Editora Atlas

What Editora Atlas does

Atlas S.A., trading as Atlas, is a Brazilian manufacturer of painting tools, construction products, and home accessories, established in 1966 and headquartered in Esteio, Rio Grande do Sul. The company operates as a subsidiary of InBetta Group, a diversified holding company with 2,600 employees and exports spanning 50 countries. Atlas operates across three product lines: Atlas Painting and Construction (the core 1,400+ SKU range of brushes, rollers, adhesive tapes, sandpapers, abrasives, and accessories), Atlas Powertech (professional power tools including sanders, blowers, vacuum cleaners, mixers, and airless painting machines launched in 2021 with brushless motor technology), and Atlas Casa/Atlas Home (toilet seats, bathroom accessories, hydrosanitary products, decoration items, and gardening products launched in 2023).

Manufacturing is anchored by what Atlas claims is the world's largest single-roof factory for painting accessories in Esteio/RS, supplemented by a factory in Paulista/PE (opened 2018) and a newly acquired tape factory in Canoas/RS (2025). Core proprietary technologies include plastic injection molding, thermofusion technology for paint rollers (adopted 1993), and synthetic filament brush manufacturing (started 2011).

The business model is wholesale/retail-driven hardware sales: Atlas sells through construction materials stores, hardware retailers, and a network of sales agents across Brazil, supported by an exclusive B2B online quotation platform (Meus Pedidos Atlas) launched in 2020, plus distribution centers in Esteio, Araçariguama (SP), and Paulista (PE). Consumer direct support is available via phone and contact forms. The company began a LATAM geographic expansion project in 2024 and serves customers across more than 1,000 points of sale in Brazil.

Name

Editora Atlas

Legal name

Atlas S.A.

Website

https://atlas.com.br

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

51–100 employees

Short description

Atlas S.A. is a Brazilian manufacturer of painting tools, construction products, and home accessories founded in 1966, serving construction professionals, retailers, and consumers through three product lines (Painting and Construction, Powertech, Home) with 1,400+ SKUs sold across 1,000+ points of sale in Brazil.

Ownership category

akta.pro rank

Product category

Painting Tools and Construction Products

NAICS

Building Material and Garden Equipment and Supplies Dealers (444), Other Building Material Dealers (44418), Hardware Retailers (444140)

SIC

Cutlery, Handtools & General Hardware (3420), Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Brooms, Brushes & Dustpans (CRAJAIAA)

akta.pro secondary industries

Cleaning Tools, Mops, Brooms & Brushes Distribution (CRAOAGAD), Ink, Toner & Printer Supplies Retail (CRALABAH)

Keywords

• Painting tools
• Construction products
• Power tools
• Home accessories
• Paint brushes

Headquarters

HQ city

Esteio

HQ country

Brazil

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Painting and Construction Tools: Sale of professional painting tools, brushes, rollers, sandpapers, adhesive tapes, and accessories to construction professionals and retailers.
2. Atlas Powertech Power Tools: Sale of professional power tools including sanders, blowers, vacuum cleaners, mixers, and painting machines.
3. Atlas Home Products: Sale of home utility products including toilet seats, bathroom accessories, hydrosanitary products, stainless steel gratings, room decoration, and gardening products.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Atlas manufactures and sells a comprehensive range of over 1,400 products spanning three lines: Atlas Painting and Construction (brushes, rollers, adhesive tapes, sandpapers, abrasives, trowels, ceramic laying tools, safety equipment, adhesives, sealants, cleaning products), Atlas Powertech (professional electric machines including brushless sanders, blowers, vacuum cleaners, mixers, and airless painting machines), and Atlas Home / Atlas Casa (hydrosanitary products, premium and soft-closing toilet seats, bathroom accessories, cabinets, mirrors, shelving, stainless steel gratings, room decoration, hooks, protectors, trash cans, and gardening products). Products are sold primarily through retailers, distributors, and a dedicated sales agent network across Brazil, with consumer-facing support available via phone and contact channels.

Product overview

Atlas is a comprehensive painting tools, construction products, and home accessories company established in 1966 and part of the InBetta Group. The company operates three main product lines: (1) Atlas Painting and Construction — a core range of over 1,400 items covering brushes, rollers, adhesive tapes, sandpapers, abrasives, planers, trowels, ceramic laying tools, and painting accessories for professionals; (2) Atlas Powertech — professional electric machines including sanding machines, blowers, vacuum cleaners, mixers, and airless painting machines featuring brushless motor technology; and (3) Atlas Home (Atlas Casa) — practical home solutions including hydrosanitary products, toilet seats (cushioned, premium, and soft-closing lines), bathroom accessories, cabinets, mirrors, shelves, stainless steel gratings, room decoration (blinds, house numbers), hooks, protectors, trash cans, and gardening products. Atlas also offers internal digital platforms including the Meus Pedidos Atlas quotation system for retailers and a POWERTECH Club loyalty program. The company manufactures at facilities in Esteio (RS), Canoas (RS), and Paulista (PE), with distribution centers across Brazil.

Differentiator

Problem solved

Functional benefit

Brands

• Atlas Powertech: Professional line of power tools delivering technology, power and efficiency for construction professionals
• Atlas Home (Atlas Casa)
• Casa Bonita
• Primafer
• POWERTECH

Products and services

• Atlas Painting and Construction Comprehensive line of professional painting and construction tools covering surface preparation, painting, and finishing. Includes brushes, rollers, adhesive tapes, sandpapers, abrasives, planers, trowels, ceramic laying tools, safety equipment, adhesives, sealants, and cleaning products for professional painters and contractors.
• Atlas Powertech Professional line of electric machines for construction professionals. Includes sanding machines (orbital and brushless sanders), heat blowers, vacuum cleaners, paint and mortar mixers, and airless painting machines with associated accessories such as tips, hoses, filters, and guns.
• Atlas Home (Atlas Casa) Practical home utility solutions including hydrosanitary products (faucets, siphons, valves, flexible couplings), toilet seats (cushioned, premium, soft-closing lines), bathroom accessories (fix kits, rugs, curtain brackets), cabinets, mirrors, shelving, stainless steel gratings, room decoration (blinds, mosquito screens, house numbers, roller shutters), hooks, protectors, trash cans, and gardening products.
• Atlas Painting Safety and Protection (PPE) Personal protective equipment and safety products for professional painters, including masks, safety glasses, gloves, tarpaulins, floor protectors, and hearing protectors.
• Atlas Adhesive Tapes Adhesive tapes including electrical tape, masking tape, signal tape, anti-slip tape, packaging tape, double-sided tape, thread seal tape, drywall tapes, and the Veda Mancha electrostatic masking film product. Manufactured by Atlas's in-house tape unit following the 2025 Canoas/RS factory acquisition.
• Atlas Casa Premium and Soft-Close Toilet Seats Premium and soft-closing toilet seats for residential bathrooms. Features polypropylene construction, easy installation with a larger adjustment area, and a soft-closing mechanism that prevents sudden impact, reduces noise, and limits bacterial dispersion. Available in multiple design lines including Oval, Thema, Monte Carlo, Sabatini, Quadra, Smart, and Vogue Plus.
• Meus Pedidos Atlas Online Quotation Platform Exclusive B2B online quotation platform for retailers and distributors to access Atlas's full product catalog and place orders/quotes. Available at portal.pinceisatlas.com.br/portal/login.

Quantifiable outcome

• Present in 1% of construction materials stores in Brazil (ANAMACO Research 2025)
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Scale indicators8 records

Recent moves12 records

Expansion highlights4 records

Direct peers

• Deca: Deca is a leading Brazilian manufacturer of bathroom fixtures including toilet seats and lavatories, now part of Dexco. It directly competes with Atlas Casa's toilet-seat lines (Premium, Soft Close) and bathroom accessories at construction-materials and home-improvement retailers.
• Vonder: Vonder is a Brazilian manufacturer and distributor of professional hand tools and power tools sold through hardware retailers. It directly competes with Atlas Powertech in professional power tools and with Atlas Painting in contractor-grade hand tools.
• Acrilex: Acrilex is a Brazilian manufacturer of paints, art supplies, and painting accessories with strong consumer DIY positioning. It directly competes with Atlas in the painting-accessories category and shares a similar B2B/B2C distribution mix through retail.
• Tramontina: Tramontina is a leading Brazilian manufacturer of hand tools, cutlery, and construction-related products. It overlaps with Atlas in hand tools and home/construction accessories, sharing the southern-Brazil industrial base and similar B2B go-to-market through hardware retailers.
• Condor: Condor is a Brazilian manufacturer of paintbrushes, rollers, and painting accessories with strong domestic retail presence. It is the closest direct competitor to Atlas in the core painting-tools category, competing head-to-head at construction-materials retailers across Brazil.
• Tigre: Tigre is a major Brazilian manufacturer of construction materials, plumbing fittings, and bathroom/home products. It directly competes with Atlas in Atlas Home hydrosanitary and bathroom-accessory categories and shares the construction-materials retail channel.

Broad incumbents

• Makita Brasil: Makita is a global leader in professional cordless power tools with established Brazilian operations. As a broad incumbent, it competes against Atlas Powertech in the contractor-grade power tool category across the same construction-materials channel.
• Stanley Black & Decker: Stanley Black & Decker is a global tools and hardware manufacturer (DeWalt, Black & Decker, Stanley) active across Brazil. It serves as a broad incumbent against Atlas Powertech in cordless power tools and competes in hand tools and fasteners at the same retail channels.
• Bosch Brasil: Bosch is a global power tools giant with a strong Brazilian operation and broad DIY/professional portfolio. It is a broad incumbent competing against Atlas Powertech across sanders, mixers, and other corded/cordless professional tools.
• 3M Brasil: 3M is a global diversified industrial manufacturer with a major abrasives, tapes, and PPE portfolio in Brazil. It overlaps with Atlas in sanding discs, masking tape, and safety/protection products — categories where Atlas recently won recognition and vertically integrated through the Canoas tape factory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xinstagram.com/atlas
• YouTubeyoutube.com/@AtlasPlay
• Facebookfacebook.com/atlas
• LinkedInlinkedin.com/company/editora-atlas
• Instagraminstagram.com/atlas

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

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 Editora Atlas