Politintas Ltda

What Politintas Ltda does

Politintas Ltda is a family-owned Brazilian paint retail chain founded in 1975 and headquartered in Espírito Santo, Brazil. The company operates the largest paint store network in the state, with 20 physical retail locations distributed across the five municipalities of Greater Vitória (Vitória, Vila Velha, Serra, Cariacica, and Viana), supplemented by an e-commerce website, WhatsApp sales, and a televendas phone-sales operation. Customers can buy in-store, pick up online orders within 2 hours, or receive same-day delivery for orders placed before 11 a.m.

The company's core offering is multi-brand paint distribution across residential, automotive, industrial, and furniture/woodworking segments, anchored by partnerships with major manufacturers including Suvinil (BASF), Sherwin-Williams, Coral (AkzoNobel), Lazzuril, Sumaré, Milesi, Iquine, and Sika. Its principal technical capability is the Sistema Tintométrico, a computerized color-matching system aggregating more than 2,000 color options across partner brands, supplemented by hardware colorimeters from Coral and Sherwin-Williams that identify paint references in roughly 10 seconds. Each store is staffed with trained technical consultants providing consultative selling on product selection and surface preparation.

Politintas generates revenue primarily through one-time retail transactions of paints, coatings, waterproofing products, painting accessories, tools, and complementary household categories (lighting, hydraulics, appliances), priced at unit retail with periodic promotional discounts and credit-card installments up to 6x without interest. Customer segments include individual homeowners (primary), automotive refinishing shops, industrial facilities, furniture makers, professional painters and decorators (served via a loyalty program with discounts and training), and institutional buyers such as schools conducting vacation maintenance. The company has held a ranking among Espírito Santo's 200 largest companies for over a decade and won the Recall de Marcas A Gazeta award as the most remembered paint store for 23 consecutive years, with 44.1% consumer recall in its core market.

Name

Politintas Ltda

Legal name

Politintas Ltda

Website

https://politintas.com.br

Company type

Private

Founded year

1975

Operating status

Operating

Short description

Politintas Ltda is a family-owned Brazilian paint retail chain founded in 1975, operating 20 stores across Greater Vitória, Espírito Santo, plus e-commerce, WhatsApp, and televendas channels, distributing multi-brand paints and coatings to residential, automotive, industrial, and professional customer segments.

Ownership category

akta.pro rank

Product category

Paint and Coatings Retail

NAICS

Paint and Wallpaper Retailers (444120)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Color Matching, Tinting & Colorant Systems (IMAEAHAL)

Keywords

• Paint retail
• Decorative coatings
• Automotive paints
• Industrial coatings
• Painting accessories

Headquarters

HQ city

Campo Bom

HQ country

Brazil

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Paint and Coating Sales: Core revenue from selling paints, coatings, and related products across residential, automotive, and industrial segments. Products include decorative paints (Suvinil, Sherwin-Williams, Coral), automotive paints (Lazzuril), industrial coatings (Sumaré), furniture finishes (Milesi), waterproofing (Sika), and complementary accessories.
2. Painting Accessories and Tools: Sale of painting accessories including brushes, rollers, trays, spray guns, sandpaper, tapes, kits, ladders, and power tools. Includes both own-brand and third-party tool brands.
3. Delivery and Logistics Services: Delivery service to customers in Greater Vitória and surrounding areas. Same-day delivery available for orders placed before 11am. Delivery charges apply based on distance and order volume.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Politintas Ltda operates an omnichannel paint and coatings retail business selling decorative, automotive, industrial, and furniture paints, waterproofing products, painting accessories, and tools across 20 physical stores in Greater Vitória (Espírito Santo, Brazil), supplemented by an e-commerce website, WhatsApp sales, and televendas phone ordering. The company carries a multi-brand portfolio including Suvinil (1,900 colors), Sherwin-Williams (1,500 colors), Coral (AkzoNobel), Lazzuril, Iquine (1,200+ colors), Sumaré, Milesi, Sika, ATLAS, and Tintas Marfim, with an integrated Sistema Tintométrico providing 2,000+ color matching options and Colorímetro devices for color identification within roughly 10 seconds.

Product overview

Politintas is a retail chain of paint and coating stores, not a software product company. The company operates 20 physical stores in Greater Vitória, Espírito Santo, plus an e-commerce platform and televendas (phone sales) service. The core offering consists of three main product segments: (1) Decorative/Architectural Paints including brands Suvinil, Sherwin-Williams, Coral, Iquine, and Argalit; (2) Automotive Paints featuring Lazzuril brand; and (3) Industrial and Furniture Paints with Sumaré and Milesi brands. Complementary product lines include waterproofing/impermeabilization products (SIKA), painting accessories and tools (ATLAS), and adhesive tapes (Ciplak/Kimanta). Services include a computerized tintometric color matching system offering thousands of colors, colorimetry services using manufacturer devices, a loyalty program for professionals, and technical support from manufacturer specialists. Customers can purchase through physical stores, the online e-commerce platform, WhatsApp, or televendas.

Differentiator

Problem solved

Functional benefit

Products and services

• Pintura Decorativa (Decorative/Architectural Paints)
• Pintura Automotiva (Automotive Paints)
• Pintura Industrial (Industrial Coatings)
• Pintura Moveleira (Furniture and Wood Finishing)
• Complementos para Pintura (Painting Accessories)
• Ferramentas e Equipamentos (Tools and Equipment)
• Revestimentos e Impermeabilizantes (Waterproofing and Coatings)
• Sistema Tintométrico (Tintometric Color Matching System)
• Colorímetro (Color Identification Service)
• Televendas (Phone Sales Service)
• Loja Virtual / E-commerce
• Programa de Fidelidade (Professional Loyalty Program)
• Assistência Técnica (Technical Support)
• Variedades (Home Improvement Varieties)

Quantifiable outcome

• 44.1% consumer brand recall in Greater Vitória, more than 7x nearest competitor
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core, major, strategic and social impact.

• Suvinil (BASF)coreChannel Partner/ Reseller/ DistributorPolitintas is a major retail partner for Suvinil (BASF brand), offering 1,900 colors through the Suvinil tintometric system available for immediate delivery at all 20 stores. Suvinil is highlighted as the second-place brand overall in Recall de Marcas research, cementing their commercial relationship.
• Sherwin-WilliamscoreChannel Partner/ Reseller/ DistributorSherwin-Williams is a key brand partner offering 1,500 catalogued colors through their tintometric system. The partnership includes an exclusive color palette created specifically for Politintas featuring 6 colors celebrating Espírito Santo culture and heritage. Sherwin-Williams products are available across all store locations.
• Coral (AkzoNobel)coreChannel Partner/ Reseller/ DistributorCoral is a major decorative paint brand partner offering products including the Colorímetro color identification technology. The AkzoNobel-owned brand provides color matching services using the Colorimeter device that identifies paint references in just 10 seconds.
• LazzurilcoreChannel Partner/ Reseller/ DistributorLazzuril is the automotive paint brand partner, with the Lazzumix tintometric system offering a wide variety of national and imported automotive colors. Available at select stores including Campo Grande, Aribiri, Jardim Limoeiro, and Goiabeiras, with home delivery on purchases from any Politintas location.
• SikamajorChannel Partner/ Reseller/ DistributorSika is a key partner for waterproofing and construction chemical products, offering products like Igolflex Fachada (impermeabilizing coating), MonoTop-123 Rodapé (polymeric mortar), and Igol Ecoasfalto (asphalt waterproofing). Politintas participates in Sika's Reverse Logistics program.
• MilesimajorChannel Partner/ Reseller/ DistributorMilesi is the wood/furniture finishing brand partner, offering coatings for furniture makers and woodworking professionals. Available at select locations.
• IquinemajorChannel Partner/ Reseller/ DistributorIquine is a decorative paint brand partner offering 1,200+ color options with home delivery on purchases from any Politintas store. The brand's tintometric system is available at select locations.
• SumarémajorChannel Partner/ Reseller/ DistributorSumaré is the industrial paint brand partner, offering industrial coatings and primers for manufacturing and industrial facility applications.
• Desportiva FerroviáriastrategicGTM or Marketing PartnerPolitintas sponsors Desportiva Ferroviária football club, a traditional Espírito Santo sports institution. This sponsorship aligns with the company's 'Por um mundo com mais cor' (For a world with more color) positioning and commitment to local culture.
• Laboratório dos Sonhossocial impactStrategic or Co-development PartnerSocial project in Cariacica that uses graffiti and street art to transform community spaces. Politintas provides paint sponsorship and support for the initiative that has been running for 13 years.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Suvinil (BASF): Suvinil, owned by BASF, is one of the largest decorative paint brands in Brazil and is also distributed via Politintas's tintometric system (1,900 colors). Suvinil runs its own branded retail and digital channels, putting it in partial direct competition with Politintas for the same residential paint customer, while remaining a core supplier.
• Sherwin-Williams Brasil (retail stores): Sherwin-Williams operates a retail paint-store network in Brazil under its own brand, including decorative, automotive (Lazzuril) and industrial lines that Politintas also carries. As a manufacturer-direct retailer with the same Colorsnap Match technology Politintas hosts, it competes head-to-head for both consumer and professional customers, especially in tintometric matching.
• Dicomp Tintas: Dicomp is a Brazilian specialty paint retailer carrying major decorative, automotive, and industrial brands with tintometric color matching and consultative sales. Like Politintas, it focuses on paint-and-coatings specialty retail rather than full home improvement, making it a structurally close peer even though it operates predominantly in other regions.
• Coral (AkzoNobel) Brasil retail: Coral is AkzoNobel's flagship decorative paint brand in Brazil, sold both through resellers (Politintas) and increasingly through direct channels and brand stores. The Colorímetro device used inside Politintas is Coral/AkzoNobel technology, making Coral a direct competing brand-store channel as well as a key supplier — the same dual relationship that defines Politintas's risk and reach.

Broad incumbents

• C&C Casa e Construção: C&C is one of Brazil's largest home-improvement chains with significant paint retailing, particularly strong in the São Paulo and Rio de Janeiro markets. It sells decorative, industrial and automotive paints alongside tools and building materials, putting it in direct overlap with Politintas's assortment but at national scale and with a different store format.
• Sodimac Brasil: Sodimac operates large-format home-improvement stores in Brazil (Construção and Constructor divisions) carrying paints, coatings, waterproofing, and accessories with in-store tinting. It is comparable to Politintas on assortment and customer type, but operates primarily in other states and at much larger box-store scale.
• Leroy Merlin Brasil: Leroy Merlin is Brazil's largest home-improvement retailer, with paint departments that carry the same major brands (Suvinil, Coral, Sherwin-Williams) and offer color-matching services. It competes for the same DIY customer and professional segment but across a much broader assortment (tools, plumbing, appliances), making it a broad incumbent rather than a specialty match.
• Telhanorte: Telhanorte is a Brazilian home-improvement chain focused on construction materials and finishing products, including a sizable paint category with tintometric color matching and delivery. It serves both consumers and contractors in São Paulo and surrounding states, overlapping with Politintas on retail paint assortment and professional customer type.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/politintas-ltda

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

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 Politintas Ltda