Supermercado Guanabara

What Supermercado Guanabara does

Supermercado Guanabara S.A. is a privately held Brazilian regional supermarket operator headquartered in Pelotas, Rio Grande do Sul, with approximately 1,464 employees. The company runs a traditional brick-and-mortar retail business alongside an e-commerce platform (smguanabaraonline.com.br) that supports online ordering and home delivery. Its assortment spans 15 product categories — meats and poultry, produce, dairy and deli, hygiene and beauty, cleaning, pantry staples, specialty items, alcoholic and non-alcoholic beverages, bakery and confectionery, fish and seafood, household goods, clothing/footwear/accessories, infant products, and pet supplies — positioning it as a broad-line grocer rather than a specialty retailer.

The underlying technology stack is a partner-integrated, non-proprietary build: the online storefront is powered by the Osuper e-commerce platform (with images hosted on AWS S3 in the sa-east-1 region), checkout is protected by ClearSale fraud detection, the private-label Cartão Guanabara store credit card is issued through Senff, and the mobile app is distributed via Google Play. Customer engagement is reinforced by the Cartão Guanabara store card, the Clube + Amigo loyalty/offers club, email newsletters, social media, and WhatsApp-based sales and support channels.

The business model is straightforward retail: revenue is generated primarily through one-time product sales (across physical stores and the online channel) paid via cash, Mastercard, Visa, Elo, American Express, or Diners, plus the Cartão Guanabara private-label card. Pricing is standard retail, with promotional discounts gated by the Clube + Amigo club and internet-only pricing noted as exclusive to the day of purchase. The target customer is the individual household consumer in the Pelotas metropolitan area, and the customer base is broadly distributed (no enterprise or B2B segment disclosed).

Name

Supermercado Guanabara

Legal name

Supermercado Guanabara S.A.

Website

https://smguanabara.com.br

Company type

Private

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Supermercado Guanabara is a privately held Brazilian regional supermarket chain headquartered in Pelotas, Rio Grande do Sul, operating physical stores and an e-commerce platform across 15 product categories for household consumers in the Pelotas metropolitan area.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Grocery and Convenience Retailers (4451)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Full-Line Supermarkets (National/Regional Chains) (CRAHAAAA)

Keywords

• Grocery retail
• Supermarket operations
• Online grocery
• Food distribution
• Household goods

Headquarters

HQ city

Pelotas

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Traditional grocery retail model selling food and household products through physical stores and online platform. Revenue generated from the sale of merchandise across 15 product categories including meats, produce, dairy, beverages, bakery, cleaning supplies, personal care, and general merchandise.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Supermercado Guanabara S.A. operates a regional supermarket chain headquartered in Pelotas, Rio Grande do Sul, Brazil, selling groceries and household goods through physical retail stores and an e-commerce platform with home delivery. The product assortment spans 15 categories including fresh meats and poultry, produce (hortifruti), dairy and deli, alcoholic and non-alcoholic beverages, bakery and confectionery, fish and seafood, hygiene and beauty, cleaning supplies, bazaar and utilities, clothing/footwear/accessories, children's products, pet supplies, and specialty items. Supplementary offerings include a loyalty program (Clube + Amigo) and a private-label store credit card (Cartão Guanabara).

Product overview

Supermercado Guanabara operates as a traditional supermarket chain with an e-commerce platform (Supermercado Guanabara Online) powered by Osuper. The product portfolio centers on online grocery retail across 15+ product categories including meats, produce, dairy, cleaning supplies, beverages, bakery, fish/seafood, household items, clothing, children products, and pet supplies. The offering includes the core e-commerce platform with supplementary loyalty programs (Clube + Amigo) and a proprietary store credit card (Cartão Guanabara) for customer retention and exclusive benefits.

Differentiator

Problem solved

Functional benefit

Products and services

• Supermercado Guanabara Online Online grocery shopping platform serving individual consumers and households in the Pelotas, RS region of Brazil, enabling browsing and purchase of fresh produce, meats, dairy, beverages, bakery, household goods, personal care, clothing, children's items, and pet supplies with home delivery. Powered by the Osuper e-commerce platform with ClearSale fraud protection.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

One partnership is on record.

• OsupercoreTechnology or IntegrationOsuper provides the e-commerce platform technology powering Supermercado Guanabara's online store (smguanabaraonline.com.br). The platform handles product catalog, shopping cart, checkout, and website functionality. S3 storage for images hosted on AWS.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Imec Supermercados: Imec is a Carazinho-headquartered supermarket chain operating across Rio Grande do Sul with a loyalty program and online ordering. Closely comparable to Supermercado Guanabara on regional footprint, multi-category assortment, and mid-market positioning.
• St. Marche: St. Marche is a São Paulo-based premium supermarket chain with e-commerce, delivery, and a strong loyalty program. Comparable on omnichannel execution and premium positioning, though geographically distinct from Guanabara.
• Zaffari: Zaffari is a regional supermarket chain headquartered in Porto Alegre, Rio Grande do Sul, operating a hybrid of high-end physical stores and a growing online grocery platform. Overlaps directly with Supermercado Guanabara on geography (RS), target customer (regional family shoppers), and omnichannel model.
• Condor Super Center: Condor is a Paraná-based supermarket chain with a strong regional footprint, loyalty program, and growing online channel. Highly comparable to Guanabara on scale, regional density, and operational model in southern Brazil.

Regional players

• Cocal Supermercados: Cocal is a regional supermarket chain based in Santa Catarina with e-commerce and multiple store formats. Comparable to Guanabara on regional grocery retailing, assortment breadth, and loyalty programs, but in a different state.
• Mateus Supermercados: Mateus is a mid-sized regional supermarket chain in the Northeast of Brazil with strong private label and loyalty programs. Comparable in scale, regional density, and format; not a direct competitor geographically but a close operational comparable.
• Angeloni: Angeloni is a multi-format supermarket and home goods chain based in Santa Catarina, with strong brand loyalty and an e-commerce platform. Comparable business model and regional scale, but operates in a different state than Guanabara.

Broad incumbents

• GPA (Pão de Açúcar): GPA operates the Pão de Açúcar, Extra, and Mercado Extra banners across Brazil with national e-commerce and delivery. Comparable in product breadth and omnichannel focus, but a much larger national incumbent with premium and mass-market positions.
• Assaí Atacadista: Assaí is a Brazilian cash-and-carry wholesale operator with growing retail presence and online grocery. While primarily a B2B/wholesale format, it competes with regional supermarkets on price-sensitive grocery baskets in southern Brazil.
• Carrefour Brasil: Carrefour Brasil is the national market leader in hypermarkets and supermarkets, with a strong e-commerce and at-home delivery offering. Competes with Guanabara on assortment and omnichannel, but operates at materially larger scale and broader geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/supermercado-guanabara

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 Supermercado Guanabara