Terwal

What Terwal does

Terwal, legally Terwal Máquinas LTDA, is a privately held Brazilian retailer of machinery, equipment, and tools founded circa 1948 in Salvador, Bahia. Operating under CNPJ 15.103.070/0001-42, the company runs three physical stores in Bahia (Salvador headquarters, Lauro de Freitas, and Alagoinhas) alongside a nationwide e-commerce platform at terwal.com.br, employing 51-100 staff. It serves four primary customer segments: residential consumers, industrial and commercial businesses, condominium administrators, and the agriculture sector. The company is authorized to distribute premium global brands including STIHL, Karcher, Grundfos, Schulz, Rowa, Tramontina, Trapp, and Alfa Laval. It also hosts the annual Encontro Terwal de Síndicos e Gestores Condominiais to engage its B2B condominium segment and participates in ConstruNordeste construction industry events. The founder, Alceu Hiltner, remains listed as Founder and Diretor.

Terwal's product portfolio spans more than 15,000 SKUs organized around water pumps (submersible, centrifugal, solar, fire-fighting, multi-stage), pressurizers, generators (diesel and gasoline 6.5-15KVA), power tools (chainsaws, brushcutters, blowers), hand tools, air compressors, motors, solar energy systems, irrigation equipment, water tanks, pipes and fittings, valves, control panels, sewage treatment systems, heat exchangers, fire-fighting systems, pool and spa equipment, water heaters, lubricants, and personal protective equipment. The underlying technology is a standard e-commerce platform with product catalog, shopping cart, online payment processing, and freight calculation, supported by WhatsApp, phone, and email customer service channels.

Terwal generates revenue primarily through hardware and equipment retail sales via both physical stores and e-commerce. Pricing is unit-level per product, with installment payments up to 10x without interest on credit cards plus Pix and bank transfer discounts. Promotional discounts of up to 30% are offered. The company operates as a family/founder-owned private limited company with no disclosed institutional investment, no funding rounds, and no M&A activity, suggesting a self-funded, regionally anchored operating model that has scaled primarily through catalog breadth and authorized brand partnerships rather than capital-driven expansion.

Name

Terwal

Legal name

TERWAL MÁQUINAS LTDA

Website

https://terwal.com.br

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Terwal is a family-owned Brazilian retailer founded circa 1948 in Bahia that sells water pumps, generators, power tools, construction, and agricultural equipment through three physical stores and a nationwide e-commerce platform, serving residential, commercial, condominium, and agricultural customers as an authorized dealer of STIHL, Karcher, and Grundfos.

Ownership category

akta.pro rank

Headquarters

HQ city

Salgado

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware and Equipment Retail Sales: Terwal generates revenue primarily through the sale of physical machines, tools, equipment, and related accessories. Products include water pumps, generators, motors, power tools, agricultural equipment, and various industrial/commercial hardware. The company sells to both individual consumers and professional/business customers through physical stores and e-commerce.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Terwal is a traditional Brazilian retailer specializing in machinery, equipment, and tools for the agricultural, industrial, construction, commercial, and residential segments. The company sells more than 15,000 items including water pumps, generators, power tools, hand tools, air compressors, motors, solar systems, pool equipment, irrigation systems, water tanks, fittings, valves, fire-fighting systems, control panels, agricultural machinery, and replacement parts through physical stores in Bahia and a nationwide e-commerce platform, with technical assistance support.

Product overview

Terwal is a traditional Brazilian e-commerce retailer specializing in machinery and equipment, serving the field (agricultural), industry, and home/garden segments with over 75 years of experience. The company operates primarily as an online marketplace offering more than 15,000 items across diverse product categories. The core portfolio centers on water pumps (bombas de água) as the leading category, complemented by pressurization systems, pool equipment, generators, power tools, hand tools, air compressors, motors, solar energy systems, and cleaning equipment. Additional offerings include construction supplies, irrigation systems, pipes and fittings, valves, water tanks, control panels, fire fighting systems, agricultural machinery, personal protective equipment, and replacement parts. The company also distributes branded products from recognized manufacturers including STIHL, Karcher, Grundfos, Schulz, Rowa, and others. Technical support and assistance are offered alongside the sales operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Water Pumps (Bombas de Água) Comprehensive range of water pumps including submersible, centrifugal, self-priming, injector, multi-stage, solar, motor pumps, and residential pumps for residential, agricultural, and industrial applications.
• Pressurizers (Pressurizadores) Water pressurization systems including electronic pressure switches and hot water pressurizers for improving water pressure in residential and commercial buildings.
• Pool Equipment (Piscina) Complete pool equipment including pool pumps, water treatment products, filters, cleaning accessories, filter sand, and pool heaters for residential and commercial pool operations.
• Generators (Geradores) Power generators including diesel and gasoline generators ranging from 6.5KVA to 15KVA for residential, commercial, and industrial backup power applications.
• Motorized Power Tools (Ferramentas Motorizadas) Motorized tools including chainsaws, pole saws, brushcutters, sprayers, and blowers for agricultural and landscaping applications.
• Hand Tools (Ferramentas Manuais) Hand tools including axes, pliers, wrenches, hammers, sickles, garden tools, and agricultural implements from brands like Tramontina and Trapp.
• Air Compressors (Compressores de Ar) Air compressors including direct drive and industrial compressors for various pneumatic applications.
• Motors (Motores) Diesel and electric motors for industrial and agricultural applications.
• Solar Energy Systems (Solar) Solar energy solutions including solar generators, solar pumps, and solar panels for residential and commercial renewable energy applications.
• Cleaning Equipment (Limpeza) Cleaning equipment including high-pressure washers and vacuum cleaners for industrial and residential use.
• Civil Construction Supplies (Construção Civil) Construction equipment and supplies including sealants, adhesives, generators, and motor pumps for civil construction projects.
• Water Tanks (Reservatório/Caixa D'Água) Water storage tanks and reservoirs in various capacities including cylindrical and slim designs made of polyethylene.
• Irrigation Systems (Irrigação) Irrigation systems and equipment for agricultural and garden watering applications.
• Fittings and Pipes (Conexões e Tubos) Pipe fittings including galvanized and PVC connections, along with various types of pipes for water and fluid transport.
• Fire Fighting Systems (Sistema de Combate a Incêndio) Fire fighting and fire prevention systems including fire pumps for industrial and commercial buildings.
• Custom Control Panels (Painel de Comando) Custom electrical control panels and command boards for industrial automation and equipment control.
• Agricultural Machinery (Máquinas Agrícolas) Agricultural equipment including tillers, crop shredders, and specialized farming tools.
• STIHL Branded Products Full range of STIHL branded power tools including chainsaws, brushcutters, blowers, and original accessories, sold as an authorized dealer.
• Sewage Treatment Systems (Tratamento de Esgoto) Sewage treatment systems and equipment for residential and industrial wastewater management.

Quantifiable outcome

• Products available with up to 30% discount during promotions

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• STIHLcoreChannel Partner/ Reseller/ DistributorTerwal is an authorized dealer of original STIHL accessories and power tools. They sell STIHL products including chainsaws, brush cutters, blowers, and related accessories.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Madeira Madeira: Brazilian e-commerce marketplace focused on home, construction, and decoration categories with nationwide logistics. Competes with Terwal's online store for digital buyers of renovation and equipment products, especially outside Bahia.
• Casa do Construtor: Brazilian franchise network renting and selling light construction equipment to professionals and DIY customers. Adjacent overlap with Terwal's construction-equipment customer and Bahia footprint, sharing target end-buyers even though its core model is rental.

Others

• Grainger: U.S.-based industrial MRO distributor with broad equipment-and-tools catalog and strong e-commerce platform. Comparable business model (specialty industrial distribution plus digital) and useful read-across on how a regional industrial-machinery distributor scales.

Regional players

• Ferreira Costa: Large home improvement and construction retail chain headquartered in Northeast Brazil (Pernambuco), similar to Terwal in regional focus, mix of home/garden/construction/industrial equipment, and physical-store-plus-online model. Closest geographic analog with overlapping customer base.
• Lojas Quero-Quero: Brazilian home, construction, and electrical retailer focused on the South region with both physical stores and e-commerce. Comparable mix of construction materials, tools, and appliances with regional execution model like Terwal, though in a different region.

Broad incumbents

• Leroy Merlin Brazil: Global home-improvement retailer with a meaningful Brazilian footprint across multiple states. Sells pumps, tools, garden, and construction equipment to a comparable customer base but at much larger scale and assortment breadth.
• Sodimac (Homecenter Latam): Latin American home-improvement chain with Brazilian operations, carrying tools, construction, garden, and equipment. Wider assortment and footprint than Terwal but overlaps meaningfully on pumps, generators, and DIY/tools categories.
• Mercado Livre Brasil: Dominant Brazilian e-commerce marketplace with nationwide logistics. Encroaches on Terwal's online catalog across pumps, tools, and generators with broader assortment, even though it offers no technical assistance or authorized-dealer specialization.

Direct peers

• Telhanorte: Brazilian home center and construction-materials retailer with physical stores and e-commerce, selling tools, pumps, electrical, and DIY supplies to both B2B and B2C. Direct competitor on product range and omnichannel GTM, though larger and more São Paulo-focused.
• C&C Casa e Construção: Brazilian construction and home-improvement retail chain carrying tools, equipment, finishes, and industrial goods via physical stores and e-commerce. Competes with Terwal for builders, contractors, and residential reno customers across overlapping product categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/terwal_maquinas
• Xx.com/terwalmaquinas
• Facebookfacebook.com/terwalmaquinasd
• LinkedInlinkedin.com/company/terwal

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Terwal