What Alea does

Alea (legal name ALEA ELETRO COMERCIAL LTDA) is a Brazilian privately held telecommunications retailer operating as an authorized partner of Vivo (Telefônica Brasil) since 1997. The company sells Vivo mobile service plans, smartphones, and mobile accessories through a network of 140+ physical retail stores operating under the 'Loja Vivo' brand across four Brazilian states — Rio Grande do Sul, Espírito Santo, Minas Gerais, and São Paulo. Its core products are smartphones, screen protectors (películas), cases (capas), and mobile accessories, sold both in-store and through the aleashop.com.br e-commerce storefront.

The company supplements its retail footprint with a door-to-door sales channel of more than 150 field agents, giving it a multi-channel distribution model that combines physical retail, direct sales, and online commerce for Brazilian consumer and SMB customers seeking mobile connectivity, devices, and accessories. Alea generates revenue through (i) one-time sales of smartphones and accessories at retail and online, and (ii) transaction-based commissions or margins on Vivo service subscriptions and devices activated through its channels.

Founded in 1990 in Nova Bassano, Rio Grande do Sul, originally as an electronics repair business, Alea pivoted into telephony in 1997 when it received Vivo accreditation. Current ownership sits with Marcio Dalmoro (partner since 2002) and partners Mateus Marcolina (since 2018) and Felipe Dallagnese (since 2020), each entry tied to phases of regional and then national geographic expansion. The company is headquartered at Rua Professor Luiz Duarte, 27, Nova Bassano, RS, and operates as a private limited liability company with no disclosed external institutional investment or public listing.

Name

Alea

Legal name

ALEA ELETRO COMERCIAL LTDA

Website

https://aleavivo.com.br

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Alea is a Brazilian telecommunications retailer and authorized Vivo partner operating 140+ stores across four states, selling smartphones, mobile accessories, and Vivo service plans through retail, e-commerce (aleashop.com.br), and a 150+ agent door-to-door sales channel.

Ownership category

akta.pro rank

Headquarters

HQ city

Nova Bassano

HQ country

Brazil

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Telecommunications products and accessories: Sale of smartphones, mobile films (screen protectors), phone cases, and accessories through physical retail stores and the AleaShop online platform.
2. Vivo telecom services: As an authorized Vivo partner, Alea sells Vivo mobile plans, devices, and related telecommunications services, earning commissions or margins on these transactions.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Alea is an authorized Vivo (Telefônica Brasil) telecommunications retailer that sells Vivo mobile plans, smartphones, and mobile device accessories (screen protectors, cases, chargers) through a network of 140+ physical retail stores across four Brazilian states and an e-commerce platform (aleashop.com.br). The company supplements its retail presence with a door-to-door sales force of 150+ salespeople who deliver Vivo services directly to customers' homes.

Product overview

Alea (ALEA ELETRO COMERCIAL LTDA) is a telecommunications retail company and authorized Vivo partner operating a network of physical stores and an online shop. The company offers a product portfolio centered on mobile devices and accessories, comprising Smartphones (core product), Películas/Mobile Film (screen protectors), Capas/Cases (protective cases), and Acessórios/Accessories (chargers and peripherals). Products are sold both through 140+ physical retail locations across multiple Brazilian states and through the aleashop.com.br e-commerce platform.

Differentiator

Problem solved

Functional benefit

Segments1 record

Ideal customer profiles1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Vivo (Telefônica Brasil)coreChannel Partner/ Reseller/ Distributor · 1 January 1997Alea is an authorized Vivo (Telefônica Brasil) partner, accredited since 1997 to sell Vivo mobile telecommunications products and services including mobile plans, devices, and accessories through its retail network and door-to-door sales force. This is the company's primary business relationship and revenue driver.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Others

• Claro Brasil: Major Brazilian mobile carrier competing with Vivo for subscribers and operating its own authorized retail network. Comparable to Alea as a competing carrier-retailer ecosystem in which carriers monetize devices and plans through branded stores.
• Vivo (Telefônica Brasil): The anchor telecom operator for which Alea is an authorized retail partner since 1997. Comparable because Vivo directly owns and operates its own branded stores and digital channels that compete with Alea Vivo locations for the same end customer.
• TIM Brasil: One of Brazil's largest mobile operators with an authorized dealer network selling handsets and plans. Comparable to Alea because the same carrier-authorized-retailer business model exists for TIM, creating a parallel structural competitive set.
• Oi: Brazilian telecom operator with its own authorized retail and reseller network. Comparable to Alea as another carrier-driven retail model competing for the same smartphone and plan customer in Brazilian regional markets.

Broad incumbents

• Magazine Luiza: One of Brazil's largest multi-category retailers with a strong electronics and mobile-device assortment. Comparable to Alea because it sells smartphones, accessories, and related telecom-adjacent products across a national footprint, though at much greater scale and online-led.
• Fast Shop: Brazilian specialty electronics retailer focused on smartphones, notebooks, and consumer electronics. Comparable to Alea because it competes directly for the same smartphone and accessory customer, though with a national e-commerce-led model rather than regional physical stores.
• Casas Bahia: Brazilian mass-market retail chain with significant electronics and mobile device exposure. Comparable to Alea as a competitor for consumer electronics wallet share in regional Brazilian markets, but operating at national scale with a strong e-commerce platform.
• Ponto (formerly Ponto Frio): Brazilian electronics and appliance retailer under the Via Varejo group alongside Casas Bahia. Comparable to Alea because it sells smartphones, accessories, and related consumer electronics to similar value-conscious Brazilian consumers.
• Ricardo Eletro: Brazilian electronics and home-appliance retail chain historically focused on regional markets. Comparable to Alea because it competes in the same price-sensitive consumer electronics and smartphone category across Brazilian states.

Regional players

• Positivo Tecnologia: Brazilian electronics manufacturer and retailer of mobile devices, tablets, and accessories. Comparable to Alea as a domestic player in the same smartphone and accessory category, though operating as a manufacturer-led brand rather than a carrier authorized retailer.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/rsulteleagentes
• LinkedInlinkedin.com/company/redealea
• Instagraminstagram.com/redealea

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 Alea