Serrano Auto-Servico

What Serrano Auto-Servico does

Serrano Auto-Servico, operating as Serrano Supermercados e Atacado, is a privately held regional Brazilian grocery chain founded in 1984 and headquartered in Cotia, São Paulo state. The company runs 12 physical store units spanning seven municipalities (Cotia, São Paulo, Ibiúna, Piedade, Vargem Grande Paulista, Juquitiba, and São Lourenço da Serra), with a combined selling area of roughly 10,900 m² and 128 checkouts. Operations cover both retail (varejo) sales to end-consumer households and wholesale (atacado) sales to merchants, partners, and "transformadores," supported by a Televendas inside-sales team operating across five regional WhatsApp/phone desks. The company is 100% nationally owned with no disclosed institutional investors and reports over 700 direct collaborators.

The business model combines physical retail, dedicated wholesale units (notably in Ibiúna), and a layered digital stack: the Super App Serrano mobile application (iOS/Android) delivers cashback, Clube Serrano VIP exclusive pricing, weekly digital folhetos, and digital wallet (Serrano Pay); a co-branded Cartão Serrano credit card is issued via a TRIBANCO/Tricard partnership and extends up to 40 days of credit, installment plans, and recurring lottery promotions. Underlying store infrastructure includes water-based refrigeration systems in renovated and new units, eliminating polluting gases, with recycling partnerships (GTF Aparas for cardboard/plastics, Bio Service Ambiental for used cooking oil) and ESG programs including Troco Solidário (over R$350k donated to Lar do Caminho since May 2022) and APAE Cotia for workforce inclusion. Revenue mechanics are transaction-based across retail, wholesale, and credit, with no publicly disclosed pricing or financial results.

Customer acquisition relies on multi-channel marketing (Facebook, Instagram, TikTok, YouTube, WhatsApp, email, digital folhetos) and recurring in-store lottery/sweepstakes tied to the Cartão Serrano. The company's stated vision is to become the most complete, practical, and efficient food supplier for households and businesses in its region over the next ten years, with expansion signaled by the recent São Lourenço da Serra store opening.

Name

Serrano Auto-Servico

Legal name

Serrano Supermercados e Atacado

Website

https://superserrano.com.br

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Serrano Auto-Servico (Serrano Supermercados e Atacado) is a privately held Brazilian regional grocery chain operating 12 retail and wholesale stores across seven cities in São Paulo state, serving end-consumer households and merchant/wholesale buyers with a co-branded credit card, loyalty app, and Televendas inside-sales channel.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110)

SIC

Retail-Grocery Stores (5411)

akta.pro industry

PRIMARYCRAHAAAF

Value-Oriented Traditional Supermarkets (Non-Club)

Consumer Products & Retail/Grocery & Food Retail/Supermarkets & Traditional Grocery Stores

SECONDARYCRAHAMAM

Bulk Food Buying Clubs & Cooperative Bulk Programs

Consumer Products & Retail/Grocery & Food Retail/Wholesale-to-Consumer & Bulk Food Stores

SECONDARYCRANAJAA

Traditional Convenience Stores (Alcohol/Tobacco-led)

Consumer Products & Retail/Tobacco, Alcohol & Cannabis Retail/Alcohol & Tobacco Convenience Retail (C-Stores & Fuel Retail)

Keywords

• Grocery retail chains
• Supermarket wholesale operations
• Co-branded credit cards
• Store loyalty programs
• Regional supermarket retail

Headquarters

HQ city

Cotia

HQ country

Brazil

HQ region

Latin America

Offices12 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales (Varejo): Direct sales to end consumers through 12 physical store locations in São Paulo state. Products include food, non-durable and semi-durable goods.
2. Wholesale Sales (Atacado): Bulk sales to merchants, partners, and transformers through dedicated wholesale units (Cotia and Ibiúna). Televendas team provides personalized service for volume purchases.
3. Cartão Serrano Financial Services: Co-branded Tricard credit card generates revenue through credit extended to customers, payment processing, and merchant fees. Offers credit, up to 40 days payment terms, and installment options.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Serrano Supermercados e Atacado is a regional Brazilian supermarket chain operating both retail (varejo) and wholesale (atacado) food and household goods across 12 physical stores in São Paulo state, complemented by a private-label Tricard credit card, a Super App Serrano mobile application with cashback and a Clube Serrano VIP loyalty program, and a dedicated televendas wholesale sales service for merchants and transformers.

Product overview

Serrano Supermercados e Atacado operates as a traditional supermarket and wholesale retail chain with 12 physical store units across São Paulo state. The company offers a unified product portfolio centered on its retail operations, supplemented by a mobile application (Super App Serrano), a proprietary store credit card (Cartão Serrano via Tricard partnership), and a digital loyalty program (Clube Serrano VIP). The mobile app serves as the primary digital channel for accessing promotional catalogs, cashback rewards, and exclusive member pricing. B2B wholesale service (Televendas) is available for volume merchants, while digital flyers (Folhetos Online) provide weekly promotional content. All products and services are offered exclusively through the company's physical store network and branded digital platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Cartão Serrano Tricard: Proprietary store credit card offered in partnership with Tribanco, providing up to 40 days payment terms, installment options, cashback, and exclusive lottery/sweepstakes for cardholders.
• Clube Serrano VIP
• Serrano Pay

Products and services

• Super App Serrano Standalone mobile application for iOS and Android that gives shoppers cashback rewards, access to weekly digital promotional flyers, Clube Serrano VIP exclusive prices and discount coupons, and sweepstakes participation.
• Cartão Serrano (Tricard)
• Televendas (Wholesale Inside-Sales Service)

Quantifiable outcome

• R$350k+ donated to Lar do Caminho since May 2022
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Movimento ArredondarcoreStrategic or Co-development Partner · 1 May 2022Partnership with Movimento Arredondar for the Troco Solidário program where customers round up their purchases and donate the difference to Lar do Caminho NGO. Over R$350,000 donated since May 2022.
• Lar do CaminhocoreGTM or Marketing PartnerNGO that welcomes and educates children and adolescents in vulnerable situations in São Paulo state. Receives donations from Serrano's Troco Solidário program. Has helped over 1,000 children.
• GTF AparasminorStrategic or Co-development PartnerRecycling partner for cardboard and plastics from store operations
• Bio Service AmbientalminorStrategic or Co-development PartnerEnvironmental partner for used cooking oil recycling
• APAE CotiacoreStrategic or Co-development PartnerPartnership with APAE Cotia for hiring people with disabilities, promoting inclusion, diversity, and skill development in the workplace
• TRIBANCOcoreTechnology or IntegrationTRIBANCO provides the Tricard credit card platform infrastructure, enabling the Cartão Serrano co-branded credit card with online proposal processing via WhatsApp integration

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Assaí Atacadista: Brazil's leading cash-and-carry wholesale chain owned by GPA. Directly competes with Serrano's wholesale (Atacado) channel for merchant and bulk-volume customers across São Paulo state.
• Atacadão: Carrefour-group wholesale club chain serving B2B and final-consumer bulk buyers. Comparable to Serrano's Atacado business model and increasingly competitive in São Paulo interior.
• Dia Brasil: National hard-discount supermarket chain in Brazil with smaller-format neighborhood stores. Comparable value-oriented positioning for price-sensitive consumers.

Direct peers

• Savegnago Supermercados: Regional São Paulo-state supermarket chain operating both retail and wholesale formats. Comparable multi-city regional model with similar community-oriented positioning.
• Tenda Supermercados: Regional São Paulo supermarket and wholesale operator with similar varejo+atacado hybrid model. Closely comparable footprint, scale, and target customer base to Serrano.
• Sonda Supermercados: Multi-format São Paulo supermarket chain combining retail and wholesale. Comparable regional scale, hybrid format, and credit-card-loyalty ecosystem orientation.
• St Marche: São Paulo-based premium supermarket chain with strong own-brand, private-label card, and loyalty programs. Comparable digital-flyer + loyalty ecosystem approach.
• Barbosa Supermercados: Regional supermarket operator in interior São Paulo with retail and wholesale offerings. Directly comparable scale, geography, and customer target.
• Spani Supermercados: Inland São Paulo supermarket chain with multiple units, similar regional positioning and customer base to Serrano's interior São Paulo footprint.

Others

• TRIBANCO: Provider of the Tricard private-label credit platform that powers Serrano's Cartão Serrano. Ecosystem partner enabling the credit/loyalty engine rather than a direct retailer competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SerranoSupermercadoseAtacado
• Facebookfacebook.com/serranosupermercados
• Instagraminstagram.com/SERRANO_SUPERMERCADOSEATACADO
• TikToktiktok.com/@serrano_supermercados
• LinkedInlinkedin.com/company/serrano-auto-servico

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 Serrano Auto-Servico