El Surtidor

What El Surtidor does

El Surtidor is a privately held Colombian household-goods retailer headquartered in Bogotá that distributes across both physical stores and e-commerce. The company operates retail showrooms in three cities — Bogotá (three locations on Av. Caracas/Calle 11/Carrera 27), Bucaramanga, and Sogamoso — alongside a Shopify-powered online storefront at surtidor.com.co offering direct home delivery nationally and a 4-hour in-store pickup option for online orders placed against the Bogotá flagship. The assortment is a horizontal household-goods catalog spanning nine categories: Cocina y Comedor (kitchen and dining), Muebles (furniture), Jardín (garden), Electrodomésticos (appliances), Contenedores de residuos (waste containers), Aseo/Limpieza (cleaning), Juguetes (toys), and Organizadores y Almacenamiento (organizers and storage). Distributed brands include licensed Plasutil/Mundiutil lines, Tramontina and Imusa cookware, Rimo furniture, Black & Decker and Home Elements appliances, Cristar glassware, Termolar, and Pikaju; unit pricing ranges from approximately COP $5,000 (Jabonera 180ml) to COP $100,000 (Licuadora DualMix 300W), with periodic promotional discounts.

The company functions as a traditional multi-channel retailer rather than a technology platform. Its underlying technology is limited to a Shopify e-commerce template with standard product catalog, cart, and checkout functionality, and customer service is conducted through WhatsApp (+57 311 277 3660) and social channels (Instagram @elsurtidor2, TikTok @elsurtidordistribuidor). The revenue model is direct-to-consumer unit-priced retail with no subscription, licensing, or recurring component; a reference to wholesale/bulk pricing on the website hints at a small B2B tail, but the customer mix is overwhelmingly Colombian household consumers. The workforce is reported at 51–100 employees and the company is independently owned with no disclosed parent, institutional investors, or external funding events.

Operationally, El Surtidor competes in the Colombian general-merchandise household category against broader retailers and specialty distributors. Its differentiation rests on physical proximity in three cities, an omnichannel pickup model, and merchandising breadth across licensed and international brands rather than proprietary technology or exclusivity arrangements. No revenue, funding, M&A, regulatory, or leadership-change data has been disclosed in available sources, and there are no patents, certifications, or formal partnerships on record.

Name

El Surtidor

Legal name

El Surtidor

Website

https://surtidor.com.co

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

El Surtidor is a privately held Colombian household-goods retailer based in Bogotá that operates physical stores in three cities (Bogotá, Bucaramanga, Sogamoso) and a Shopify e-commerce storefront, distributing branded kitchenware, furniture, appliances, and home products to Colombian consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue generated from direct sales of household goods, kitchenware, furniture, appliances, and related products to consumers through both physical retail stores and e-commerce channel. Products are sold at retail prices in Colombian Pesos.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

El Surtidor is a Colombian multi-channel retailer of household goods operating physical storefronts in Bogotá, Bucaramanga, and Sogamoso alongside a Shopify-powered e-commerce site at surtidor.com.co. The company sells kitchenware, cookware, furniture, home appliances, cleaning supplies, toys, and storage organizers from brands including Plasutil Mundiutil, Tramontina, Imusa, Black & Decker, Home Elements, Rimo, Cristar, Pikaju, and Termolar directly to Colombian consumers.

Product overview

El Surtidor is a Colombian retail company operating as an e-commerce platform and physical store chain. The company offers a diverse portfolio of household and consumer products organized into main categories: Cocina y Comedor (Kitchen and Dining), Muebles (Furniture), Jardin (Garden), Electrodomesticos (Appliances), Contenedores de residuos (Waste containers), Aseo/Limpieza (Cleaning), Juguetes (Toys), and Organizadores y Almacenamiento (Organizers and Storage). Product offerings include licensed kitchenware from brands like Plasutil Mundiutil, cookware from Tramontina and Imusa, furniture from Rimo, appliances from Home Elements and Black & Decker, and glassware from Cristar. The company operates physical locations in Bogota, Bucaramanga, and Sogamoso, Colombia.

Differentiator

Problem solved

Functional benefit

Products and services

• Cocina y Comedor (Kitchen and Dining) category Retail category offering kitchenware and dining products from Plasutil Mundiutil, Tramontina, Imusa, Cristar, Pikaju, and Termolar for Colombian household consumers.
• Muebles (Furniture) category Retail category offering household and children's furniture including Rimo-brand chairs (Gala line in wengue/green, Arcoiris children's chairs) and Elegance Dali storage furniture for Colombian consumers.
• Electrodomésticos (Appliances) category Retail category offering small home appliances including the Black & Decker 12-cup coffee maker and Home Elements HE-538N DualMix 300W 2-in-1 immersion/personal blender for Colombian households.
• Jardín (Garden) category Retail category offering garden and outdoor products for Colombian household consumers.
• Contenedores de residuos (Waste containers) category Retail category offering household waste and trash containers for Colombian consumers.
• Aseo / Limpieza (Cleaning) category Retail category offering household cleaning products and supplies for Colombian consumers.
• Juguetes (Toys) category Retail category offering toys and games for Colombian households and families.
• Organizadores y Almacenamiento (Organizers and Storage) category Retail category offering household organizers, baskets, and storage solutions for Colombian consumers.
• Licuadora DualMix 300W Home Elements HE-538N 2-in-1 immersion blender and personal blender with 300W power, dual interchangeable stainless steel blades, 600ml Tritan thermal cup, two adjustable speeds, BPA-free, in black color; sold to Colombian household consumers.
• Juego Sartenes Tramontina Turim 3 Piezas 3-piece frying pan set from the Tramontina Turim line (reference 27899/417); sold to Colombian household consumers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• IKEA Colombia: Global home furnishings and kitchenware retailer with Colombian operations. Direct overlap with El Surtidor in furniture, kitchen, and home organization categories, though IKEA operates at vastly larger scale and global brand strength.
• Easy Colombia: Home improvement and household goods chain operating in Colombia. Overlaps with El Surtidor in furniture, kitchenware, and home appliances, targeting similar Colombian household consumers with a multi-store footprint.
• Decorcerámica: Colombian home furnishings and decor retailer with a network of physical stores and online channel. Closely comparable as a household goods specialist targeting Colombian consumers with furniture, kitchenware, and home accents.
• Homecenter (Sodimac Colombia): Colombia's leading home improvement and household goods retailer (part of Falabella/Sodimac), offering furniture, kitchen, appliances, and decor across a national footprint. Directly comparable as a household category retailer serving Colombian consumers with both physical stores and e-commerce.
• Home Sentry: Latin American home goods retailer carrying kitchenware, small appliances, and household items. Comparable assortment and target customer profile to El Surtidor within the regional household retail segment.

Broad incumbents

• Jumbo (Cencosud Colombia): Large Colombian hypermarket chain selling household goods, appliances, and kitchenware alongside groceries. Comparable assortment overlap with El Surtidor but operates at much larger scale and broader category mix.
• Éxito: Colombia's largest department store chain, selling household, kitchen, and home goods across physical stores and a major e-commerce platform. Significant assortment and customer overlap with El Surtidor at far greater scale.
• Falabella Colombia: Major LATAM department store with a strong Colombian presence, carrying home, kitchen, and furniture categories online and in-store. Overlaps in target customer and product mix with El Surtidor but at much broader scale.

Others

• MercadoLibre Colombia: Dominant LATAM e-commerce marketplace. While not a direct household goods retailer, it competes for the same Colombian household consumer purchases via third-party sellers and represents both a channel threat and a listing alternative for El Surtidor's products.

Emerging players

• Linio Colombia (now MercadoLibre): E-commerce platform (now integrated with MercadoLibre) carrying household, kitchen, and home categories in Colombia. Comparable as a multi-category digital household goods seller competing for the same online Colombian consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/elsurtidor2
• TikToktiktok.com/@elsurtidordistribuidor?is_from_webapp=1&sender_device=pc
• Xx.com/SurtidorAlmacen
• Facebookfacebook.com/elsurtidor2

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 El Surtidor