What PLANAM-Forros e Divisórias Ltda does

PLANAM-Forros e Divisórias Ltda is a 100% Brazilian, privately held construction materials distributor founded in 1963 and headquartered at Av. Miguel Catarino, 100, Tatuapé, São Paulo. The company specializes in ceiling systems (forros), space partitions (divisórias), vinyl flooring (LVT), and dry construction materials including Drywall and Steel Frame (LSF), operating as both a multi-brand authorized distributor and the exclusive Brazilian importer of AMF (Knauf) mineral fiber ceiling tiles. Its portfolio spans 5,000+ SKUs sourced from major domestic and international manufacturers (Knauf, Isover, Ecophon, Eucatex, Brasilit, Gypsum, Gyproc, LP Brasil, Promat, Quartzolit, Ananda Metais, and others) and is supported by a 22,000 m² proprietary warehouse located near São Paulo's main highways and outside the vehicle rotation zone, enabling immediate-delivery fulfillment and logistics scale that smaller competitors cannot match.

The business serves four primary customer segments — corporate/commercial offices, healthcare and institutional facilities, residential end-consumers and builders, and industrial/specialized environments — through a sales-led go-to-market anchored by a dedicated showroom, named WhatsApp consultants, a PABX phone operation, and a virtual store. Differentiated inventory depth and exclusive AMF/Knauf distribution rights form the core technical offering, complemented by adjacent categories such as LED luminaires, paints, adhesives, and installation tools. Pricing is quote-based rather than publicly listed, and the Programa Fidelidade loyalty program provides the only formal retention mechanism.

Revenue is generated through hardware sales of ceilings, partitions, drywall, steel frame, vinyl flooring, lighting, and accessories, with no subscription, recurring, or service-based revenue streams disclosed. The company is independently operated with no disclosed external investors, parent entity, M&A activity, or leadership changes, and no public revenue figures are available. Geographic operations are concentrated in Southeast Brazil with no stated international footprint.

Name

PLANAM-Forros e Divisórias Ltda

Legal name

Planam Forros e Divisórias Ltda

Website

https://planam.com.br

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

11–50 employees

Short description

PLANAM-Forros e Divisórias Ltda is a 63-year-old, privately held São Paulo-based distributor and importer of construction materials — ceilings, partitions, drywall, steel frame, and vinyl flooring — serving corporate, healthcare, residential, and industrial customers across Southeast Brazil through a 22,000 m² warehouse and multi-brand portfolio including exclusive AMF (Knauf) mineral fiber ceilings.

Ownership category

akta.pro rank

Product category

Construction Materials Distribution

NAICS

Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720)

SIC

Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Ceiling Boards, Plasterboard Tiles & Suspension-Compatible Gypsum Products (IMADAEAM)

akta.pro secondary industries

Plywood & Panel Products Distribution (Plywood, OSB, MDF, Particleboard) (IMAMAIAC), Fasteners, Adhesives & Sealants Retail (Nails, Screws, Glues, Caulks) (CRAIAEAK)

Keywords

• Modular ceiling systems
• Office partition systems
• Drywall construction materials
• Steel frame construction
• Vinyl flooring distribution

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Ceilings, Partitions, and Construction Materials: Planam generates revenue through the sale of ceiling systems (mineral fiber, EPS/polystyrene, glass wool, PVC, gypsum), space dividers, drywall components, steel frame materials, vinyl flooring, LED luminaires, and associated accessories and tools. The company operates both a physical showroom/store and a virtual store (loja virtual), selling to contractors, builders, architects, and end-consumers.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

PLANAM-Forros e Divisórias Ltda is a Brazilian distributor and importer of construction materials, specializing in modular ceiling systems (mineral fiber, EPS, glass wool, PVC, gypsum), office partitions, drywall systems, steel frame (LSF) components, and vinyl flooring (LVT). The company operates a 22,000 m² warehouse and physical showroom in São Paulo, distributes products from leading brands including Knauf, Eucatex, Isover, Ecophon, Brasilit, Gypsum, LP, and Gyproc, and is the importer and Brazilian distributor of AMF (Knauf) mineral fiber ceiling tiles. It sells to contractors, builders, architects, healthcare and institutional facilities, and end-consumers through direct sales, WhatsApp consultation, an exclusive showroom, and a virtual e-commerce store.

Product overview

PLANAM-Forros e Divisórias Ltda is a 100% Brazilian company with 63 years of market experience, specializing in building materials for commercial and residential construction. The company operates as a distributor and importer, offering a comprehensive portfolio organized into five main categories: Forros (modular ceiling tiles including Knauf KCS/AMF, Termoplan EPS, Lã de Vidro from Isover/Ecophon, Gyprex Clean, PVC, and Colméia EPS with supporting PLX profile systems); Divisórias (office partitions including Eucatex Divilux, Novitá Pró, and PVC options with steel and aluminum framing profiles); Drywall (gypsum boards in Standard, Moisture-Resistant, and Fire-Resistant variants, steel framing profiles, accessories, tools, and pre-finished door kits); Steel Frame/LSF (fiber cement boards from Brasilit and Superboard, galvanized steel structural profiles, LP OSB structural panels, LP membrane weather barriers, and cementitious mezzanine panels); Piso Vinílico/LVT (Eucafloor vinyl flooring in Home, Life, and Decore lines for residential and commercial use); and complementary products including LED luminaires, paints (Massa Corrida, Gesso Drywall, Peg & Pinte, Selador), construction adhesives, and installation tools. The company maintains partnerships with major brands including Eucatex, Knauf, Isover, Gyproc, Brasilit, LP, Ecophon, and Gypsum.

Differentiator

Problem solved

Functional benefit

Products and services

• Knauf KCS / AMF Mineral Fiber Ceiling Tiles Modular mineral fiber ceiling tiles offering acoustic absorption and fire protection, including Ecomin Filigran, Star Complete, Mercure Complete, Feinstratos Microperfurados Complete, and Antaris variants; imported and distributed in Brazil by Planam. Targeted at commercial, institutional, and office environments requiring acoustic and fire-rated ceiling performance.
• Termoplan EPS Ceiling Tiles Expanded polystyrene ceiling tiles with textured acrylic resin coating providing thermal insulation, moisture resistance, and easy maintenance for residential and commercial ceiling applications.
• Glass Wool Ceiling Tiles (Isover / Ecophon) Glass wool ceiling tiles from Isover and Ecophon brands offering thermal and acoustic insulation for commercial and residential applications, including the Forrovid line with Boreal Plus panels and the Mineralis acoustic tile range.
• Gyprex Clean Vinyl-Faced Gypsum Ceiling Tiles Removable gypsum ceiling tiles with vinyl coating designed for easy cleaning, moisture resistance, and antibacterial protection, ideal for healthcare facilities, commercial kitchens, and supermarkets.
• PVC Ceiling Tiles and Strips PVC ceiling tiles and strips offering moisture resistance, fire safety, unlimited lifespan, and minimal maintenance, available in various lengths and widths for residential and commercial applications.
• Colméia EPS Honeycomb Ceiling Tiles Honeycomb-style expanded polystyrene ceiling tiles with thermal and acoustic insulation properties and decorative acrylic finish for residential and light commercial use.
• PLX Steel Profile Ceiling Suspension System Galvanized steel T-profile ceiling system with click-in installation enabling quick mounting and removal of modular ceiling panels, supporting Planam's range of modular forros.
• Gessoplus Removable Gypsum Ceiling Tiles Removable gypsum board ceiling tiles with vinyl coating in Linho and smooth white finishes, suitable for healthcare and commercial spaces requiring cleanable, moisture-resistant surfaces.
• Eucatex Divilux 35mm Office Partitions 35mm honeycomb-core office partitions with aluminum or steel framing, available in X, L, or T configurations with Eucaplac UV coating finishes, distributed as part of Planam's Eucatex partition portfolio.
• Novitá Pró 35mm Office Partitions Aluminum and tempered glass office partitions with dry-joint technology and 5 decorative patterns, suitable for meeting rooms and collaborative areas.
• PVC 35mm Office Partitions PVC office partitions with thermal-acoustic resistance, moisture resistance, and fire safety, suitable for healthcare, education, and commercial environments.
• Steel and Aluminum Partition Profiles (35mm) Zinc-coated steel and anodized aluminum profiles for 35mm partition systems, available in multiple colors with epoxy powder coating, supplying the framing infrastructure for Planam's partition lines.
• Drywall Gypsum Boards (Knauf / Gypsum / Promat) Gypsum board products including Standard (ST), Moisture Resistant (RU), Fire Resistant (RF), GYPSOM acoustic panels, PROMAPRO+ fire-rated boards compliant with ABNT NBR 14.715, TOP, and ST Wave curved panels for residential, commercial, healthcare, and institutional drywall systems.
• Drywall Steel Framing Profiles Steel framing profiles for drywall systems including Canaleta F530, Cantoneiras, Tabicas, Guias, and Montantes in various dimensions, supplying the structural framework for Planam's drywall installations.
• Drywall Installation Accessories and Tools Drywall installation accessories including light boxes, conduits, mineral wool, pet wool, joint compound, screws, tape, and hatches, along with Stanley-branded hand tools (measuring tapes, screwdrivers, utility knives, riveters, aviation scissors, drills, glass cutters) for drywall and ceiling installation.
• Kit Porta Pronta Pre-finished Door Kits Pre-finished door kits for drywall or masonry installation including sliding and swinging door options, supplied as part of Planam's complete drywall solutions package.
• Brasilit Fiber Cement Boards for Steel Frame Fiber cement boards from Brasilit in 6mm, 8mm, and 10mm thicknesses for Steel Frame interior and exterior wall applications, backed by a 5-year system warranty.
• Superboard / Nextera Cementitious Boards Autoclaved cement boards including Superboard ST, Siding Liso, and Siding Madeira variants from Gypsum, plus Nextera CRFS-technology cementitious boards (asbestos-free) for interior and exterior wall cladding, facades, sidings, and wet areas, supplied with joint treatment products and elastomeric paint.
• Ananda Metais Steel Frame Galvanized Profiles Galvanized steel profiles for Steel Frame construction including 90 Structural Guide and Stud with 40mm flanges, produced to ABNT 15.253 standards by Ananda Metais with full traceability and quality certification.
• LP OSB Home Plus Structural Panels Oriented strand board (LP OSB Home Plus) for structural Steel Frame and Wood Frame construction, with 20-year structural and anti-termite warranty; used for wall bracing, roofing, and drywall reinforcement.
• LP Membrana Weather Barrier Water and wind barrier membrane (LP Membrana) for external walls providing moisture protection and ventilation, supplied in 30.48m rolls at 105 g/m² as part of Planam's Steel Frame weatherization portfolio.
• Mezzanine Dry-Floor Cementitious Panels 40mm cementitious mezzanine panels for dry floor systems with 500 kg/m² load capacity and 5-year warranty, supplied as part of Planam's Steel Frame mezzanine flooring solutions.
• Eucafloor Home Vinyl Flooring (LVT) Residential vinyl flooring (Eucafloor Home) with 2.0mm thickness and 0.10mm wear layer; 100% PVC, waterproof, and hypoallergenic with wood-look patterns for residential installations.
• Eucafloor Life Vinyl Flooring (LVT) Premium residential and commercial vinyl flooring (Eucafloor Life) with 0.30mm wear layer, wood texture finish, and 10-year residential warranty.
• Eucafloor Decore Vinyl Flooring (LVT) Sophisticated vinyl flooring (Eucafloor Decore) with 3.0mm thickness and 0.55mm wear layer; includes concrete and wood patterns designed for modern residential and commercial interiors.
• LED Recessed and Surface-Mount Luminaires LED recessed and surface-mount ceiling luminaires available in 12W, 18W, 25W, and 40W variants for residential and commercial ceiling applications, sold as part of Planam's lighting portfolio.
• Eucatex Construction Paints and Primers Construction paints and primers including Eucatex Massa Corrida PVA-based wall putty, Gesso Drywall paint for direct gypsum application, Peg & Pinte economical acrylic paint, and Selador Acrílico acrylic primer for sealing new exterior and interior surfaces.
• Quartzolit Construction Adhesives and Mortars Construction adhesives and mortars from quartzolit (Saint-Gobain), including primer, vinyl adhesive for LVT flooring, preparation mortar, self-leveling compounds, and overlay primer for floor installation applications.
• Programa Fidelidade Loyalty Program Registered customer loyalty program (Programa Fidelidade) in which customers earn points on purchases redeemable for prizes, with additional points available through referrals, satisfaction surveys, and promotional campaigns; designed to drive repeat purchasing and customer retention across Planam's product lines.

Quantifiable outcome

• 30,000+ satisfied customers served
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core.

• AMF (Knauf Ceiling Solutions)coreTechnology or IntegrationPlanam is an importer and distributor in Brazil of the AMF (Knauf) mineral fiber ceiling tile line. The company maintains stock of select AMF products, distributing brands including Ecomin Filigran, Thermatex Star, Thermatex Mercure, Thermatex Feinstratos, and Thermatex Antaris to the Brazilian market.
• EucatexcoreTechnology or IntegrationPlanam distributes Eucatex products including Divilux 35mm partitions, Novitá Pró 35mm partitions, Eucaplac UV surface finishes, Eucafloor vinyl flooring (Home, Life, Decore lines), Eucatex Massa Corrida, Eucatex Gesso Drywall paint, Eucatex Selador Acrílico, and Eucaprimer/Eucafloor primer products.
• IsovercoreTechnology or IntegrationPlanam distributes Isover glass wool ceiling products, including the Forrovid line with Boreal Plus panels in various thicknesses, providing thermal and acoustic insulation solutions for commercial and residential applications.
• EcophoncoreTechnology or IntegrationPlanam distributes Ecophon Mineralis acoustic ceiling tiles, designed for superior sound absorption in a wide frequency range, suitable for commercial and institutional environments.
• KnaufcoreTechnology or IntegrationPlanam distributes Knauf drywall products including standard, moisture-resistant, and fire-resistant gypsum boards, profiles, accessories, and the Knauf KCS/AMF ceiling tile range.
• BrasilitcoreTechnology or IntegrationPlanam distributes Brasilit cementitious boards (Placas Cimentícias) in various thicknesses (6mm, 8mm, 10mm, 12mm), used in Steel Frame systems and internal/external wall cladding, along with treatment and finishing products.
• Gypsum (Gypsum Drywall, Superboard)coreTechnology or IntegrationPlanam distributes Gypsum Drywall products including Chapa Drywall Top, Placa Drywall ST Wave, Chapa GypSOM perforated boards, and the Superboard cement board line (ST, Siding Liso, Siding Madeira) with associated joint treatment and finishing products.
• LP Brasil (Louisiana-Pacific)coreTechnology or IntegrationPlanam distributes LP Brasil structural OSB panels (LP OSB Home Plus) and LP Membrana weather barrier, both essential components for Steel Frame (LSF) and Wood Frame construction systems.
• Gyproc (Saint-Gobain)coreTechnology or IntegrationPlanam distributes Gyproc Gyprex Clean ceiling tiles — removable vinyl-faced gypsum panels designed for environments requiring easy cleaning and moisture resistance, including healthcare facilities, commercial kitchens, and supermarkets.
• Promat (PROMAPRO+)coreTechnology or IntegrationPlanam distributes the PROMAPRO+ fire-resistant gypsum board from Promat, designed for fire protection systems in walls, ceilings, and internal cladding, meeting ABNT NBR 14.715 requirements and suitable for emergency exits, escape routes, and warehouse compartmentalization.
• Nextera (Placas Cimentícias)coreTechnology or IntegrationPlanam distributes Nextera cementitious boards (Placas Cimentícias) developed with CRFS technology (cement reinforced with synthetic fiber, asbestos-free), suitable for interior and exterior wall cladding, facades, sidings, and wet areas.
• Quartzolit (Saint-Gobain)coreTechnology or IntegrationPlanam distributes quartzolit brand products from Saint-Gobain, including primer, adhesive for vinyl flooring, preparation mortar, leveler, and overlay primer for floor installation applications.
• Ananda Metais (Steel Frame Profiles)coreTechnology or IntegrationPlanam distributes Ananda Metais steel frame profiles (Guia 90 and Montante 90 Estrutural ABA 40mm) produced in galvanized steel to ABNT 15.253 standards, with full traceability and quality certification.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Eucatex: Eucatex is a major Brazilian manufacturer of partitions, vinyl flooring, paints, and panels, and one of Planam's largest distribution partners. While it primarily supplies Planam rather than competes directly, its direct-to-contractor sales channels overlap with Planam's end-customer relationships in the São Paulo region.
• Leroy Merlin Brasil: Leroy Merlin is the largest home improvement retailer in Brazil, selling a broad assortment that overlaps with Planam's ceilings, partitions, drywall, flooring, and lighting categories. It competes with Planam primarily via nationwide scale and pricing rather than specialized contractor service.

Others

• LP Brasil (Louisiana-Pacific): LP Brasil manufactures OSB structural panels and weather barriers for the steel frame and wood frame construction markets, and is one of Planam's principal suppliers for LSF inputs. Its distribution strategy and pricing decisions directly shape Planam's Steel Frame category economics.
• Gypsum do Brasil (Gypsum Drywall, Superboard): Gypsum do Brasil is a Brazilian manufacturer of drywall, cementitious boards, and steel frame components distributed by Planam. As a key supplier, its product roadmap and direct-sales initiatives directly affect Planam's product availability and pricing.
• Saint-Gobain Brasil (Gyproc / Brasilit / Isover): Saint-Gobain Brasil operates multiple building products brands — Gyproc (gypsum boards and ceiling tiles), Brasilit (fiber cement boards), and Isover (glass wool insulation) — that are all distributed by Planam. Saint-Gobain is an important supplier and a strategic potential threat as a vertically integrated alternative to specialist distributors.
• Knauf do Brasil: Knauf do Brasil is the local affiliate of Knauf, manufacturing drywall, mineral fiber ceilings (AMF), and insulation products. As Planam's principal exclusive supplier, it is both a critical upstream partner and a potential competitive threat if Knauf were to bypass distribution and sell direct.

Direct peers

• Telhanorte: Telhanorte is a São Paulo-based building materials and home improvement retailer with significant overlap in ceilings, drywall, partitions, and finishing products. It is a direct regional competitor to Planam, particularly for B2C and prosumer buyers in greater São Paulo.
• Sodimac (Dicico): Sodimac, operating as Dicico in Brazil, is a large construction materials retailer selling ceilings, drywall, partitions, flooring, and tools. It is a direct competitor to Planam in the contractor and end-consumer segments, with broader geographic reach.
• C&C Casa e Construção: C&C is a Brazilian big-box retailer specializing in construction materials and finishing products, with a similar mix of ceilings, drywall, partitions, and flooring. It competes directly with Planam for contractor and end-consumer buyers, but at national scale and via cash-and-carry/wholesale-club formats.
• Construvita: Construvita is a Brazilian distributor/retailer of ceiling systems, drywall, partitions, and steel frame products — a near-direct peer to Planam in both product mix and target customer base of contractors and specifiers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/planam-forros-e-divis-rias-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 PLANAM-Forros e Divisórias Ltda