Liflex

Name

Liflex

Legal name

Liflex - A Casa da Borracha

Website

https://liflex.com.br

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Itapetininga

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Safety Equipment: Sale of personal protective equipment (PPE) including safety footwear, gloves, helmets, and other occupational safety products.
2. Product Sales - Industrial Rubber Products: Sale of rubber hoses, hydraulic hoses, connections, belts, and rubber products for industrial applications (MRO).
3. Product Sales - Tools and Hardware: Sale of tools, fasteners, and hardware products including wrenches, pliers, and pneumatic tools.
4. Services - Vulcanization and Hydraulic Assistance: Vulcanization of belts and hydraulic assistance services including hose measurement and terminal pressing.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Liflex is a Brazilian industrial supplies distributor and retailer (operating as "Liflex - A Casa da Borracha") that sells personal protective equipment (PPE), industrial rubber products, hydraulic hoses, connection fittings, tools, and general MRO supplies through its own e-commerce site and a physical store in Itapetininga, São Paulo. The company complements product sales with technical services including belt vulcanization and hydraulic hose measurement and terminal crimping. It carries multiple brands such as Bracol, Danny, Continental, Tramontina, Tupy, and Vonder, serving industrial buyers and individual consumers in the domestic Brazilian market.

Product overview

Liflex, known as 'A Casa da Borracha' (The House of Rubber), is a Brazilian industrial safety products distributor operating as a traditional e-commerce retail platform. The company offers a comprehensive portfolio organized into two main divisions: EPI (Equipamentos de Proteção Individual - Personal Protective Equipment) and EPC (Equipamentos de Proteção Coletiva - Collective Protective Equipment), complemented by MRO (Maintenance, Repairs, and Operations) products. The product range centers on safety footwear (notably featuring the Bracol brand with 60 products), protective gloves (featuring Danny brand with 20 products), hand tools (EDA brand with 11 products), hydraulic and industrial hoses, height safety equipment, connection fittings, and general industrial supplies. The company also provides complementary services including belt vulcanization and hydraulic assistance with hose measurement and terminal crimping. Featured brands include Bracol, Continental, Danny, Eda, Tramontina, Tupy, Steelflex, Rodocordas, Wrangler, Vonder, Kanaflex, Master Lonas, and Borcol.

Differentiator

Problem solved

Functional benefit

Products and services

• Vulcanization Services Belt vulcanization (vulcanização de correias) performed by a specialized and trained team, providing complete belt repair and assistance services for industrial customers.
• Hydraulic Assistance Services Complete hydraulic assistance including hose measurement and terminal crimping services for industrial applications, allowing customers to obtain custom-assembled hydraulic hoses.
• Safety Footwear Comprehensive range of occupational safety footwear including rubber boots, PU boots, PVC boots, leather boots, occupational shoes, safety sneakers, and work boots, with features such as PU dual-density soles, steel and composite toe caps, puncture-resistant insoles, and reflective elements meeting ABNT NBR ISO 20344, 20345, and 20347 standards.
• Protective Gloves Extensive range of protective gloves including disposable, latex, nitrile, textile-supported, knitted, thermal, high-voltage, leather, steel mesh, PVC, and PEAD varieties, including brands such as Danny, Maxiblack, Sensiflex Premium, Nitrasolv, Maxicut, Naturalflex, and Reciflex.
• Hydraulic Hoses Full range of hydraulic hoses including low, medium, high, and super pressure variants, plus thermoplastic and special application hoses, with products such as the SR1SN Insta-Grip 300 hydraulic hose.
• Rubber and PVC Hoses Complete hose portfolio including water-air lines (light suction, olive suction, orange suction), food-grade hoses, conduit hoses, leisure/pool and garden hoses, oil and fuel hoses, abrasive product hoses, chemical product hoses, welding hoses, vacuum-air hoses, and steam hoses.
• Height Safety Equipment Personal fall protection equipment for working-at-height applications, including parachute belts (cinturão paraquedista), ergonomic support belts (cintas ergonômicas), and lanyards (talabarte).
• Connection Fittings Tupy BSP connections for water, gas, steam, oil, and general hydraulic applications, including NPT high pressure, NPT medium pressure, BSP fittings, TupyGrooved systems, and bulkhead adapters for concrete water tanks.
• Tools and Equipment Hand tools and equipment including pliers, wrenches, pneumatic tools, heavy pneumatic tools, tool cases, measurement instruments, sockets, and welding machines from brands such as Tramontina and Vonder.
• Industrial Safety Products (MRO) Full MRO (Maintenance, Repairs, and Operations) portfolio including ropes for sports, load lifting, transport, safety, saddlery, and engine starting applications, plus canvas/tarps, chains, cleaning equipment, signaling products, and safety accessories.
• Bracol Safety Footwear Featured brand of occupational safety footwear including boots, shoes, occupational footwear, and safety sneakers, with materials such as vaqueta relax, PU single and dual-density soles, steel and composite toe caps, puncture-resistant insoles, and compliance with ABNT NBR ISO 20344, 20345, and 20347 standards.
• Danny Gloves Featured brand of protective gloves and eye protection including 20 products such as latex gloves (MAXIBLACK, MAX ORANGE), nitrile gloves (SENSIFLEX PREMIUM, NITRASOLV, NITRIFLEX), cut-resistant gloves (MAXICUT with nitrile foam), steel mesh gloves, and specialty options for thermal protection and high voltage work.
• EDA Tools Featured brand of electrical measuring tools and hand tools including digital clamp meters (Alicate Amperímetro Digital), half-round nose pliers, flat nose pliers, saw blade locking pliers, Allen keys, long Allen keys, socket wrench sets, impact key kits, and fixed wrenches in chrome vanadium sets.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Others

• Continental: Global rubber products manufacturer producing industrial hoses, belts, and related components, with Brazilian operations. Liflex distributes Continental products; Continental also sells directly to industrial customers, making it an ecosystem participant rather than a pure distributor peer.
• Tramontina: Brazilian manufacturer of tools, cutlery, and industrial products. Tramontina is a key supplier to Liflex but also operates direct retail channels, placing it as an adjacent participant in the tools category with overlapping end customers.

Broad incumbents

• Gedore: Brazilian tools manufacturer and distributor with direct overlap on hand tools, sockets, and industrial supplies. Competes for industrial buyer attention in Brazil across overlapping product categories.
• Grainger: Global industrial MRO supplier with deep catalogs in PPE, tools, hoses, and fittings serving industrial buyers. Much larger scale than Liflex but operates in directly overlapping product categories and similar use cases.
• Magazine Luiza: Major Brazilian e-commerce and omnichannel retailer with a hardware and industrial supplies vertical. Larger scale and consumer-leaning focus, but increasingly competes with specialty distributors on tools, PPE, and MRO products through transparent online pricing.
• Leroy Merlin Brasil: Brazilian home improvement and DIY retailer offering industrial-grade tools, safety equipment, and hardware. Overlaps with Liflex on tools, PPE, and certain MRO products targeting SMB and prosumer customers.
• Schulz: Brazilian manufacturer and retailer of pneumatic tools, compressors, and industrial equipment. Direct product overlap with Liflex's pneumatic tools and fittings categories, serving similar industrial customers in Brazil.
• Fastenal: Global industrial supply company operating vending, on-site, and branch distribution of fasteners, PPE, tools, and MRO products. Comparable in product range and industrial customer focus, though at vastly greater scale with integrated supply-chain technology.

Direct peers

• Würth Brasil: Brazilian arm of the global Würth Group, Würth Brasil is the closest comparable to Liflex: an industrial supplier selling fasteners, tools, PPE, MRO products, and technical services to industrial customers in Brazil through both physical and digital channels.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/liflexitape
• Instagraminstagram.com/liflexitape
• LinkedInlinkedin.com/company/liflex-a-casa-da-borracha

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 Liflex