NCD

What NCD does

NCD (Núcleo Colaborativo de Arquitetura e Design) is a Brazilian non-profit association founded in 1999 in Florianópolis, Santa Catarina, that aggregates 236 high-standard architecture and decoration stores organized across seven regional divisions — Floripa, Litoral, Vale, Sul, Oeste and Norte in Santa Catarina, plus Mato Grosso do Sul (opened in 2024). It serves two customer sets simultaneously: its member stores, which act as the B2B/B2C distribution channel for premium décor products, and 7,000+ registered architecture and design professionals who constitute the demand side of that retail market. Member stores collectively generate more than R$ 1 billion in annual revenue and over 2,000 direct jobs.

NCD's "products" are a portfolio of member services rather than a single technology platform. The stack includes market research via the OPINA survey system, a proprietary data system providing market intelligence and performance analytics, the Pritz loyalty/engagement points system underpinning the NCD Lovers club, content channels (Blog, NCDCast podcast, NCD Trends weekly newsletter), a free learning platform (Escola NCD), executive education via the Escola de Líderes in partnership with Fundação Dom Cabral, and a layered event ecosystem (biannual NCD Summit with ~1,000 participants in 2025 and 4,500+ cumulative, annual Convenção, Concurso Técnico, Road Shows, plus national and international Experiences and Technical Missions). Technology components are operated under Brazil's LGPD data-protection framework.

The revenue model is non-profit and member-funded: recurring monthly membership fees from the 236 stores (positioned as the lowest fee/percentage in Brazil), one-time admission and joia (joining) fees of R$15,000–R$25,000 depending on regional plus a R$500 registration fee, and event-related revenue and sponsorships. The association is governed cooperatively — each store is a "co-owner" with voting rights and regional representation; the Board of Directors is elected biennially (most recently for the 2026/2027 term at the 12th Annual Convention in October 2025). Headquarters are in São José, Santa Catarina, with 17 administrative staff and operations coordinated through 7 regional directories.

Name

NCD

Legal name

Núcleo Colaborativo de Arquitetura e Design

Website

https://ncd.com.br

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

NCD (Núcleo Colaborativo de Arquitetura e Design) is a Brazilian non-profit association of 236 high-standard architecture and decoration stores serving 7,000+ registered design professionals across seven regional divisions in Santa Catarina and Mato Grosso do Sul, through events, training, market research, and a partner-brand loyalty ecosystem.

Ownership category

akta.pro rank

Headquarters

HQ city

São José, Santa Catarina

HQ country

Brazil

HQ region

Latin America

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Association Membership Fees: NCD is a non-profit association funded by monthly membership fees charged to associated stores. Each store pays a recurring fee that provides access to the NCD data system, marketing initiatives, events, training, and the NCD Lovers program. The association claims the lowest membership fee/percentage in the country.
2. Joining and Admission Fees: One-time admission fees including a R$500 registration fee and a regional joia (membership fee) that varies by regional: R$15,000 (some regionals), R$20,000 (some regionals), R$25,000 (some regionals). These fees are paid upon successful application and regional approval.
3. Event Revenue and Sponsorships: Revenue generated from major events such as the NCD Summit (biannual, ~1,000 participants), Convenção Anual, Técnico Contest, and Experiences (national and international travel programs). Events may include sponsored content and partner brand involvement.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels17 records

Core offering

NCD is a non-profit association that organizes and supports a network of 236 high-standard architecture and decoration retail stores across Santa Catarina and Mato Grosso do Sul, Brazil. It sells membership to stores, provides exclusive market research (OPINA surveys), proprietary data systems, the NCD Lovers loyalty program, and orchestrates an extensive calendar of industry events including the biannual NCD Summit, annual Convenção, Concurso Técnico, and national/international Experiences. It also operates the Escola NCD digital learning platform and the Escola de Líderes leadership program with Fundação Dom Cabral.

Product overview

NCD (Núcleo Colaborativo de Arquitetura e Design) is an association of 236 high-standard architecture and decoration stores operating in Santa Catarina and Mato Grosso do Sul, Brazil. Rather than a single unified technology product, NCD offers a portfolio of member services including: TRENDS (market news content), Blog and NCDCast (podcast) for content/digital engagement; Escola NCD (free learning platform), Escola de Líderes (executive education), and OPINA (annual market research surveys) for professional development; Experiências Nacionais/Internacionais (travel experiences), Missões Técnicas, NCD Summit, Convenção NCD, and Road Show for events/networking; Concurso Técnico (technical competition) for recognition; NCD Lovers (benefits club) and NCD Select for member advantages; plus NCD Solidário (social responsibility) and Sensações NCD (curated products). The organization facilitates connections between professionals, stores, and the market through collaborative actions.

Differentiator

Problem solved

Functional benefit

Products and services

• NCD Store Membership

Quantifiable outcome

• 236 associated stores generating over R$ 1 billion in annual combined revenue
• +5 more outcomes

Named customers8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Fundação Dom CabralcoreStrategic or Co-development PartnerNCD partners with Fundação Dom Cabral (one of the world's 7 largest business schools) to deliver the 'Escola de Líderes' — a leadership development course for lojistas and managers focused on developing leadership competencies, functional thinking, effective communication, and business alignment.
• SaccarocoreStrategic or Co-development PartnerSaccaro is a featured partner brand extensively featured in NCD's blog content. The brand (80+ years) celebrated its 80th anniversary in 2026 with the 'Antes. Durante. Depois.' project through NCD, featuring five Brazilian artists reinterpreting the Santa Bárbara armchair. Saccaro develops the APP Design Habitat with NCD professionals for store visits.
• TECNO (Grupo TECNO)coreGTM or Marketing PartnerTECNO (25 years) is a key brand partner of NCD, featured prominently on the website and blog. NCD partnered with TECNO to celebrate its 25th anniversary at Pinacoteca de São Paulo. TECNO represents LOFRA (Italian range cookers) and develops built-in kitchen solutions, all featured in NCD's content ecosystem.
• CosentinocoreGTM or Marketing PartnerCosentino (Spanish multinational, leader in sustainable surfaces: Dekton, Silestone, Sensa) is a featured partner brand of NCD, highlighted in blog content covering Brazilian architecture projects and featured at the NCD Salon del Mobile coverage.
• HydrocoreGTM or Marketing PartnerHydro (Norwegian multinational specializing in aluminum systems and fenestration) is a partner brand of NCD featured on the website and in blog content about Brazilian architecture projects including Maracanã retrofit, airports, Sesc 24 de Maio, and residential towers.
• FlorensecoreGTM or Marketing PartnerFlorense is a high-standard furniture manufacturer featured as a partner brand on the NCD website, with stores in both Santa Catarina and Mato Grosso do Sul regionals. The brand has been present for nearly 40 years in western Santa Catarina.
• Arquitetura do SonocoreGTM or Marketing PartnerArquitetura do Sono is the store of NCD President Joselene Mendes and is featured as a partner brand on the NCD website and in blog content. The store, with 28 years of history in Florianópolis, offers high-standard mattresses and bedroom furniture.
• LukscolorminorGTM or Marketing PartnerLukscolor is a partner brand of NCD featured in the website's brand partner section.
• NCD Lovers Partner BrandscoreGTM or Marketing PartnerA curated network of partner brands (Parceiros Lovers) offering exclusive benefits to NCD Lovers members across segments including health, gastronomy, photography, hospitality, fashion, technology, and more. Listed partners span both Santa Catarina regionals and Mato Grosso do Sul.
• Educational Institutions (SC and MS)minorStrategic or Co-development PartnerUniversities and educational institutions in Santa Catarina and Mato Grosso do Sul that participate in the annual Concurso Técnico NCD, where student projects are submitted and evaluated alongside professional entries.

Scale indicators12 records

Recent moves15 records

Expansion highlights7 records

Regional players

• High Point Market Authority: Operates High Point Market, the largest home furnishings trade show in the US. Comparable as an event-driven trade community organizer that aggregates retailers, designers, and manufacturers in the décor/furniture category — analogous to NCD Summit + Convenção model.
• ASID (American Society of Interior Designers): US interior design professional association with a comparable member-driven model connecting designers with showrooms/retailers, plus education, events, and advocacy — directly analogous to NCD's professional-facing programs.
• IIDA (International Interior Design Association): International commercial interior design association operating events, awards, and member programs across multiple countries — comparable to NCD in its mission to connect interior design professionals with the broader industry ecosystem.
• Maison & Objet: Paris-based home decor and design trade show organizer running semi-annual Maison&Objet events. Comparable as a premium décor trade community connecting retailers, designers, and brands at industry events — a European analog to NCD's event-led community model.
• NKBA (National Kitchen & Bath Association): US trade association for kitchen and bath industry professionals with a similar multi-stakeholder model (members, certification, events like KBIS, education, and industry data/research) — highly analogous to NCD's ecosystem approach in a different geography.
• Salone del Mobile (FederlegnoArredo): Milan's flagship furniture/decor trade fair and the FederlegnoArredo industry federation that runs it. Comparable as a major design trade event + industry body that aggregates high-end furniture/decor brands and professionals — similar event-driven ecosystem role as NCD.

Direct peers

• SindMóveis Bento Gonçalves: The furniture industry union for the Bento Gonçalves/RS cluster — one of Brazil's largest furniture production poles. Comparable as a regional furniture industry association aggregating manufacturers and retailers with events and member services.
• ABIMÓVEL: Associação Brasileira das Indústrias do Mobiliário — the broader Brazilian furniture industry association. Comparable as a national trade association representing furniture manufacturers/retailers with events, advocacy, and member services.
• ABIMAD: Associação Brasileira das Indústrias de Móveis de Alta Decoração — the Brazilian high-end furniture and décor industry association. Operates a similar association model aggregating premium decor brands/stores, runs trade events, and serves as the closest direct analog to NCD's high-standard décor focus in Brazil.

Broad incumbents

• AIA (American Institute of Architects): US professional association for licensed architects with a much broader scope (advocacy, education, conventions). Comparable as a large architecture professional association in the design ecosystem, though broader than NCD's high-end retail curation focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCbaODQuBNswZjOst454ow9w
• Facebookfacebook.com/nucleoncd
• LinkedInlinkedin.com/company/nucleoncd
• Instagraminstagram.com/ncdoficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles35 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 NCD