What Maxmix Comercial Ltda. does

Maxmix Comercial Ltda. operates the Camicado retail chain, a Brazilian omni-channel specialty retailer of home goods and décor established in 1998 and headquartered at Rua Tutóia, 938, Vila Mariana, São Paulo. The company sells decoration, kitchen utensils, table settings, bedding and bath, small appliances, cutlery, and home organization products to mid/high-income Brazilian consumers, operating 112 physical stores across all 26 Brazilian states plus the Federal District alongside a nationwide e-commerce platform (camicado.com.br) and mobile app for iOS and Android. Camicado is a wholly-owned subsidiary of Lojas Renner S.A. (B3-listed), which provides corporate, financial, and strategic backing. The company has approximately 240 direct employees per the firmographic record, with a substantially larger indirect workforce across store operations and fulfillment.

The technology platform is a standard retail e-commerce stack: an online storefront, a mobile app, an Omni-channel order management flow supporting buy-online-pick-up-in-store, plus digital services including gift registry (Lista de Presentes), a cashback loyalty program (up to 20% on eligible purchases with a 30-day expiry), the Camilovers affiliate/influencer program, the Lojas Parceiras third-party marketplace, and WhatsApp-based sales consultation. Camicado also embeds financial services, acting as a banking correspondent for Realize CFI to issue postpaid credit cards (Meu Cartão) and selling Cartão Presente gift cards. The company maintains LGPD compliance, designates a Data Protection Officer (Encarregado), and references generic AI usage only in the context of personal data processing.

The business model combines first-party retail merchandise sales (the dominant revenue stream), marketplace commissions on third-party seller transactions (with partner discounts up to 65%), transaction-based cashback mechanics, a 3.80% administrative fee on cash redemptions from gift registries, and banking correspondent referral income. Pricing is unit-based with broad promotional depth (up to 50% off campaigns, up to 65% off marketplace items, 10% first-purchase coupon), installment payments up to 10x interest-free via Cartão Renner and Meu Cartão, and free shipping above R$329 (site) or R$299 (app). A separate B2B channel, Camicado Empresas, serves corporate gifting and office décor buyers. No revenue, GMV, or ARR is disclosed for the entity.

Name

Maxmix Comercial Ltda.

Legal name

Maxmix Comercial Ltda.

Website

https://camicado.com.br

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

Maxmix Comercial Ltda. operates Camicado, a Brazilian omni-channel home goods and décor retailer serving mid/high-income consumers via 112 physical stores nationwide, a full e-commerce site, and a mobile app. A wholly-owned subsidiary of Lojas Renner S.A., the company also runs a third-party marketplace, gift registry, loyalty programs, and embedded financial services.

Ownership category

akta.pro rank

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Camicado generates the majority of its revenue through direct retail sales of home goods and décor products to consumers, both online (website and app) and in its 112 physical stores across Brazil. Products span decoration, kitchen utensils, table settings, small appliances, cutlery, bedding, bath, and organization categories. The company also operates a marketplace (lojas parceiras) alongside its own inventory.
2. Marketplace Commission (Lojas Parceiras): Third-party sellers (lojas parceiras) sell products through Camicado's website and app. Camicado earns commission on these marketplace sales, with partner discounts reaching up to 65%.
3. Cashback Program: Camicado operates a cashback program where customers earn up to 20% back on eligible purchases (products sold and delivered by Camicado). The cashback can be used on subsequent purchases, providing a loyalty mechanism and repeat-purchase revenue driver.
4. Gift Registry (Lista de Presentes): Camicado provides a wedding and event gift registry service. The company earns revenue from gift purchases made through the registry. For marketplace items in registries, only vale-troca (store credit) is issued. An administrative fee of 3.80% is charged for cash experience redemptions.
5. Banking Correspondent Services: Camicado acts as a banking correspondent for Realize CFI, providing post-paid account opening services (credit cards), in compliance with Brazilian financial regulation.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels12 records

Core offering

Maxmix Comercial Ltda. operates Camicado, an omnichannel Brazilian retail chain specializing in home goods and décor products. The company sells decoration, kitchen utensils, table settings, small appliances, cutlery, bedding, bath, and home organization items through 112 physical stores, an e-commerce website, and a mobile app, complemented by a gift registry service, cashback loyalty program, corporate sales channel, third-party marketplace, and branded credit card.

Product overview

Maxmix Comercial Ltda. operates Camicado, a Brazilian omnichannel retail chain specializing in house and decoration products with over 25 years of market presence and 112 physical stores nationwide. The company offers a comprehensive product portfolio organized across major categories including home décor, table settings (mesa posta), kitchen utensils and cookware, small appliances (eletroportáteis), cutlery (faqueiros), bedding and bath (cama, mesa e banho), organization solutions, furniture, and seasonal thematic decorations such as Christmas items. The core offering is complemented by digital services including the Camicado e-commerce platform and mobile app for online and mobile shopping, a gift registry service (Lista de Presentes) supporting multiple occasion types, a cashback loyalty program (Programa de Cashback) offering up to 20% bonus on purchases, a corporate sales division (Camicado Empresas), and a marketplace connecting third-party partner stores. The company also offers proprietary financial products including the Meu Cartão credit card and Cartão Presente gift cards. Additional services include WhatsApp-based customer consulting, buy-in-store-ship-to-home capabilities, and installment payment options through multiple card brands and proprietary payment solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Camicado E-commerce Platform Online retail platform (camicado.com.br) for home and decoration products, featuring product browsing by department, shopping cart, multiple payment methods (installments, PIX, boleto), and order tracking. Targeted at individual Brazilian consumers shopping for home goods.
• Camicado Mobile App Mobile application for iOS and Android enabling product browsing, purchasing, order tracking, and access to exclusive app-only discounts and promotions. Features include cashback accumulation, order status monitoring, and gift registry management. Targeted at individual Brazilian consumers.
• Lista de Presentes (Gift Registry) Digital gift registry service allowing users to create lists for weddings, housewarming parties, baby showers, and other occasions. Supports product selection, money/experience gifts, and physical store integration with WhatsApp-based digital collector. A 3.80% administrative fee applies to cash experience redemptions. Targeted at consumers planning events and the gift-givers who purchase through the registry.
• Programa de Cashback Cashback loyalty program offering up to 20% bonus on eligible purchases of products sold and delivered by Camicado. Cashback is credited 3 days after in-store purchase or 8 days after online delivery, expires after 30 days, and can be used on subsequent purchases (minimum spend of 3.33x the bonus amount to use full value). Targeted at individual consumers.
• Camicado Empresas (Corporate Sales) Corporate sales program offering bulk purchasing solutions for businesses, with dedicated service for company style and business needs. Used for corporate gifting, office decoration, and employee benefit programs. Targeted at business buyers.
• Marketplace de Lojas Parceiras Third-party seller marketplace integrated into the Camicado platform, offering furniture, appliances, and home goods from partner stores with separate delivery and return policies. Partner discounts reach up to 65%. Camicado earns commission on marketplace sales. Targeted at consumers seeking broader assortment and discount options.
• Meu Cartão (Camicado Credit Card) Proprietary Camicado credit card offering 10% discount on first purchase, installment payment options, and integration with the loyalty cashback program. Card opening is available via Camicado acting as banking correspondent for Realize CFI. Targeted at individual consumers.
• Cartão Presente (Gift Card) Gift card product allowing customers to purchase preset-value cards for gifting purposes, redeemable on the Camicado platform. Targeted at consumers seeking a gifting option.

Quantifiable outcome

• Up to 50% discount on promotional campaigns
• +3 more outcomes

Segments2 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability1 record

Partnerships

Three partnerships are on record, tiered minor.

• NespressominorGTM or Marketing Partner · 15 April 2024Nespresso runs promotional campaigns on Camicado's platform, offering up to R$350 in coffee credits on purchases of Nespresso machines (Original or Vertuo lines). Customers must register their purchase on Nespresso's website with invoice details to receive the coffee credits. The promotion runs from 15/04/2026 to 19/01/2027.
• MeliuzminorGTM or Marketing PartnerMeliuz is a cashback platform partnered with Camicado, allowing Meliuz users to earn a percentage of their Camicado purchases back as cashback. This partnership drives customer acquisition through Meliuz's user base.
• Compra e VoltaminorGTM or Marketing PartnerCompra e Volta is a cashback portal partnered with Camicado, enabling customers to receive a portion of their purchase amount back on eligible Camicado transactions. This partnership enhances customer loyalty and acquisition.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Emerging players

• Westwing Brasil: Online-only home and décor retailer operating a curated, sale-driven model in Brazil. Competes with Camicado specifically in the decoration and home accessories online channel, though it lacks Camicado's physical store presence.

Direct peers

• Madeira Madeira: Brazilian online-first home goods and furniture retailer selling furniture, décor, kitchen, and appliances. Competes directly with Camicado's home assortment, particularly in digital channels, with comparable Brazilian consumer base and category breadth.
• Mobly: Brazilian online furniture and home décor marketplace selling both own-inventory and third-party merchant products. Mirrors Camicado's marketplace-plus-first-party model and overlaps significantly on furniture, decor, and home goods for Brazilian consumers.
• Etna: Brazilian specialty home retailer offering furniture, décor, kitchen, and home accessories across physical stores and e-commerce. Direct comparable to Camicado in mid-to-high-end home retailing within Brazil.
• Tok&Stok: Brazilian specialty retailer focused on home décor, furniture, and furnishings across physical stores and online. Closely comparable to Camicado in product assortment (decor, kitchen, organization) and target mid-to-high-income Brazilian consumer.
• Casas Bahia: Major Brazilian omni-channel retailer covering home appliances, furniture, and home goods at value price points. Overlaps heavily with Camicado in small appliances, bedding, kitchen, and furniture, particularly for the broader mid-income Brazilian consumer.
• Magazine Luiza (Magalu): One of Brazil's largest general merchandise and home goods retailers, combining physical stores with a massive e-commerce platform and marketplace. Directly competes with Camicado in home décor, kitchen, small appliances, and bedding categories.

Broad incumbents

• Lojas Renner S.A. Parent company of Camicado and Brazil's largest publicly-traded fashion and lifestyle retailer. Operates a multi-brand, multi-category retail platform across apparel and home, with nationwide digital and physical distribution; directly comparable on omni-channel retail model and Brazilian consumer base.
• Leroy Merlin Brasil: French home improvement and décor giant with a significant Brazilian footprint and broad assortment covering kitchen, bath, and home organization. Overlaps with Camicado in several home goods categories while serving DIY-oriented and home renovation customers.

Regional players

• C&C Casa & Construção: Brazilian home construction and home goods retailer with significant physical distribution, serving both trade professionals and consumers. Adjacent peer with overlapping kitchen, bath, and home categories, though more weighted toward construction materials.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/maxmix-comercial-ltda.

Compliance3 records

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 Maxmix Comercial Ltda.