laufran Wosniak appointed CEO.

Name

Grupo Vellore

Legal name

Vellore S.A.

Website

https://grupovellore.com.br

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

Grupo Vellore is a Brazilian multi-brand consumer goods holding company (founded 1997) that manufactures and distributes lighting, electrical materials, tools, gardening, and household utility products under the Foxlux, Famastil, and UD Mais brands to wholesale distributors, authorized resellers, and construction retail channels across Brazil.

Ownership category

akta.pro rank

Product category

Electrical Products and Lighting Manufacturing

NAICS

Hardware Merchant Wholesalers (423710), Other Building Material Dealers (44418)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070), Wholesale-Electrical Apparatus & Equipment, Wiring Supplies (5063)

akta.pro primary industry

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

akta.pro secondary industries

Construction, Hardware & MRO Supply Clubs (Trades/Contractors) (CRAEAEAG), Retailer & Small-Store Supply (C-Store, Mini-Mart, Independent Retail) (CRAEAEAD)

Keywords

• Lighting products
• Electrical materials
• Hand tools
• Household utilities
• Gardening equipment

Headquarters

HQ city

Pinhais

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware/Product Sales: Grupo Vellore generates revenue through the manufacture and sale of electrical materials, lighting products, hand tools, gardening equipment, and household utilities under the Foxlux and Famastil brands. Products are sold through wholesale (atacado) and retail channels across Brazil.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Grupo Vellore manufactures and distributes electrical materials, lighting products, hand tools, gardening equipment, and household utilities under the Foxlux, Famastil, and UD Mais commercial brands. The portfolio exceeds 1,200 SKUs sold exclusively through B2B channels including commercial representatives, authorized resellers, and wholesale distributors across Brazil. The company also operates Vellore Ventures, a venture builder initiative to develop startups in the construction and B2B retail segment.

Product overview

Grupo Vellore is a Brazilian multi-brand holding company operating as a platform for two main commercial sub-brands—Foxlux (lighting, tools, electrical materials, utilities) and Famastil (high-performance construction and gardening tools)—plus UD Mais (household utilities). The company also recently established Vellore Ventures as an open innovation unit. With a portfolio exceeding 1,200 products across illumination, electrical materials, tools, gardening, irrigation, and utilities, the group serves both wholesale and retail channels in Brazil and Latin America.

Differentiator

Problem solved

Functional benefit

Brands

• Foxlux: Brand operating in Iluminação (lighting), Ferramentas (tools), Materiais Elétricos (electrical materials) and Utilidades (utilities), with over 1,200 products.
• Famastil

Products and services

• Foxlux (Lighting, Electrical Materials, Tools, Utilities) Primary commercial brand for lighting, tools, electrical materials, and household utilities under Grupo Vellore. Portfolio includes LED lamps, fluorescent lamps, luminaires, hand tools, electrical components, alkaline batteries, and motion sensors with over 1,200 products distributed to wholesalers and resellers across Brazil.
• Famastil (Tools for Construction, Gardening, Irrigation, Utilities) High-performance tools brand with 65+ years of history serving construction, gardening, irrigation, and utility markets. Acquired by Grupo Vellore in 2018 to expand tool portfolio and market presence, including manual construction tools, garden tools, and irrigation equipment.
• UD Mais (Household Utilities) Household utilities brand launched in 2013 to serve the domestic utilities market segment. Products include everyday household items distributed through retail channels in Brazil.

Quantifiable outcome

• 58% sales increase through 'Onda Laranja' trade marketing campaign
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• FCJ Venture BuildercoreStrategic or Co-development Partner · 1 March 2022Partnership with FCJ Venture Builder, a multinational leader in venture building, to create Vellore Ventures. This initiative establishes a venture builder organization to develop startups solving pain points in the retail and B2B construction market, and explore new ways to serve Foxlux and Famastil customers while creating new revenue streams.
• Mari DonasminorGTM or Marketing Partner · 1 April 2018Partnership with Mari Donas, a Curitiba-based company created by Guta Brandt and Melany Sue that provides small repair services training for women in construction. Foxlux provides tools for courses covering basic plumbing and electrical concepts, and students receive a Foxlux tool box. Part of community engagement and women empowerment initiatives.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vonder: Brazilian manufacturer and wholesaler of tools, equipment, and hardware products distributed via the same independent reseller/representative channel. Direct overlap in construction and gardening tools with Famastil.
• Ciser: Brazilian manufacturer of hardware, fasteners, and tools distributed primarily through material de construção retailers. Direct competitor in the construction/hardware wholesale channel where Grupo Vellore's Famastil competes.
• Tramontina: Brazilian manufacturer of hand tools, kitchen utilities, electrical materials, and lighting serving both B2B wholesale and retail channels. Most direct comparable in product mix (tools, utilities, electrical) and Brazil-centric distribution model.
• Gedore: Brazilian/German-origin manufacturer of professional hand tools serving industrial, automotive, and construction end markets through distributors. Comparable in tool manufacturing depth and B2B trade marketing.
• Schulz: Brazilian manufacturer of compressors, pneumatic tools, and electrical equipment sold through B2B distribution. Overlaps with Grupo Vellore in tools/electrical product categories and Brazil wholesale channel.

Broad incumbents

• Bosch Power Tools: Global power tools and accessories manufacturer with significant Brazilian operations. Comparable in tools and accessories category though skewing to power tools versus Vellore's manual-tool focus.
• Schneider Electric: Global electrical equipment, distribution, and industrial automation company with a large Brazilian footprint. Comparable in electrical materials category but operates at much broader scale and scope than Vellore.
• Signify (Philips Lighting): Global lighting leader operating in Brazil across consumer and professional LED segments. Direct overlap with Foxlux lighting business but with materially larger scale and global R&D.
• Stanley Black & Decker: Global leader in hand tools, power tools, and fasteners with strong presence in Brazil via Black & Decker and Stanley brands. Comparable in tools category but with much broader global scale and product depth than Grupo Vellore.

Emerging players

• Fortlev: Brazilian manufacturer of water storage tanks, pipes, and construction utilities distributed through the same materials de construção / hardware channel. Adjacent overlap in utilities/household products targeted at trade resellers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/grupovellore

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 Grupo Vellore