Morano
- Company typePrivate
- Founded2000
- HeadquartersEzeiza, Argentina
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
Morano firmographics
Firmographics- Name
- Morano
- Legal name
- Morano Máquinas y Herramientas
- Website
- https://moranomyh.com.ar
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Morano industry classification
Industry- Product category
- Industrial Tools Distribution
- NAICS
- Service Establishment Equipment and Supplies Merchant Wholesalers (42385), Construction and Mining (except Oil Well) Machinery and Equipment Merchant Wholesalers (423810)
- SIC
- Wholesale-Machinery, Equipment & Supplies (5080), Wholesale-Industrial Machinery & Equipment (5084)
- akta.pro primary industry
- Construction, Hardware & MRO Supply Clubs (Trades/Contractors) (CRAEAEAG)
Keywords
Where Morano is headquartered
LocationHeadquarters
- HQ city
- Ezeiza
- HQ country
- Argentina
- HQ region
- Latin America
Offices1 record
Markets served
Morano business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Hardware and Tools Sales: Morano generates revenue primarily through the sale of tools, machines, and equipment across 14 product categories including automotive, construction, hardware, battery-powered tools, explosion-powered tools, electric tools, manual tools, pneumatic tools, gardening, painting, industrial safety, heaters, camping, and plumbing. The company acts as an exclusive representative/distributor for multiple international brands in Argentina.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | B2B wholesale pricing for registered customers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Morano product offering
Product offeringCore offering
Morano Máquinas y Herramientas is a B2B wholesale distributor of professional tools and machines in Argentina, acting as the exclusive representative for multiple international brands across 14 product categories (automotive, construction, hardware, battery-powered tools, explosion-powered tools, electric tools, manual tools, pneumatic tools, gardening, painting, industrial safety, heaters, camping, and plumbing). The company operates a registration-gated e-commerce platform with over 3,959 SKUs, sells through dedicated sales staff via WhatsApp and phone channels, and provides authorized technical service for brands including Konan and Mighty Seven.
Product overview
Morano Máquinas y Herramientas is a wholesale distributor and exclusive representative of professional tools and machines in Argentina, operating for over 20 years. The company offers a comprehensive portfolio organized across multiple product categories including battery-powered tools, electric tools, pneumatic tools, hand tools, garden equipment, automotive tools, pressure washers, air compressors, hardware, industrial safety, construction tools, and painting equipment. Morano distributes numerous international and local brands including Konan (battery tools, compressors), Worksite (professional cordless tools), Annovi Reverberi (pressure washers), Yard Machines (lawn tractors), Schulz (industrial compressors), Tyrolit (abrasives), Vulcano (pneumatic equipment), Mighty Seven, Kapro (measuring tools), and Rust Oleum (coatings), among others totaling over 25 brands. The company operates an e-commerce platform for B2B ordering and provides technical service support for various brands.
Differentiator
Problem solved
Functional benefit
Products and services
- Konan Brand Distribution Distribution and authorized technical service for Konan brand products including air compressors, battery-powered tools, garden equipment, and mini compressors, targeted at professional contractors and industrial buyers in Argentina.
- Worksite Brand Distribution Distribution of Worksite brand battery-powered tools, soldering equipment, painting equipment, circular saws, impact drills, and heat welders including new 21V cordless tool line, for professional users in Argentina.
- Annovi Reverberi Brand Distribution Distribution of Annovi Reverberi pressure washers (hidrolavadoras) ranging from 110 bar to 2200 watts for residential and industrial cleaning applications, targeted at professional cleaning operations and industrial buyers.
- Black+Decker Brand Distribution Distribution of Black+Decker electric tools and outdoor equipment including vacuum cleaners and household power tools for retail and professional buyers in Argentina.
- Dewalt Vacuums Distribution Distribution of Dewalt professional-grade vacuum systems and cleaning equipment for construction and industrial buyers in Argentina.
- Bovenau Brand Distribution Distribution of Bovenau industrial equipment brand products exclusively in Argentina for professional and industrial buyers.
- Schulz Brand Distribution Distribution of Schulz air compressors ranging from 2HP to 20HP including 200L, 250L, and 350L models for single-phase and three-phase industrial and commercial use.
- Tyrolit Brand Distribution Distribution of Tyrolit abrasive tools including grinding wheels, cleaning stones, cutting discs, and flap discs in BASIC, PREMIUM, SECUR, STANDARD, and XPERT lines for industrial and professional applications.
- Vulcano Brand Distribution Distribution of Vulcano pneumatic and lubrication equipment including oil hoses, mobile oil kits, air filters, diaphragm pumps, hose reels, and grease equipment for automotive and industrial buyers.
- Mighty Seven (M7) Brand Distribution Distribution and authorized technical service for Mighty Seven (M7) professional hand tools and tool accessories, certified by official M7 certification, targeted at professional mechanics and tradespeople.
- Kapro Brand Distribution Distribution of Kapro measuring and layout tools including professional levels for construction, carpentry, and precision measurement applications.
- Yard Machines Brand Distribution Distribution of Yard Machines outdoor power equipment including lawn tractors with 17HP, 19HP, and 22HP models for residential and commercial lawn care.
- Rust Oleum Brand Distribution Distribution of Rust Oleum protective coatings and paint products for industrial, commercial, and DIY applications in Argentina.
- Battery-Powered Tools Category Distribution of battery-powered cordless tools across 92 SKUs including drills, saws, sanders, garden equipment, soldering irons, and paint systems for professional and consumer buyers in Argentina.
- Electric Tools Category Distribution of electric power tools across 281 SKUs including grinders, compressors, pressure washers, and saws for professional contractors and industrial buyers.
- Manual Tools Category Distribution of 554 hand tools for professional and industrial use including wrenches, pliers, screwdrivers, and other manual implements.
- Pneumatic Tools Category Distribution of 163 pneumatic tools and air-powered equipment including impact wrenches, nail guns, and air-powered machinery for automotive and industrial workshops.
- Gardening Equipment Category Distribution of 123 garden equipment items including lawn tractors, edge trimmers, chainsaws, and blowers for residential and commercial landscaping.
- Automotive Tools Category Distribution of 200 automotive tools and workshop equipment including jacks, lubrication systems, and diagnostic tools for automotive repair shops and service centers.
- Pressure Washers (Hidrolavadoras) Category Distribution of pressure washers for industrial, commercial, and residential cleaning applications across multiple pressure ratings and power specifications.
- Air Compressors (Compresores) Category Distribution of air compressors ranging from portable mini-compressors to industrial-scale units for workshop and industrial applications.
- Hardware (Ferretería) Category Distribution of 1,835 hardware products including abrasives, fasteners, levels, drill bits, and safety equipment for professional and industrial use.
- Industrial Safety Category Distribution of 307 industrial safety equipment and protective gear items for workplace safety and compliance applications.
- Construction Tools Category Distribution of 130 construction tools including shovels, picks, concrete mixers, and levels for building and infrastructure projects.
- Painting Equipment Category Distribution of 234 painting equipment and coating application tools for professional painting contractors and industrial finishing applications.
- Pedidos Full Wholesale Order System Wholesale/full orders system (Pedidos Full) enabling professional buyers in construction, automotive, and industrial sectors to place large-volume orders through the B2B e-commerce platform.
- Authorized Technical Service Authorized technical service and repair support for distributed brands including Konan and Mighty Seven (M7), providing certified warranty and maintenance services to professional buyers.
Quantifiable outcome
- More than 20 years of experience serving the Argentine tools and machinery market
Companies that use Morano
Customer profileSegments3 records
Ideal customer profiles3 records
Morano technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Morano partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- WorksitecoreMorano is the exclusive representative in Argentina for Worksite brand, offering battery-powered tools, soldering equipment, painting equipment, circular saws, impact drills, and heat welders. The partnership features new product launches including 21V battery-powered tools.
- KonancoreMorano is the exclusive representative in Argentina for Konan brand. Products include compressors, battery-powered tools, garden equipment, and mini compressors. Morano also provides authorized technical service for Konan products.
- Annovi ReverbericoreMorano is the exclusive representative in Argentina for Annovi Reverberi brand, specializing in pressure washers (hidrolavadoras) ranging from 110 bar to 2200 watts, both residential and industrial models.
- Black+DeckerminorMorano distributes Black+Decker products in Argentina, including vacuum cleaners and other power tools.
- Dewalt VacuumsminorMorano distributes Dewalt vacuum products in Argentina.
- SchulzminorMorano distributes Schulz brand air compressors in Argentina, including 200L, 250L, and 350L models for both single-phase and three-phase operations.
- BovenauminorMorano is the exclusive representative for Bovenau brand in Argentina.
- AdegsominorMorano distributes Adegso brand products in Argentina.
- Yard MachinesminorMorano distributes Yard Machines products in Argentina, including lawn tractors (17HP, 19HP, 22HP models).
- TyrolitminorMorano distributes Tyrolit abrasive products in Argentina, including cleaning stones, grinding wheels, and flap discs in BASIC, PREMIUM, SECUR, STANDARD, and XPERT lines.
- VulcanominorMorano distributes Vulcano products in Argentina, including oil hoses, mobile oil kits, air filters, diaphragm pumps, hose reels, and grease equipment for automotive and industrial applications.
- Sl NaveganteminorMorano distributes Sl Navegante products in Argentina, including shade cloth, garden twine, and rope products.
- Mighty Seven (M7)coreMorano is the exclusive representative for Mighty Seven (M7) brand in Argentina, certified by official M7 certification. Morano also provides authorized technical service for M7 products.
- KaprocoreMorano is the exclusive representative for Kapro brand tools in Argentina, certified by official Kapro certification. Kapro specializes in professional levels and measuring tools.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Morano competitors and assessment
Company assessmentBroad incumbents
- Truper: Truper is the largest LATAM-based tool and hardware manufacturer (Mexico-headquartered) with growing Argentine distribution. It competes with Morano's distributed brands across basic hand and power tool categories and represents an emerging competitive threat in the region.
- Hilti: Hilti is a global construction tool and services company with Argentine presence, specializing in professional construction tools. It competes for the same end-buyer spend as Morano's construction-focused SKUs and operates direct and exclusive-rep sales models.
- Fastenal: Fastenal is a major industrial supplies and fastener distributor with growing LATAM presence. Comparable to Morano in serving industrial trades through B2B distribution, with broader geographic and product scope.
- Stanley Black & Decker: Stanley Black & Decker is a major global tool conglomerate whose brands (including DeWalt and Black+Decker, which Morano distributes) compete broadly with Morano's distributed brands across categories. The parent has direct LATAM distribution that can compete with independent distributors.
- Bosch Argentina: Bosch is a global power tool manufacturer with direct Argentine sales operations. While Morano distributes competing brands like Konan and Worksite, Bosch competes at the consumer level and operates its own distribution channels, exerting pricing pressure on Morano's distributed SKUs.
- Grainger: Grainger is a leading industrial MRO distributor operating globally with Argentine presence. It is comparable to Morano as both serve industrial and trade buyers with broad MRO and tool catalogs, though Grainger operates at significantly larger scale and product breadth.
- Makita: Makita is a leading global power tool manufacturer with established LATAM distribution. The brand competes with Morano's distributed Konan, Worksite, and Yard Machines brands in the cordless and electric tool categories central to Morano's catalog.
Direct peers
- Würth Argentina: Würth is the global leader in B2B distribution of assembly, fastening, tools, and MRO supplies, with extensive Argentine operations. It is directly comparable to Morano as both serve professional construction, automotive, and industrial buyers via catalog-driven B2B distribution with technical support.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
Morano social profiles
Digital presenceMorano compliance and trust
Trust signalCompliance3 records
Morano financial estimates
Financial estimateRevenue estimate
Valuation estimate
Morano leadership team
Management profileNumber of profiles
Morano funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Morano M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Morano
What does Morano do?
Morano Máquinas y Herramientas is a B2B wholesale distributor of professional tools and machines in Argentina, acting as the exclusive representative for multiple international brands across 14 product categories (automotive, construction, hardware, battery-powered tools, explosion-powered tools, electric tools, manual tools, pneumatic tools, gardening, painting, industrial safety, heaters, camping, and plumbing). The company operates a registration-gated e-commerce platform with over 3,959 SKUs, sells through dedicated sales staff via WhatsApp and phone channels, and provides authorized technical service for brands including Konan and Mighty Seven.
Is Morano a public or private company?
Morano is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Morano founded?
Morano was founded in 2000. It employs 11 to 50 people.
Where is Morano based?
Morano is headquartered in Ezeiza, Argentina, in the Latin America region.
How does Morano make money?
One revenue line is on record: hardware and Tools Sales.
Who are Morano's main competitors?
Broad incumbents on record are Truper, Hilti, Fastenal, Stanley Black & Decker, Bosch Argentina, Grainger and Makita. Würth Argentina is listed as a direct peer.
Does Morano have an API?
No public API is recorded for Morano.
What industry is Morano in?
Morano's product category is Industrial Tools Distribution. Its primary akta.pro industry code is CRAEAEAG, Construction, Hardware & MRO Supply Clubs (Trades/Contractors). Its NAICS code is 42385 and its SIC code is 5080.