Rei Da Cutelaria
Rei da Cutelaria is a São Paulo-based Brazilian specialty cutlery and gastronomy retailer founded in 1963, selling knives, scissors, kitchen utensils, personal care tools, and sharpening services across e-commerce, physical stores, and WhatsApp direct sales to consumer and professional customers.
- Company typePrivate
- Founded1963
- HeadquartersSão Paulo, Brazil
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rei Da Cutelaria does
Rei da Cutelaria is a Brazilian multi-channel specialty retailer founded in 1963 and headquartered in São Paulo, operating under the legal entity Edmond Habib Ghattas Ltda (CNPJ: 61.506.598/0001-80). The company sells knives, scissors, kitchen utensils, personal care and grooming tools, sharpening equipment, pocket knives, and related accessories through a hybrid of e-commerce, physical retail stores, phone sales, and WhatsApp-based direct sales. It distributes internationally recognized brands including Mundial, Tramontina, Victorinox, Global, Wüsthof, and Zwilling, and serves a horizontal mix of personas: culinary professionals and home cooks, barbers and hairdressers, manicure/pedicure specialists, outdoor and sports enthusiasts, and collectors of premium cutlery.
The product catalog is organized across nine principal categories — knives (kitchen, sports, pocket), scissors (barber, sewing, household, school, personal care), personal care, kitchen utensils, sharpening products and services, blade protectors, corporate gift sets, and miscellaneous varieties. Pricing spans approximately R$ 4.00 (entry-level school scissors) to R$ 1,939.00 (premium scissors), with the bulk of SKUs concentrated between R$ 6.00 and R$ 390.00. Payment options include up to 10x interest-free installments and a 5% discount for PIX or boleto payments. The company offers sharpening services as a recurring-revenue add-on, same-day delivery via WhatsApp, and PCI DSS-certified payment processing. Its e-commerce storefront runs on VTEX infrastructure.
The company is privately held with no disclosed external investment, M&A activity, or leadership changes in the input data. It maintains active organic social profiles on Facebook, Instagram, YouTube, and TikTok, plus an email newsletter (RC News) for top-of-funnel marketing. Operating geography is exclusively Brazil, with 11–50 employees reported and no global footprint claim. The business model is unit-pricing retail with a pay-as-you-go billing cadence, supported by traditional retail and content marketing through its owned channels.
Rei Da Cutelaria firmographics
Firmographics- Name
- Rei Da Cutelaria
- Legal name
- Edmond Habib Ghattas Ltda
- Website
- https://reidacutelaria.com.br
- Company type
- Private
- Founded year
- 1963
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rei da Cutelaria is a São Paulo-based Brazilian specialty cutlery and gastronomy retailer founded in 1963, selling knives, scissors, kitchen utensils, personal care tools, and sharpening services across e-commerce, physical stores, and WhatsApp direct sales to consumer and professional customers.
- Ownership category
- akta.pro rank
Rei Da Cutelaria industry classification
Industry- Product category
- Cutlery and Kitchenware Retail
- NAICS
- Gift, Novelty, and Souvenir Retailers (45942), Gift, Novelty, and Souvenir Retailers (459420), Health and Personal Care Retailers (456)
- SIC
- Cutlery, Handtools & General Hardware (3420)
- akta.pro industry
- Crafting Tools & Equipment Retail (Cutting, Adhesives, Heat Tools)Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Arts, Crafts & Hobby Supplies RetailHunting & Shooting Specialty Knife/Tool RetailCraft, DIY & Value Variety Stores
Keywords
Where Rei Da Cutelaria is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Markets served
Rei Da Cutelaria business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | One-time product purchases with installment payment options |
Distribution channels4 records
Marketing channels7 records
Rei Da Cutelaria product offering
Product offeringCore offering
Rei da Cutelaria is a Brazilian specialty retailer (founded 1963, São Paulo) that sells knives, scissors, kitchen utensils, personal care tools, sharpening equipment, and related cutlery accessories through its own e-commerce website, multiple physical retail stores, phone sales, and WhatsApp direct sales. The assortment spans kitchen knives, sports and tactical knives, pocket knives, professional and household scissors, manicure and barber supplies, confectionery and kitchen utilities, knife protectors, and sharpening products and services, including premium global brands such as Mundial, Tramontina, Victorinox, Global, Wüsthof, and Zwilling.
Product overview
Rei da Cutelaria is a Brazilian e-commerce retailer and physical store offering the best selection of cutlery and gastronomy products in Brazil. The company operates as a multi-category retail platform built on the VTEX e-commerce infrastructure. Its core product portfolio includes knives (kitchen, sports, and pocket knives), professional scissors (barber, sewing, household), personal care products (manicure, barber supplies), kitchen utensils, sharpening products and services, and related accessories. The store distributes well-known brands including Mundial, Tramontina, Victorinox, Global, Wüsthof, and Zwilling. The company also offers sharpening services and sells corporate gift sets.
Differentiator
Problem solved
Functional benefit
Companies that use Rei Da Cutelaria
Customer profileSegments5 records
Ideal customer profiles5 records
Rei Da Cutelaria technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rei Da Cutelaria partnerships and signals
Strategic signalRecent moves5 records
Expansion highlights5 records
Rei Da Cutelaria competitors and assessment
Company assessmentDirect peers
- Zwilling J.A. Henckels: Premium German cutlery and kitchenware brand. Directly comparable as a distributed premium brand competing in the same upper-tier chef's knives and kitchen scissors category that Rei da Cutelaria serves.
- Brinox: Brazilian kitchenware and cutlery manufacturer with broad retail distribution. Comparable product portfolio (knives, scissors, kitchen utensils) and overlapping target customers (home cooks and foodservice professionals) in the Brazilian market.
- Victorinox: Swiss manufacturer of iconic Swiss Army knives and kitchen cutlery. Comparable as a premium knife brand Rei da Cutelaria carries, with overlapping customer interest in pocket knives, outdoor knives, and kitchen cutlery.
- Wüsthof: German premium knife maker specializing in forged kitchen cutlery. Comparable as another distributed premium brand with overlapping positioning in the chef/professional culinary segment.
- Mundial: Brazilian cutlery manufacturer (scissors, knives, kitchen tools). Comparable as both a brand Rei da Cutelaria distributes and as a direct competitor offering overlapping SKUs in the same Brazilian cutlery market.
- Tramontina: Brazil's largest cutlery and kitchenware manufacturer with a strong own-brand retail and DTC presence. Directly comparable because it operates in the same product categories (kitchen knives, scissors, utensils) and also distributes through Brazilian retail, including potentially overlapping with Rei da Cutelaria as both a supplier and competitor.
Broad incumbents
- Sur La Table: US-based specialty kitchenware retailer with premium cutlery assortment and cooking classes. Comparable as a multi-channel specialty cutlery and kitchenware retailer in another geography, illustrating the model Rei da Cutelaria could scale toward.
- Mercado Livre: Latin America's largest e-commerce marketplace. Comparable as the dominant Brazilian online channel through which many cutlery brands also reach consumers, creating both a partnership opportunity and a competitive threat to specialized retailers.
- Magazine Luiza: Large Brazilian omnichannel retailer carrying kitchenware, small appliances, and household goods. Comparable as a broader Brazilian retail incumbent that competes for the same kitchen and household customer wallet, though without specialization in cutlery.
- Leroy Merlin Brasil: Home improvement and kitchen retailer in Brazil stocking kitchen utensils and tools. Comparable as a broader Brazilian home/kitchen retailer that overlaps with Rei da Cutelaria's kitchen and outdoor customer segments.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Rei Da Cutelaria social profiles
Digital presenceRei Da Cutelaria compliance and trust
Trust signalCompliance1 record
Rei Da Cutelaria financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rei Da Cutelaria leadership team
Management profileNumber of profiles
Rei Da Cutelaria funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rei Da Cutelaria M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rei Da Cutelaria
What does Rei Da Cutelaria do?
Rei da Cutelaria is a Brazilian specialty retailer (founded 1963, São Paulo) that sells knives, scissors, kitchen utensils, personal care tools, sharpening equipment, and related cutlery accessories through its own e-commerce website, multiple physical retail stores, phone sales, and WhatsApp direct sales. The assortment spans kitchen knives, sports and tactical knives, pocket knives, professional and household scissors, manicure and barber supplies, confectionery and kitchen utilities, knife protectors, and sharpening products and services, including premium global brands such as Mundial, Tramontina, Victorinox, Global, Wüsthof, and Zwilling.
Is Rei Da Cutelaria a public or private company?
Rei Da Cutelaria is a private company. It is classified as family owned and is currently operating.
When was Rei Da Cutelaria founded?
Rei Da Cutelaria was founded in 1963. It employs 11 to 50 people.
Where is Rei Da Cutelaria based?
Rei Da Cutelaria is headquartered in São Paulo, Brazil, in the Latin America region.
Who are Rei Da Cutelaria's main competitors?
Direct peers on record are Zwilling J.A. Henckels, Brinox, Victorinox, Wüsthof, Mundial and Tramontina. Broad incumbents are Sur La Table, Mercado Livre, Magazine Luiza and Leroy Merlin Brasil.
Does Rei Da Cutelaria have an API?
No public API is recorded for Rei Da Cutelaria.
What industry is Rei Da Cutelaria in?
Rei Da Cutelaria's product category is Cutlery and Kitchenware Retail. Its primary akta.pro industry code is CRALACAC, Crafting Tools & Equipment Retail (Cutting, Adhesives, Heat Tools), with a secondary code of CRAMAKAH, Hunting & Shooting Specialty Knife/Tool Retail. Its NAICS code is 45942 and its SIC code is 3420.