What Grupo MSA does

Grupo MSA is a privately-held, family-controlled Brazilian furniture manufacturing group headquartered in Francisco Beltrão, Paraná, founded in 1967 as Marmoritaria Estrela Ltda and rebranded to Grupo MSA in May 2022. The group operates a multi-brand platform that designs, manufactures, and distributes custom residential and corporate furniture across three primary consumer brands — Marel Design Mobili (high-end), Dimare Planejados (mid-premium), and Kless Móveis Planejados (accessible) — supported by three ancillary operations: Amóbi (e-commerce for ready-to-assemble furniture), Império do Marceneiro (B2B carpentry materials distribution), and BSV Transportes (proprietary logistics fleet). Its core manufacturing technology combines industrial automation with artisanal finishing, notably the Italian Laccato painting system imported in 2014 with 2,000+ exclusive color options, robotic precision painting, and CNC machining for wood panels, aluminum profiles, metalon, and glass — consolidated across 50,000 m² of manufacturing capacity in two industrial units.

The group generates revenue primarily through one-time custom furniture sales distributed via 380+ authorized dealers, 400+ points of sale across 11–20 Brazilian states, exclusive brand stores, a zero-fee Kless franchise model, and a dedicated corporate sales team serving hotels, hospitals, banks, and educational institutions. Pricing is project-based and not publicly disclosed. The company also operates an export division (MSA Exportação) active in the USA, Mercosur, and Central America for over 20 years. Current leadership includes CEO Edgar Behne and Diretor Presidente Elizeu Samuleski, with continuing involvement of the founding Behne and Scheuer families. The group holds FSC, GPTW, and LGPD certifications and was recognized at FIMMA Brasil 2025 for sustainable packaging innovation.

Name

Grupo MSA

Legal name

Marel Industria de Móveis S/A

Website

https://grupomsa.com.br

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

101–250 employees

Short description

Grupo MSA is a family-controlled Brazilian furniture manufacturer operating multi-brand custom furniture (Marel, Dimare, Kless) plus e-commerce, B2B materials distribution, and proprietary logistics, distributed through 380+ dealers and 400+ points of sale across Brazil and select international markets.

Ownership category

akta.pro rank

Product category

Custom Furniture Manufacturing

NAICS

Household and Institutional Furniture Manufacturing (33712), Office Furniture (including Fixtures) Manufacturing (33721), Furniture Merchant Wholesalers (42321)

SIC

Household Furniture (2510), Office Furniture (2520)

akta.pro primary industry

Furniture (Residential & Commercial) Wholesale Distribution (CRAOAFAA)

Keywords

• Custom furniture manufacturing
• Modular kitchen cabinets
• Residential furniture solutions
• Corporate furniture solutions
• Italian lacquer painting

Headquarters

HQ city

Francisco Beltrão

HQ country

Brazil

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Furniture Manufacturing and Sales: Grupo MSA generates revenue primarily through the manufacture and sale of custom (planejados) furniture under its brands Marel, Dimare, and Kless. Products include residential furniture (kitchens, bedrooms, closets, bathrooms, home theaters) and corporate furniture. Sales occur through exclusive brand stores, dealer networks, and corporate projects. One-time purchase model with value-added services including design, manufacturing, logistics, and installation.
2. E-commerce Retail (Amóbi): Amóbi sells ready-to-assemble furniture and home decor items directly to consumers through its e-commerce platform. Targets individuals seeking practical, stylish furniture solutions.
3. Logistics Services (BSV Transportes): BSV Transportes provides logistics and delivery services for the group's furniture brands and corporate clients, ensuring safety and timely delivery of custom furniture projects nationwide.
4. Carpentry Supplies Distribution (Império do Marceneiro): Império do Marceneiro operates as a distributor of carpentry materials including wood panels, hardware, edge banding, handles, and exclusive aluminum fronts, glass, and lacquer panels for carpentry professionals.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Grupo MSA manufactures and sells custom (planejados) residential and corporate furniture through its five operating brands (Marel Design Mobili, Dimare Planejados, Kless Móveis Planejados, Amóbi, and Império do Marceneiro), supported by its own logistics fleet (BSV Transportes). The group serves end consumers through retail stores, dealers, and e-commerce, and serves corporate clients such as hotels, hospitals, banks, and educational institutions through a dedicated corporate sales division and an international export division.

Product overview

Grupo MSA is a diversified furniture manufacturing group operating a platform-plus-brands model. The core offering comprises three main custom furniture brands—Marel Design Mobili (high-end), Dimare Planejados (mid-premium), and Kless Móveis Planejados (accessible)—serving residential and corporate segments. Supporting operations include Amóbi (e-commerce for loose furniture), Império do Marceneiro (carpentry materials distribution), and BSV Transportes (proprietary logistics). The group also operates dedicated Corporate and Export divisions. All brands share the group's 50,000 m² manufacturing infrastructure in Francisco Beltrão, enabling technology capabilities including Italian Laccato painting with 2,000+ color options, aluminum, metalon and glass processing.

Differentiator

Problem solved

Functional benefit

Brands

• Marel Design Mobili: High-end custom furniture brand with exclusive stores in Brazil and United States. Pioneer in bringing Italian Lacatto technology to Brazil, offering over 2,000 color options.
• Dimare Planejados
• Kless Móveis Planejados
• Amóbi
• Império do Marceneiro
• BSV Transportes

Products and services

• Marel Design Mobili High-end custom furniture brand offering personalized residential and corporate interiors with authentic Italian Laccato painting technology and over 2,000 color options. Has exclusive stores in 11 Brazilian states and operations in the United States, serving professionals and consumers seeking sophisticated design.
• Dimare Planejados Custom furniture brand founded in 2005, positioned to meet high production demands while maintaining innovation, creativity and sophistication. Offers over 45 exclusive stores in 11 states plus 60 points of sale nationwide with a 5-year warranty on all projects.
• Kless Móveis Planejados Versatile custom furniture brand created in 2013, focused on projects combining competitive prices, design and quality. Features over 49 exclusive stores and 240+ points of sale in 20 Brazilian states with no franchise fee for partners.
• Amóbi E-commerce platform of Grupo MSA offering an exclusive line of loose furniture and home decor items with elegant, high-quality designs and easy assembly for individual consumers.
• Império do Marceneiro Carpentry materials distributor offering a complete mix of products including adhesives, hardware, edge bands, aluminum profiles, glass, and metalon panels. Serves carpentry professionals and small cabinet-making industries in the Francisco Beltrão region.
• BSV Transportes In-house logistics and transportation fleet managing delivery of Grupo MSA's custom furniture products with agility, quality, and safety throughout Brazil.
• MSA Corporativo Corporate furniture solutions division serving hotels, resorts, hospitals, banks, educational institutions, and multi-property developments. Offers complete interior solutions from project development to manufacturing, logistics, and assembly with a dedicated corporate sales team.
• MSA Exportação International export operations serving customers in the United States (Florida), Mercosur countries (Uruguay, Paraguay, Chile, Bolivia), and Central America for over 20 years. Offers exclusive stores and commercial export agreements.

Quantifiable outcome

• 50,000 m² manufacturing capacity across two industrial units
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• BBB 25 (Big Brother Brasil)minorGTM or Marketing Partner · 1 January 2025Kless brand partnership with BBB 25 reality show, providing custom furniture design for show environments. This collaboration showcases Kless furniture design capabilities to a mass audience in Brazil.
• Marreco FutsalminorGTM or Marketing Partner · 1 January 2024Kless brand serves as master sponsor of Marreco Futsal sports team. The sponsorship provides marketing visibility and community engagement in the Francisco Beltrão region where the company is headquartered.
• Naturecycle (Plastiweber)coreStrategic or Co-development PartnerGrupo MSA joined the Naturecycle program, the only internationally recognized solution for flexible films produced with up to 100% recycled plastic. This partnership enables the use of PCR (post-consumer recycled) bubble wrap in furniture packaging, supporting circular economy principles and reducing environmental impact.
• Sistema SENAI and Sistema SESIminorStrategic or Co-development PartnerPartnership with SENAI and SESI systems for implementing ESG (environmental, social, and corporate governance) practices. The initiative helps resolve social problems, create innovative environments, sustainable projects, and promote egalitarian workplaces.
• Forest Stewardship Council (FSC)coreOthersFSC certification ensures all wood panels come from responsibly managed forests with appropriate environmental and socioeconomic practices, supporting Grupo MSA's sustainability commitments.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Móveis Kairós: Brazilian manufacturer of premium custom kitchens, bathrooms, and closets with national dealer network — overlapping directly with Grupo MSA's residential custom furniture offering.
• Bontempo: High-end Brazilian custom furniture manufacturer with showrooms across Brazil and abroad, serving premium residential and corporate projects — comparable to Marel Design Mobili's upper segment.
• Florense: Brazilian premium custom furniture manufacturer founded in 1945 with national dealer network and residential/corporate offerings — directly comparable to Marel Design Mobili's high-end segment.
• Todeschini: Long-established Brazilian custom furniture brand with national retail presence and integrated design-to-installation model — overlapping significantly with Dimare and Kless positioning.
• Dell Anno: Brazilian custom furniture franchise network owned by Fraport, operating through hundreds of authorized dealers — directly comparable to Grupo MSA's dealer-driven Kless and Dimare channels.
• Scavone Móveis: Brazilian custom furniture manufacturer offering kitchens, bedrooms, and home theaters through exclusive stores — comparable in product mix and channel structure to Dimare.
• Italínea: Brazilian custom furniture manufacturer with multi-brand portfolio (Italínea, Compacto, Favorita) and franchise-based distribution — directly comparable to Grupo MSA's Marel/Dimare/Kless model.

Others

• Araplac (formerly Marceneiro / carpentry supply chains): Brazilian distributor of wood panels, edge banding, and carpentry materials — comparable to Grupo MSA's Império do Marceneiro wholesale and B2B supply operation.

Broad incumbents

• Cozinhas Itatiaia: One of Brazil's largest kitchen furniture manufacturers serving both standard and custom segments through mass retail and dealer channels — a broader incumbent with overlapping product categories.

Regional players

• Moval Móveis: Southern Brazilian custom furniture manufacturer with strong regional presence in Paraná and Santa Catarina — a regional competitor operating in Grupo MSA's home geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/grupomsa.oficial
• LinkedInlinkedin.com/company/somosmsa

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries6 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 Grupo MSA