ELETROLAR

What ELETROLAR does

ELETROLAR, operating under legal entity NEGRO E ANDREADIS LTDA, is a Brazilian omnichannel retailer founded in 1980 and headquartered in Laguna, Santa Catarina. The company sells furniture, home appliances, consumer electronics, household utilities, hobby and leisure goods, and baby furniture through two physical retail stores (in Laguna and Garopaba) and a national e-commerce platform at eletrolar.com.br. The catalog features recognized consumer brands including Brastemp, Electrolux, Philco, Britânia, and Tramontina across large and small appliances, full-room furniture assortments, and adjacent household categories. The company employs approximately 204 people and operates as a privately-held, family/LP-style entity with no disclosed institutional investors, funding rounds, or M&A activity.

The business model is direct-to-consumer retail monetized through one-time transactional purchases. Pricing is structured around consumer-friendly payment terms — up to 12 interest-free installments, an additional 5% discount for cash payment via PIX or boleto, and promotional markdowns reaching 40% during Black Friday and weekly offer campaigns. Free shipping is offered in select cities (Laguna and Garopaba), and a furniture assembly service (Montagem de Móveis) is available in selected Santa Catarina municipalities, providing a last-mile service attach. A complementary gift registry (Lista de Casamento) supports event-driven sales. Marketing is executed through organic social channels (Facebook, Instagram, Twitter), a content blog, email newsletters, and seasonal paid campaigns.

The technology stack is a standard retail e-commerce platform with no disclosed proprietary systems, APIs, machine-learning capabilities, or data-flywheel mechanics. No senior AI/ML hires, research output, or differentiated technical assets are evidenced. Operationally, ELETROLAR competes as a regionally anchored retailer against substantially larger national omnichannel players, with no identified leadership team, investors, or strategic partnerships in the available data.

Name

ELETROLAR

Legal name

NEGRO E ANDREADIS LTDA

Website

https://eletrolar.com.br

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

ELETROLAR is a Brazilian omnichannel retailer founded in 1980 and headquartered in Laguna, Santa Catarina, selling furniture, appliances, electronics, and home goods to individual consumers through two physical stores and a national e-commerce platform.

Ownership category

akta.pro rank

Product category

Home Furnishings and Appliances Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Electronics and Appliance Retailers (4492)

akta.pro primary industry

Consumer Electronics & Appliances Omnichannel (CRAFAEAC)

akta.pro secondary industry

Home & Furniture Omnichannel (CRAFAEAD)

Keywords

• Home appliance retail
• Furniture retail
• Consumer electronics retail
• E-commerce home goods
• Omnichannel retail

Headquarters

HQ city

Santa Catarina

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales - E-commerce and Physical Stores: Revenue is generated through direct sales of furniture and appliances to consumers via the company's e-commerce website and physical retail locations in Santa Catarina, Brazil. Sales are primarily one-time transactional purchases with installment payment options (up to 12x without interest).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Eletrolar is an omnichannel Brazilian retailer that sells furniture, large and small home appliances, consumer electronics, baby furnishings, home utilities, and hobby/leisure products through physical stores in Santa Catarina and a national e-commerce website. Its revenue is driven by direct retail sales of branded third-party products (Brastemp, Electrolux, Philco, Britânia, Cadence, Oster, Tramontina, among others) to individual consumers, supported by installment payments, promotional discounts, and localized delivery and assembly services.

Product overview

ELETROLAR is a Brazilian e-commerce retailer and physical store chain (NEGRO E ANDREADIS LTDA) based in Santa Catarina, operating primarily in the southern coastal region. The company offers a broad omnichannel portfolio centered on home goods, combining large home appliances (Eletrodomésticos), small appliances (Eletroportáteis), consumer electronics (Eletrônicos), and furniture across all room categories including bedroom, living room, dining room, kitchen, and office. Additional categories include home utilities (Utilidades Domésticas), hobby and leisure (Hobby e Lazer), baby furniture (Linha Bebê), and telephony. The platform also supports services such as wedding/event gift registries (Lista de Casamento) and paid furniture assembly (Montagem de Móveis) in select coastal cities. Products span major Brazilian brands such as Brastemp, Electrolux, Philco, Britânia, Cadence, Oster, Fischer, Tramontina, and furniture manufacturers including Politorno, Demóbile, Linea Brasil, Móveis Sul, Mirarack, and others. The business model emphasizes installment payment (up to 12x interest-free), PIX/cash discounts (up to 5%), and free shipping on qualifying orders. No public API or AI/ML capabilities are offered.

Differentiator

Problem solved

Functional benefit

Products and services

• Eletrodomésticos (Home Appliances) Large home appliances offered to Brazilian consumers, including air conditioners, washing machines, clothes dryers, refrigerators, freezers, microwave ovens, electric ovens, cooktops, stoves, range hoods, clothes centrifuges, and dishwashers from major brands such as Brastemp, Electrolux, and Philco.
• Eletroportáteis (Small Appliances) Small portable electrical appliances for home use, including air fryers, blenders and mixers, coffee makers, kettles, food processors, sandwich makers and grills, hair dryers, clothes steamers, toasters, fans, heaters, vacuums, bread makers, rice cookers, popcorn makers, and water dispensers/purifiers.
• Eletrônicos (Consumer Electronics) Consumer electronics for residential use, including televisions, stereo systems, speakers, TV accessories, cell phones, cameras, keyboards, and fixed-line telephony products.
• Móveis (Furniture) Furniture assortment across multiple rooms, including bedroom (beds, mattresses, wardrobes, nightstands, dressers, headboards), living room (sofas, TV panels, racks, armchairs, center tables), dining room (dining sets, tables, chairs, sideboards, display cabinets), office (desks, office chairs, filing cabinets, modular units), kitchen and laundry (modular kitchens, countertops, sinks, storage cabinets), and rustic furniture collections.
• Utilidades Domésticas (Home Utilities) Home utility items including cookware and pots, cutlery sets, kitchen accessories, thermal bottles, clotheslines, lighting, and replacement parts and accessories for appliances such as stove and pressure cooker parts.
• Hobby e Lazer (Hobby and Leisure) Leisure and hobby products including bicycles, pool equipment, beach items, lawn mowers, grass trimmers, high-pressure washers, manual and electric tools, ladders, musical instruments, BBQ grills and smokers, and home and garden items.
• Linha Bebê (Baby Line) Baby and nursery furniture including cribs, strollers, baby car seats and retention devices, chests of drawers, and wardrobes for infants.
• Telefonia e Internet (Telephony and Internet) Fixed-line telephony products including landline phones and internet-related accessories for home connectivity.
• Lista de Casamento (Gift Registry Service) Online wedding and event gift registry service allowing couples to create wish lists for their special events, with guests able to view and purchase gifts from the registry.
• Montagem de Móveis (Furniture Assembly Service) Furniture assembly service available in selected cities in the southern Santa Catarina coast (Laguna and Garopaba) for purchased furniture, with free shipping on qualifying orders.

Segments1 record

Ideal customer profiles1 record

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

Direct peers

• Mobly: Brazilian pure-play online furniture retailer with showrooms, selling furniture and home décor across room categories. Direct overlap with Eletrolar's Móveis business (bedroom, living, dining, office) and similar Brazilian consumer target.
• Madeira Madeira: Leading Brazilian online furniture and home décor marketplace with showrooms. Overlaps directly with Eletrolar's Móveis, Utilidades Domésticas, and home categories, targeting similar middle-class Brazilian consumers furnishing their homes; competing especially on the e-commerce/furniture specialist dimension.
• Fast Shop: Brazilian specialty omnichannel retailer of home appliances and consumer electronics with both physical stores and a national e-commerce site. Directly comparable product mix (large and small appliances, electronics) and similar premium-brand positioning targeting Brazilian household consumers.
• Magazine Luiza: Brazil's largest pure-play omnichannel retailer of furniture, appliances, and electronics, with hundreds of physical stores and a leading marketplace. Directly comparable to Eletrolar in product categories (Eletrodomésticos, Móveis, Eletrônicos) and target customer (Brazilian household consumers), but operates at vastly greater scale.
• Tok&Stok: Brazilian specialty furniture and home décor retailer operating physical stores plus e-commerce. Comparable in furniture assortment and target consumer (Brazilian households furnishing/refreshing their homes), though less focused on major appliances.
• Casas Bahia (Via): Major Brazilian omnichannel retailer under Via, focused on furniture, home appliances, and electronics for the mass-market consumer. Same core categories as Eletrolar, similar installment-driven GTM, and overlapping geographic reach — a direct head-to-head competitor.
• Ricardo Eletro: Brazilian omnichannel retailer of appliances and electronics with strong regional presence. Directly comparable product categories (eletrodomésticos, eletroportáteis, eletrônicos), installment-driven pricing, and Brazilian consumer target market.
• Ponto Frio (Via): Via-owned Brazilian omnichannel retailer of appliances, electronics, and home goods. Directly comparable assortment and installment-led value proposition; competes head-on with Eletrolar for the same consumer appliance and furniture budgets.

Broad incumbents

• Lojas Americanas: One of Brazil's largest general merchandise omnichannel retailers, with broad assortment including home appliances, electronics, and furniture under the Americanas and Ame Digital brands. Larger and broader than Eletrolar, but directly competes in the same household appliance and furniture categories.
• Leroy Merlin: Large Brazilian home improvement and home goods retailer (subsidiary of Adeo Group), selling furniture, appliances, kitchen/laundry, and home utilities. Comparable in select categories (kitchen, laundry, home utilities, rustic furniture) and overlapping Brazilian consumer base, though positioned around home improvement rather than pure appliance retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/eletrolarsc
• Facebookfacebook.com/eletrolar
• Instagraminstagram.com/eletrolar
• LinkedInlinkedin.com/company/eletrolar

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 ELETROLAR