GRUPO DEC MINAS

What GRUPO DEC MINAS does

Dec Minas (trade name GRUPO DEC MINAS) is a Brazilian B2B wholesale distribution company that operates an e-commerce platform connecting major consumer goods manufacturers with small and medium-sized retailers. Founded in 1998 and headquartered in Contagem, Minas Gerais, the company serves SMB retail customers across multiple verticals — padarias, bares, farmácias, and mercearias — with size-based segmentation distinguishing stores operating 1-4 versus 5-9 checkout registers. Its customer base is regional and fragmented, with no disclosed anchor accounts or enterprise contracts.

The platform is built on VTEX commerce technology and aggregates catalog from a broad set of tier-1 consumer brands including Unilever (Omo), Procter & Gamble, Colgate, Mondelez, Kenvue, Santher, Diageo (Smirnoff Ice), Hillo, and Salon Line. Product categories span food and beverages, hygiene and beauty, cleaning, baby and infant care, pet supplies, and confectionery. Registered business customers browse the multi-brand catalog and place wholesale orders through a self-serve flow, with payment executed via boleto a prazo (deferred payment slip) — a working-capital mechanism well-suited to SMB retail buyers in Brazil.

The business model is transactional wholesale: revenue is generated by reselling branded FMCG at promotional discounts typically ranging from 6-23% off list prices, with no disclosed tiered subscription, loyalty, or contract pricing structure. Go-to-market combines the VTEX storefront with a parallel presence on Facebook, Instagram, and LinkedIn (@decminasoficial) plus an email newsletter. No disclosed revenue, funding rounds, M&A activity, leadership team information, app, or proprietary technology beyond the VTEX storefront is available in the input data; the company shows no disclosed AI/ML capabilities, no third-party benchmarks, and no certifications or awards.

Name

GRUPO DEC MINAS

Legal name

Dec Minas

Website

https://decminas.com.br

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

Brazilian B2B wholesale distribution e-commerce company founded in 1998 and headquartered in Contagem, Minas Gerais, connecting major consumer goods brands (Unilever, P&G, Colgate, Mondelez, Diageo, among others) with SMB retailers such as bakeries, bars, pharmacies, and grocery stores via a VTEX-based storefront.

Ownership category

akta.pro rank

Headquarters

HQ city

Contagem, Minas Gerais

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B Wholesale Distribution: Dec Minas generates revenue by selling consumer goods (food, beverages, hygiene/beauty, cleaning, baby/infant, pet supplies, stationery) to retail store owners at wholesale prices through their B2B e-commerce platform. The business model is transactional, with purchases made on a per-order basis.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

GRUPO DEC MINAS operates a B2B wholesale e-commerce platform that distributes consumer goods from major manufacturers (Unilever, P&G, Colgate, Mondelez, Diageo, Kenvue, Santher, Salon Line) to retail store owners in Brazil. The platform supplies food, beverages, hygiene and beauty products, cleaning supplies, baby and infant items, pet supplies, and confectionery to small and medium retail businesses across bakeries, bars, pharmacies, and grocery store segments with 1-9 checkout registers. Orders are processed via a self-serve online storefront with deferred payment (boleto a prazo) and promotional discounts ranging from 6% to 23%.

Product overview

Dec Minas operates a B2B wholesale e-commerce platform that aggregates multiple consumer product brands for retail store distribution. The platform functions as a multi-category marketplace offering food, beverages, personal care, cleaning supplies, baby care, and pet products from various manufacturers including Unilever, Diageo, Santher, and Salon Line. Retailers can browse, order, and manage wholesale purchases through the platform which supports order tracking, invoice financing (boleto a prazo), and promotional offers. The offering is built on the VTEX e-commerce platform and serves businesses with checkout volume-based segmentation (1-4 and 5-9 checkouts).

Differentiator

Problem solved

Functional benefit

Products and services

• Dec Minas B2B E-commerce Platform
• Wholesale Product Catalog (Multi-Category)

Named customers5 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Salon Line (Indústria)minorOthersSalon Line is a hair care brand whose products are distributed through the Dec Minas B2B platform. Products include hair creams, gels, and body splashes.
• UnilevercoreOthersUnilever is a major consumer goods company whose products (Omo laundry products) are distributed through Dec Minas. Featured prominently with dedicated product sections and multiple product listings.
• Procter & GamblecoreOthersProcter & Gamble is a multinational consumer goods corporation whose products are distributed through the Dec Minas platform, including laundry and cleaning products.
• ColgateminorOthersColgate-Palmolive brand featured as a supplier on the Dec Minas platform, offering oral care and personal hygiene products.
• Mondelez InternationalminorOthersMondelez International (maker of Oreo, Cadbury, etc.) is a supplier brand featured on the Dec Minas platform for confectionery and snack products.
• KenvueminorOthersKenvue (formerly Johnson & Johnson Consumer Health) is listed as a supplier brand on the Dec Minas platform, offering personal care and health products.
• SantherminorOthersSanther is a Brazilian personal care company whose products (Santher absorbent products, baby diapers) are featured on the Dec Minas platform with promotional highlights.
• Diageo BrasilminorOthersDiageo Brasil is a beverages company whose products (Smirnoff Ice) are distributed through the Dec Minas platform.
• HillominorOthersHillo is an oral care brand (dental floss) featured on the Dec Minas platform.
• VTEXcoreTechnology or IntegrationVTEX is the e-commerce platform provider powering the Dec Minas B2B online store. The platform uses VTEX technology for product listings, shopping cart, and e-commerce functionality.
• Supernosso (Recruitment)minorOthersSupernosso is the recruitment platform used by Dec Minas for hiring new employees, as referenced in their 'Trabalhe conosco' (Work with us) link.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Regional players

• Fort Atacadista: Cash-and-carry wholesale chain primarily serving the South of Brazil with multi-category FMCG to SMB retailers. Comparable business model and assortment, but geographically focused on different regions than Dec Minas.
• Aliança Navegantes: Brazilian wholesale distributor of food and consumer goods serving SMB retailers in select regional markets. Comparable multi-category FMCG distribution to small retailers, though more geographically limited than Dec Minas.
• Grupo Bahamas: Minas Gerais-based beverage and consumer-goods distributor serving on-premise and retail accounts in the same state where Dec Minas is headquartered. Direct regional overlap in territory and a comparable SMB retail customer base, especially in the bar/beverage segment.
• Fischer S/A: Food wholesale and distribution group headquartered in Santa Catarina, supplying SMB retailers across southern Brazil. Comparable FMCG wholesale model and SMB retail customer focus, but with a different geographic footprint than Dec Minas.

Broad incumbents

• Assaí Atacadista: Major Brazilian wholesale club (GPA group) serving SMB retailers and end consumers with broad FMCG assortment. Comparable assortment and SMB-customer overlap, but operates physical cash-and-carry stores at national scale rather than a pure-play B2B e-commerce model.
• Makro Brasil: Cash-and-carry wholesale operator in Brazil serving small businesses and food service with multi-category FMCG. Comparable product mix and SMB customer profile, though delivered primarily through physical stores rather than self-serve B2B e-commerce.
• Atacadão (Carrefour Brasil): Brazil's largest wholesale-format retailer (Carrefour group), selling multi-category FMCG to small businesses and consumers. Comparable assortment and SMB-customer overlap, but operates at national scale through physical box stores.

Direct peers

• Martins: Brazil's largest general-line wholesale distributor, supplying food, beverages, hygiene and household goods to SMB retailers across multiple states via its own B2B platform. Directly comparable to Dec Minas in product breadth, supplier brand portfolio, and SMB retail customer base, but operates at substantially greater geographic scale.
• GIGA Atacado: Brazilian cash-and-carry wholesale chain focused on SMB retailers with multi-category FMCG. Comparable in customer segment and assortment, though smaller and more geographically concentrated than Dec Minas in some regions.
• Tenda Atacado: Brazilian cash-and-carry wholesale chain targeting small retailers and food service operators with multi-category FMCG. Comparable to Dec Minas in target customer (SMB retail/foodservice) and assortment breadth (food, beverages, hygiene, cleaning).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/decminasoficial
• LinkedInlinkedin.com/company/decminasoficial
• Instagraminstagram.com/decminasoficial?igshid=YmMyMTA2M2Y=

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 GRUPO DEC MINAS