Vianelli

What Vianelli does

Vianelli is a Brazilian direct-to-consumer bedding and home textile manufacturer and retailer, operating under the legal name Vianelli Enxovais from its headquarters and production facility in Ibitinga, São Paulo. Founded by the Bazanelli siblings in the 1980s (with the Vianelli brand launched in the early 2000s following earlier wholesale and Casa VIP catalog operations), the company today runs a 97% in-house manufacturing operation producing sheet sets (200-480 fios percale polyester), Coberdroms (duvets/comforters) using Sherpa and Flannel constructions, bedspreads, coverlets, blankets, pillows, and bath towels. The product portfolio is organized around named collections (Nuance, Camilly com Ponto Palito, Aurora, Emilly, Essência 480 Fios) and seasonal lines (winter Coberdroms Everest, Austin, Bouti Kids; Fluffy ultrasoft blankets).

The business is a pure-play e-commerce operation since its 2019 digital migration, selling primarily through its Shopify-powered storefront at vianelli.com.br (store ID 75246928091) and select marketplaces, shipping nationwide across Brazil. Revenue is generated through one-time unit sales with price points ranging from R$29.90 for entry-level accessories to R$447.90 for premium Coberdroms. The company offers 12x interest-free installments via Pix and major credit cards, 20% cashback on purchases, and free shipping above R$450 to drive conversion. Customer acquisition is supported by an organic social presence on Instagram (@vianelli.oficial) and Facebook, flash sale promotions with discounts up to 50%, and customer reviews on the storefront.

Vianelli remains a privately held, family-founded business with approximately 10 employees, no disclosed external investors, and no management team publicly identified. There are no funding rounds, acquisitions, subsidiaries, or patents in the disclosed record. The company's competitive positioning rests on 40+ years of brand heritage, vertical integration through in-house manufacturing, exclusive design collections, and finishing techniques such as Ponto Palito. The addressable market is Brazilian individual consumers purchasing residential bedding and home textiles, with a secondary segment of parents shopping for children's bedroom sets.

Name

Vianelli

Legal name

Vianelli Enxovais

Website

https://vianelli.com.br

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

Vianelli is a Brazilian DTC bedding and home textile manufacturer and online retailer, selling in-house-produced sheets, Coberdroms, bedspreads, and pillows directly to Brazilian consumers through its Shopify storefront and marketplaces, serving the long tail of individual household buyers nationwide.

Ownership category

akta.pro rank

Product category

Home Textiles / Bedding

NAICS

Mattress Manufacturing (33791)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Bedding & Bed Linens Retail (Sheets, Duvets, Mattress Protectors) (CRAIABAD)

akta.pro secondary industries

Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA), Mattresses, Bedding & Sleep Products Distribution (CRAOAFAL), Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE)

Keywords

• Bedding manufacturing
• Home textiles
• Sheet sets
• Bedspreads comforters
• Direct e-commerce

Headquarters

HQ city

Ibitinga

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Vianelli generates revenue through direct online sales via its Shopify-powered e-commerce store, selling bedding products including sheets, bedspreads, blankets, pillows, and accessories. The company offers installment payment options (up to 12x interest-free) and provides cashback incentives (20% cashback credited to customer accounts). Revenue is generated through one-time product transactions with prices ranging from approximately R$29.90 to R$450+.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Vianelli manufactures and retails a complete line of Brazilian bedding and home textile products — including sheet sets (200–480 fios), bedspreads (Colchas), coverlets (Cobre-leitos), Coberdroms/duvets in Sherpa and Flannel, blankets and edredons, pillows, pillow protectors, bath towels, and complete cama posta bed-setting kits. The company produces 97% of its goods in its own Ibitinga facility and sells direct-to-consumer through its Shopify-powered online store vianelli.com.br and selected Brazilian marketplaces, with nationwide shipping across Brazil.

Product overview

Vianelli is a Brazilian bedding and home textile company that manufactures and sells a comprehensive portfolio of bedroom products. The company operates its own production facilities (97% own manufacture) and offers products across multiple categories: Coberdroms (duvets/comforters) including Sherpa and Flannel winter varieties; Jogos de Lençol (sheet sets) in thread counts from 200 to 480 fios; Colchas (bedspreads) with ruffled designs; Cobre Leitos (coverlets); Cobertores e Edredons (blankets and comforters); Travesseiros e Acessórios (pillows and accessories); Kits Cama Posta (bed setting kits); and Toalhas de Banho (bath towels). Key sub-brands and collections include Coleção Nuance (400 fios with ruffled designs), Coleção Camilly com Ponto Palito (400 fios minimalist pinstripe finish), Coleção Aurora (vibrant colorfast sheets), Coleção Emilly (vivid colors with Punto Palito), Coleção Essência (480 fios premium), and specialized lines like Coberdrom Everest, Coberdrom Austin, Coberdrom Bouti Kids (children's), and Cobertor Fluffy. Products are available in Solteiro (single), Casal (double), Queen, and King sizes. The company emphasizes 100% polyester percale fabrics with features like quick-dry, wrinkle-resistant, colorfast, and anti-pilling properties.

Differentiator

Problem solved

Functional benefit

Products and services

• Jogos de Lençol (Sheet Sets) Sheet sets in 200–480 thread counts (fios) in single, double, Queen, and King sizes with Punto Palito (pinstripe) edge finishing; sold to Brazilian residential consumers.
• Colchas (Bedspreads) Bedspreads with ruffled (babado) designs offered in multiple thread counts and colors, available in standard bed sizes for residential use.
• Cobre Leitos (Coverlets) Coverlets in 3-piece and other configurations offering hotel-quality finish and Super Soft touch, sold to residential consumers.
• Coberdroms (Duvets/Comforters) Duvets and comforters in Sherpa and Flannel varieties for winter warmth, available in Queen and King sizes for residential consumers.
• Cobertores e Edredons (Blankets and Down-Comforters) Blankets, comforters, and down-alternative comforters (Fluffy Ultrasoft, Marshmallow, and similar) for residential winter bedding.
• Travesseiros e Acessórios (Pillows and Accessories) Pillows and bedding accessories, including pillow protectors made of 100% polypropylene that are waterproof and breathable.
• Kits Cama Posta (Complete Bed Setting Kits) Coordinated complete bed setting kits matched to Vianelli's bedding collections, providing a finished bedroom look in one purchase.
• Toalhas de Banho (Bath Towels) Bath towels including the Dunna line featuring combed yarn softness and Jacquard designs.
• Colcha Harmonia 480 Fios Featured launch product: 480-thread-count bedspread with garden-themed designs (e.g., Jardim Sereno) representing Vianelli's latest bedding innovation.

Quantifiable outcome

• 97% of production is own manufacturing
• +4 more outcomes

Named customers4 records

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

Four partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationVianelli's e-commerce platform is built on Shopify infrastructure, providing the technology foundation for its online store, payment processing, and order management system. The company uses Shopify's platform with store ID 75246928091.
• Payment Gateways (Pix, Credit Cards)coreTechnology or IntegrationVianelli accepts multiple payment methods including Pix, Visa, Mastercard, American Express, Diners Club, Discover, and Elo through integrated payment gateways. This enables flexible payment options including installment purchases.
• Logistics PartnerscoreChannel Partner/ Reseller/ DistributorVianelli partners with logistics providers for order fulfillment and delivery across Brazil. The company offers tracking services through rastreio.vianelli.com.br and provides up to three delivery attempts with 48-hour intervals between attempts.
• Correios (Brazilian Postal Service)minorChannel Partner/ Reseller/ DistributorVianelli provides return shipping labels through Correios for customer returns and exchanges, allowing customers to ship products back at no additional cost.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Jolitex: Brazilian bedding manufacturer producing sheets, duvets, and pillow products for retail and DTC. Comparable to Vianelli on category, manufacturing ownership, and Brazilian consumer focus.
• Euroflex: Brazilian bedding and mattress manufacturer selling sheets, duvets, and bedroom solutions through retail and online. Comparable to Vianelli in product mix and national Brazilian distribution.
• Buddemeyer: Brazilian heritage bedding brand offering sheet sets, duvets, pillows, and home textiles through DTC and retail. Directly comparable to Vianelli on product category, customer base, and omnichannel approach.
• Aramis Home: Brazilian bedding and home textile brand operating online and in retail with sheets, duvets, and decor lines. Comparable to Vianelli as a Brazil-focused DTC bedding retailer with curated collections.
• Dormmal: Brazilian bedding manufacturer and retailer with own production of sheets, comforters, and bedspreads. Comparable to Vianelli in vertical integration, domestic manufacturing focus, and mid-market positioning.
• Altenburg: Major Brazilian bedding manufacturer and brand selling sheet sets, comforters, pillows, and bedding accessories via DTC and retail. Comparable to Vianelli as a long-standing national bedding brand with own manufacturing and broad product portfolio.

Broad incumbents

• Karsten: Established Brazilian textile manufacturer with a broad home and bath textile portfolio beyond bedding. Comparable to Vianelli as a long-standing domestic textile producer expanding into DTC and home categories.

Emerging players

• Parachute Home: DTC home brand offering bedding, bath, and sleep essentials via own e-commerce. Comparable to Vianelli in DTC-led bedding retail with curated collections and aspirational positioning.
• Brooklinen: US DTC bedding brand selling sheets, duvets, and sleep products directly online. Comparable to Vianelli as a digitally-native, own-brand bedding retailer focused on quality and value at accessible price points.

Regional players

• Sampedro: Brazilian home textile manufacturer and retailer with bedding and bath products. Comparable to Vianelli in product category and regional Brazilian manufacturing footprint.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/vianelli.oficial
• Instagraminstagram.com/vianelli.oficial
• LinkedInlinkedin.com/company/vianelli

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 Vianelli