Eletromar Moveis e Eletrodomesticos Ltda.

Name

Eletromar Moveis e Eletrodomesticos Ltda.

Legal name

Eletromar Móveis e Eletrodomésticos LTDA

Website

https://martinello.com.br

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Home Furniture & Appliance Retail

NAICS

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

SIC

Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Misc General Merchandise Stores (5399), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Traditional Variety Stores (General Variety & Five-and-Dime) (CRAEAGAA)

Keywords

• Home furniture retail
• Home appliances retail
• Consumer electronics store
• Omnichannel retail brazil
• Household goods ecommerce

Headquarters

HQ city

Lucas do Rio Verde, Mt

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Sales of Furniture and Appliances: Martinello generates revenue through direct retail sales of furniture (móveis) and appliances (eletrodomésticos) to individual Brazilian consumers. The business model is primarily one-time transactional sales with installment payment options (parcelamento) via major credit cards (Visa, Mastercard, American Express, Diners, Hipercard, ELO) and boleto bancário. Products are sold at publicly listed prices with regular promotional discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Martinello retails furniture, home appliances, electronics, baby/children's products, automotive goods, camping/leisure equipment, and household utilities to individual Brazilian consumers through its e-commerce site (martinello.com.br), physical retail stores in Lucas do Rio Verde, MT, and a WhatsApp sales channel. Products are sold at publicly listed prices in BRL with credit card installment options and boleto bancário payment, with promotional discounts of 5–35%. The catalog spans 14 categories including Móveis, Eletrodomésticos, Eletroportáteis, Ar e Ventilação, Áudio e Vídeo, Automotivo, Colchões e Box, Cuidados Pessoais, Informática, Linha Infantil, Telefonia, Utilidades Domésticas, Camping e Lazer, and Ferramentas.

Product overview

Eletromar Moveis e Eletrodomesticos Ltda. (operates as Martinello) is a Brazilian retail company offering a comprehensive range of furniture and home appliances through its e-commerce platform and physical stores. The product portfolio spans multiple categories including Móveis (furniture for kitchen, bedroom, living room, office, and leisure areas), Eletrodomésticos (major home appliances such as refrigerators, washing machines, air conditioners, stoves, microwaves, and freezers), Eletroportáteis (small portable appliances including blenders, coffee makers, air fryers, and vacuum cleaners), Eletroportáteis, Ar e Ventilação (air conditioning and ventilation products), Telefonia (smartphones and mobile devices), Informática (computers, notebooks, tablets, printers), Áudio e Vídeo (TVs, audio systems), Linha Infantil (baby and children's products including strollers, car seats, cribs), Cuidadados Pessoais (personal care items), Automotivo (car batteries, tires), Colchões e Box (mattresses and bed bases), Utilidades Domésticas (household items and kitchenware), Camping e Lazer (camping equipment and bicycles), and Ferramentas (power tools). The company serves consumers in the Lucas do Rio Verde region of Mato Grosso, Brazil, operating both physical retail stores and an e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Móveis (Furniture) Furniture category covering kitchen, bedroom, living room, office, and leisure area furniture such as wardrobes, sofas, beds, tables, chairs, and cabinets, sold to individual Brazilian consumers for home use.
• Eletrodomésticos (Major Home Appliances) Major home appliances including refrigerators, washing machines, air conditioners, stoves, microwaves, freezers, hoods, and beer coolers, sold to individual Brazilian consumers.
• Eletroportáteis (Small Portable Appliances) Small portable appliances including blenders, coffee makers, electric kettles, air fryers, vacuum cleaners, food processors, sandwich makers, and pressure washers for household use.
• Ar e Ventilação (Air & Ventilation) Air conditioning and ventilation products including split air conditioners, ventilators, and humidifiers for home use.
• Telefonia (Mobile Phones) Mobile phones, smartphones, and cellular devices including Samsung, OPPO, and Motorola brands, sold to individual consumers.
• Informática (Computing) Computing products including notebooks, tablets, printers, routers, and computers for personal and home office use.
• Áudio e Vídeo (Audio and Video) Audio and video products including TVs, sound systems, monitors, antennas, and TV brackets for home entertainment.
• Linha Infantil (Children's and Baby Products) Children's and baby products including strollers, car seats, cribs, bathtubs, walkers, toys, and children's furniture for families and parents.
• Cuidados Pessoais (Personal Care) Personal care products including hair dryers, flat irons, electric shavers, scales, and watches for personal use.
• Automotivo (Automotive) Automotive products including batteries, tires, car accessories, and motorcycles for personal vehicle owners.
• Colchões e Box (Mattresses and Bed Bases) Mattresses and box spring sets including brands like Ortobom, Probel, and Kappesberg, sold to individual consumers for home use.
• Utilidades Domésticas (Household Utilities) Household utilities including kitchen accessories, cookware, glasses, thermal bottles, and tableware for everyday home use.
• Camping e Lazer (Camping and Leisure) Camping and leisure products including tents, coolers, grills, inflatable mattresses, bicycles, and travel luggage for outdoor and recreational use.
• Ferramentas (Tools) Power tools and equipment including lawn mowers, drills, grinders, ladders, and electric saws for home improvement and DIY use.

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 indicators1 record

Expansion highlights4 records

Direct peers

• Lojas Americanas: Brazilian variety retailer with broad multi-category assortment including furniture, appliances, and consumer goods sold through physical stores and a national marketplace. Comparable to Martinello's general-merchandise breadth and B2C target segment.
• Magazine Luiza (Magalu): One of Brazil's largest omnichannel multi-category retailers selling furniture, appliances, and electronics through physical stores and a national e-commerce platform. Closest direct competitor to Martinello, operating at vastly greater scale with similar assortment breadth and installment-financing model.
• Via (Casas Bahia + Ponto Frio): Brazilian multi-banner omnichannel retailer (Casas Bahia, Ponto Frio) carrying furniture, appliances, and electronics with strong installment-financing offerings. Directly comparable to Martinello in product mix and target customer (Brazilian consumers buying home goods on credit).
• Colombo: Brazilian furniture-focused retail chain with both physical stores and e-commerce, plus an expanding assortment into appliances and home goods. Closely comparable to Martinello on the furniture core category and on being a regional/mid-sized player expanding nationally.
• Ponto Frio: Brazilian retailer (now part of Via) historically focused on appliances, electronics, and home goods with strong catalog and e-commerce heritage. Directly comparable to Martinello on appliance/electronics mix and installment-financing culture.
• Fast Shop: Brazilian retailer specializing in electronics, home appliances, and mobile devices through physical stores and e-commerce. Directly comparable to Martinello on the appliance and electronics categories, with similar omnichannel structure and installment-driven purchase model.

Broad incumbents

• Leroy Merlin Brasil: French home-improvement giant operating a large Brazilian big-box chain carrying furniture, tools, appliances, and home goods. Broader incumbent with partial category overlap to Martinello (tools, household utilities, some furniture) but with very different store-format and DIY focus.
• Mercado Livre: Dominant Latin American marketplace with significant share of Brazilian e-commerce across furniture, appliances, and consumer goods. Indirect competitor to Martinello for online traffic and consumer wallet, especially in interior markets like Mato Grosso.
• Amazon Brasil: Global e-commerce giant operating in Brazil with marketplace and direct retail across furniture, appliances, electronics, and more. Major competitive threat to Martinello's nationwide e-commerce reach even though not a regional peer.

Others

• Renner: Largest Brazilian apparel-focused department store chain with growing home category. Thematically adjacent as another Brazilian regional-originated multi-category retailer, but only weak overlap with Martinello's home-furnishing core.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/c/Eletrom%C3%B3veisMartinello
• Facebookfacebook.com/eletromoveismartinello
• Instagraminstagram.com/eletromoveis.martinello
• LinkedInlinkedin.com/company/eletromar-moveis-e-eletrodomesticos-ltda-

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 Eletromar Moveis e Eletrodomesticos Ltda.