Rodrigues E Farias

What Rodrigues E Farias does

Rodrigues E Farias, operating commercially as Feira Tintas and legally registered as Decora Comercio de Tintas LTDA, is a regional paint and coatings retail chain headquartered in Feira de Santana, Bahia, Brazil. The company runs 11 physical retail showrooms across five cities in Bahia and Sergipe (seven stores in Feira de Santana plus locations in Salvador, Vitória da Conquista, Ilhéus, and Aracaju), and extends its reach to 15+ additional cities via dedicated WhatsApp order desks. An e-commerce storefront at feiratintas.com.br complements the physical network with online ordering, boleto discount pricing, and free-shipping promotions on selected SKUs.

The product portfolio is organized into nine categories: wall paints, enamels, varnishes, floor paints, textured finishes, waterproofing products, automotive coatings, complementary preparation materials (primers, sealers, putties), and accessories. Assortment is built around third-party brands including Coral (with sub-lines Decora, Rende Muito, Renova, Pinta Piso, and Coralit), Sparlack, Vedacit, Atlas, Yalen, and Elit, with unit prices ranging from approximately R$15 to R$870. The chain serves two primary customer segments: residential homeowners and DIY consumers seeking decorative paints, and professional painters, contractors, and commercial enterprises requiring volume and professional-grade products.

The business model is a transactionally driven direct-to-consumer retail operation across both physical and digital channels. Revenue is generated through one-time unit sales of branded paints and accessories, with no subscription, licensing, or recurring component. GTM relies on walk-in showroom traffic, local SEO and social media presence (Facebook), and WhatsApp-driven quote and customer-service interactions. The company is privately held, self-funded (no external investors, funding rounds, or M&A activity disclosed), and shows no proprietary technology, patents, certifications, or AI capabilities; the underlying platform is a standard catalog e-commerce site with WhatsApp integration.

Name

Rodrigues E Farias

Legal name

Decora Comercio de Tintas LTDA

Website

https://feiratintas.com.br

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Rodrigues E Farias, trading as Feira Tintas, is a regional paint and coatings retail chain headquartered in Feira de Santana, Bahia, operating 11 stores across Bahia and Sergipe and serving residential homeowners and professional painters via branded decorative, automotive, industrial, and waterproofing products.

Ownership category

akta.pro rank

Headquarters

HQ city

Feira de Santana

HQ country

Brazil

HQ region

Latin America

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Paint Sales: Revenue generated through physical retail stores and e-commerce platform sales of paints, coatings, varnishes, automotive paints, waterproofing products, accessories, and complementary painting supplies.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Rodrigues E Farias operates the Feira Tintas retail chain, selling paints, varnishes, waterproofing products, automotive paints, complementary preparation products, and painting accessories through 11 physical stores across Bahia and Sergipe states in Northeast Brazil, complemented by an e-commerce platform (feiratintas.com.br) with WhatsApp-based quote and customer service. The company stocks recognized brands such as Coral, Sparlack, Atlas, Yalen, Elit, and Vedacit across wall, floor, wood, metal, and roof coating categories.

Product overview

Rodrigues E Farias operates as a multi-category paint and coatings retail chain under the brand 'Feira Tintas'. The product portfolio is organized around the following main categories: Tintas para Parede (wall paints), Esmaltes (enamels), Verniz (varnishes), Tintas para Piso (floor paints), Texturas (textures), Impermeabilizantes (waterproofing products), Automotivo (automotive paints), Complementos (complementary products including primers, sealers, and putties), and Acessórios (accessories). Key brands sold include Coral (with sub-brands Decora, Rende Muito, Renova, Pinta Piso, and Coralit), Sparlack, Vedacit, Yalen, Elit, and Atlas. The retail chain serves customers across multiple cities in Bahia and Sergipe states through physical stores and e-commerce.

Differentiator

Problem solved

Functional benefit

Products and services

• Wall Paints (Tintas para Parede)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Suvinil (BASF): Major Brazilian paint brand with manufacturer-owned stores and dealer network. Comparable as a competing brand and distribution channel for residential and contractor paint customers.
• Cassol Materiais de Construção: Brazilian home improvement chain focused on construction materials and finishing products including paints. Comparable regional competitor with similar paint-heavy assortment but operating primarily in southern Brazil.
• Telhanorte: Established Brazilian home improvement retailer acquired by Saint-Gobain. Sells paints, coatings and accessories to the same residential and pro customer base across São Paulo and expanding nationally.
• C&C Casa e Construção: National Brazilian home improvement chain with paint departments. Directly competes for the same residential and contractor paint buyer, but with far larger scale and broader category mix.
• Sherwin-Williams Brasil: Global paint manufacturer with branded retail stores in Brazil. Comparable because it sells the same paint categories to the same end consumers, though it competes both as a supplier and as a direct retail brand.
• Leroy Merlin Brasil: Brazil's largest home improvement big-box chain, selling paints alongside thousands of other SKUs. Comparable as the dominant multi-category competitor in the same end market, though operating with a much broader assortment and national footprint.
• Coral (AkzoNobel Brasil): Brazil's leading decorative paint brand owned by AkzoNobel, with its own retail outlets. Comparable because it both supplies Feira Tintas and competes for the same end consumer through brand stores and direct channels.
• Sodimac Brasil: Chilean-origin home improvement chain operating in Brazil, with paint sections in larger stores. Comparable as a multi-format competitor but with broader assortment and stronger supplier negotiating leverage.

Regional players

• Dicompel Tintas: Regional Brazilian paint and coatings distributor/retailer operating a multi-city store network. Comparable as a similarly-sized specialty paint retailer with analogous product breadth and channel mix, but serving different regions.

Others

• Tigre S/A: Brazilian building materials manufacturer including complementary waterproofing products. Comparable as an adjacent building-products brand whose categories (impermeabilizantes, adesivos) overlap with part of Feira Tintas' assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/feiratintas
• LinkedInlinkedin.com/company/rodrigues-e-farias

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 Rodrigues E Farias