PRESIDENTS SPECIAL 2025 – DISTRIBUTORS
EFFICIENT STRATEGIES ARE ESSENTIAL TO INCREASE SECOND-HALF SALES
Balancing technology with humanized service is the path to closing the year with strong results.
by Dilnara Titara, Gustavo Sumares, Leda Cavalcanti and Tatiana Sasaki
The international turmoil did not affect the performance of the home appliances segment in Brazil during the first four months of 2025. In general, all categories of the segment experienced growth, and the estimate is that the year will register variable growth, between 5% and 10%, in sales compared to 2024, a very favorable period for these product categories.
Growth will be driven by investments in new business, the strengthening of the supply chain, technological innovations, and the modernization of manufacturing processes, including the establishment of ESG agenda criteria, meeting the demand for products with higher energy efficiency and manufactured within the concept of sustainability.
In this Presidents Special, most companies show that they have good expectations for the second half of the year, although caution is also part of their planning —and rightly so, due to global challenges and the interest rate. The moment calls for efficient strategies, technology to automate processes, resilience, and humanized service.
ALLIED TECNOLOGIA
The first four months were marked by the continuation of the sustainable growth and operational efficiency strategy, says Silvio Stagni, CEO of Allied Tecnologia. “The company intensified its operations on several fronts, highlighting the expansion of the international distribution portfolio with the inclusion of the Motorola and Microsoft brands. We remain firm in executing our strategic plan, focusing on the expansion and diversification of our lines of activity.”
Allied aims for sustainable growth with portfolio expansion and strategic partnerships.
Among the main initiatives of the period are the advancement of the iPhone Pra Sempre program, which has been boosting the B2C segment, and the consolidation of strategic alliances, such as the partnership with Nubank through Shopping Nu. Trocafy, an operation focused on recertified smartphones, also grew by expanding its reach to 21 Brazilian states in partnership with operators Vivo and Claro. “These initiatives have the potential to positively contribute to our market positioning and future results,” says Silvio.
For the second half, the expectation is to maintain the pace of expansion, with a focus on strengthening distribution channels, in Brazil and abroad, and on the growth of physical and digital retail, says the CEO. “We will continue investing in innovation, operational efficiency and in the development of solutions in partnership with major brands to expand geographic and sectoral presence, keeping profitability as a strategic priority.”
AMARINE
The highlight of the four-month period was the launch of the Sieco security camera brand, presented to the market with a robust campaign during Consumer Week, says Karim Fahs, co-founder of Amarine. “We also formed a partnership between TIM and Marshall, with the launch of speakers at the operator’s new concept store on Oscar Freire Street, in São Paulo.” Another highlight was the Kodak camera line, which achieved its best performance since the beginning of the partnership in 2022, driven by the waterproof WPZ2 model.
Company projects revenue of R$ 120 million with launches and strategic partnerships.
For the second half, Amarine plans to expand its portfolio. The launches of Sieco electronic locks and Marshall headphones are expected. “We expect new opportunities to arise after Eletrolar Show, in addition to strong performance on Black Friday and end-of-year campaigns,” says Karim.
The group’s revenue estimate for this year is R$ 120 million, the result of a combination of portfolio expansion, strong alliances, and a strong presence in the most important retail dates.
DL
A very positive period: this is how Erodice Queiroz, vice president of DL, describes the first four months of the year. “We are well positioned with Brazil’s main retailers, both nationally and regionally. We launched new product lines and significantly strengthened our presence at points of sale, with strategic marketing materials and a well-trained and qualified team of promoters.”
Empresa prevê crescimento significativo no faturamento, principalmente pela chegada da marca Honor ao Brasil.
Expectations for the second half are also optimistic, says Erodice. “We foresee significant growth compared to the same period last year, mainly driven by the start of an exclusive distribution project with the HONOR brand, which is globally consolidated. We have also advanced in negotiations with new business partners, which will further expand our operations.”
The company expects significant revenue growth, mainly due to HONOR’s arrival in Brazil. “We are committed to consolidating this brand in the national market, maintaining the seriousness and trust we have always conveyed to retail and consumers,” says the vice president.
FP IMPORT
The first quarter of 2025 was positive for the company, with consistent growth in strategic areas and improved operational efficiency, says Adriana Guedes, FP Import’s commercial manager. “The period saw an expanded client base, reduced operating costs, and the launch of new products and services.”
FP Import plans to grow 10% over 2024 and reach R$ 23 million in revenue.
Over the next six months, the company plans to enter new markets, strengthen its brand with customer loyalty campaigns, and form strategic partnerships to open new revenue streams. It also plans to launch new products aligned with trends in the automotive accessories segment. “The expectation is for sustainable growth,” says the executive.
With the consolidation of early 2025 results and adopted strategies for the second half, FP Import plans to close the year with approximately 10% growth over 2024. “The revenue estimate for 2025 is about R$ 23 million,” reports Adriana.
GSHIELD
Despite economic instability and dollar fluctuations caused by the U.S.-instigated trade war, GShield made significant advances in the first four months of 2025. “We grew approximately 20% compared to the same period in 2024, highlighting the effectiveness of our strategies and team commitment,” says Isabel Silva, the company’s commercial manager.
Despite economic and currency instability, the company grew 20% in Q1 2025.
This achievement is attributed to a combination of factors such as portfolio diversification, adapting to market demands, and keeping a close eye on consumption trends. “Operational excellence also played a key role, especially in the face of port logistics challenges affecting the entire sector,” Isabel adds.
For the second half, the company expects continued growth, despite the macroeconomic scenario. “We plan to intensify investments in digitalization and process optimization to tackle logistics adversities, as well as strengthen strategic partnerships both domestically and internationally,” says the executive. The company estimates annual revenue growth in line with the pace observed in the first quarter.
IMENSO
The company achieved positive results in the first four months of 2025, reflecting a shifting consumer environment and its adaptability, says David Moretto, director of Imenso. “We observed that demand for connected devices and digital experiences has grown, and we stayed attuned to this shift by refining internal processes and strengthening partnerships that expanded our reach.”
Investment in automation and data analysis makes operations faster and more aligned with market expectations.
Imenso continues to invest in automation and data analysis to make operations more agile and aligned with market and consumer expectations. “A combination of an engaged team, a culture focused on innovation, and solid processes not only ensured that we met initial goals but also laid the groundwork for even greater advances,” says David.
For the second half, the company is confident, the director adds. “We’re prepared to respond swiftly to behavioral changes, always focusing on solution quality and customer experience.”
MOX DOTCELL
The market required caution at the beginning of this year. Even so, it brought positive results, says the company’s CEO, Hassan Ali Abdallah.“The customer is less willing to invest, we can easily feel the recession in the country as a whole, especially in retail.”
Mox Dotcell intends to grow more than 10% this year compared to 2024.
Still, the company estimates that the holiday dates in the second half of the year will contribute positively to its business goals.“We catch the last months of the year, which are always the strongest in sales, and we do everything to hit our targets,” says Hassan.
The goals are ambitious. Mox Dotcell aims to exceed 2024 revenue by at least 10%.“We also want to increase the number of new clients and partners,” Hassan adds about the company’s strategy to achieve good results.
NLG COMEX
Changes in consumption and import profiles and an unstable macroeconomic scenario contributed to a challenging start of the year for the company.“Despite this, we maintained our structure and reinforced our positioning in the international logistics and import advisory market for small and medium-sized companies,” says José Olacyr, executive director of NLG Comex.
Company bets on increased demand for direct imports from Asia.
Expectations for the second half are more positive.The company is betting on increased demand for direct imports from Asia and aims to reach R$ 5.5 million in consolidated revenue. “With a clear positioning and a value proposition aligned with the different needs of the market, we have a solid foundation for consistent growth,” says the director.
POTENCIAL SUPRIMENTOS
In the first months of 2025, the company reached its goals thanks to the launch of new products and the significant sales volume. “The numbers demonstrate the team’s dedication and the strengthening of our reputation as one of the largest distributors in the sector,” says the company’s director, Renato Moreno.
Company participates in Eletrolar Show to create new business opportunities and consolidate partnerships.
Potencial Suprimentos expects to continue growing in the second half of the year by expanding operations throughout the country and strengthening ties with its partners, says Renato.“We will participate in the 18th Eletrolar Show with the focus on creating new business opportunities and consolidating existing partnerships.”
The company director anticipates even better results compared to 2024. “With organization, innovation, and a lot of hard work, we are optimistic about building an even stronger year full of possibilities,” he concludes.
SOLID IMPORTAÇÕES
In the first four months of 2025, Solid Importações recorded approximately 15% growth in its revenue compared to the same period in 2024. The company attributes this good performance to its partnerships with renowned international gaming accessory brands, such as DeepCool, Lian Li, and Redragon.
Partnerships with international brands contribute to the company’s growth.
“These partnerships have contributed to strengthening the company’s presence in the sector and meeting the growing demand for high-quality products,” says Rony Uemura, commercial and marketing director of the company, who views the second half of this year with optimism.
Solid Importações estimates revenue of R$ 300 million in 2025. “With the maintenance of our strategies and the offering of world-class products, it will be possible to continue growing, taking advantage of the expansion of the gaming market in Brazil,” says Rony.
X-ONE
The beginning of 2025 was marked by restructurings in its commercial, financial, logistics, and marketing departments. The changes helped to consolidate a more efficient operation, maintaining positive results, with 93% consumer approval, the company highlights.
The company expects 25% growth compared to 2024.
For the second half of the year, the bet is on new releases to maintain strong performance.“We will have some launches, with emphasis on the disruptive sixth generation of screen protectors, with unprecedented technology and superior performance,” says Breno França, CEO of X-ONE. The products will be presented at the 18th Eletrolar Show.
In addition to offering mentorships and training, X-One intends to invest in online sales to strengthen its position in the market. “We will expand our offer to consumers through e-commerce, covering B and C curve products, currently unavailable in retail and with repressed demand,” says Breno. The company projects 25% growth for 2025.
DAYSBRASIL
The company estimates revenue growth between 18% and 22% for 2025, says Ying Xiang, manager at DaysBrasil. “This growth will be driven by an expanded retail and e-commerce client base, stronger partnerships, and a diversified portfolio, including higher value-added product lines.”
Growth will be driven by a diversified portfolio and higher value-added products.
Among the highlights of the first four months, Ying points to the headquarters expansion and optimization of internal processes. For the second half of the year, the company aims to expand its presence in the wholesale market. “We are attentive to consumer trends, technological innovations, and the demands of our retail customers. That’s why we will expand our product line with launches that add value and margin to our business partners.”
DURAWELL
The company recorded consistent growth in key performance indicators in the first four months of 2025. “The period was driven by the expansion of strategic partnerships, increased operational efficiency, and stronger customer relationships,” says Leticia Lee, Chief Operating Officer (COO) of Durawell.
Company anticipates significant growth in the second half of 2025.
This year, the company expects to surpass 2024 revenue and maintain the same accelerated pace over the next six months. “We believe the second half will bring even more relevant opportunities to consolidate our positioning and reach new growth levels,” says Leticia.
FAM
The company’s strategy is strongly connected to its medium-term goal: to reach R$ 100 million in revenue by 2030. “In 2025, we project to reach between R$ 35 million and R$ 38 million, and we remain confident that each step is aligned with that larger purpose,” says Toni C. Kuhn, CEO of FAM.
Haven and Harbor headphones mark the debut of the company’s Super Premium line.
The start of marketplace operations, team expansion, and new product launches contribute to strong performance, says Toni. “We introduced solutions that quickly gained market traction, such as the Smartag personal tracker, Bell M2 lapel mic, and the second generation of OWS headphones, the Open Air 2.” For the second half, he highlights the Easy, Strong, and Storm speakers, developed with proprietary technology and exclusive patents. “At Eletrolar Show, we’ll present the Haven and Harbor headphones, marking the debut of our Super Premium line.”
GRASEP
Thanks to last year’s efforts, 2025 began at full speed for the company. “We had an 18% increase in sales volume compared to the same period last year, the result of a focused effort on portfolio innovation and strengthening the commercial team,” says Jinshan Zheng, director at Grasep.
Estimated revenue is R$ 30 million in 2025.
With this strong performance, expectations for the second half are even higher, with the launch of new product lines. The revenue estimate for 2025 is R$ 30 million, Jinshan reports. “This number reflects the maturity of our strategies, the strength of our team, and the trust of our partners.”
GRUPO TIMBER
Operating in construction, forestry, mining, recycling, and agriculture, Grupo Timber is expanding its market presence by betting on the electrification of light commercial vehicle fleets, bringing the Geely Farizon brand to Brazil, which belongs to the Geely Holding group. “Electrification focused on last-mile logistics is still developing but shows promising growth, driven by environmental, economic, and image factors,” says Thiago Monteiro, Farizon’s commercial coordinator.
Geely Farizon is Grupo Timber’s bet on electric light commercial vehicles.
The portfolio includes vans with 6, 8, and 11 m³ capacities and light trucks of 6 and 8 tons, with a range between 180 km and 300 km. “Our development plan is well advanced, starting with the first dealership in Curitiba (PR), followed by units in São Paulo, Minas Gerais, and the Federal District,” the executive highlights.
HPRIME
Thanks to consistent sales, the expansion of the distribution channel, and strong acceptance of the HPrime TAG line, the company had a very positive start to the year. “Performance was driven by a more efficient operation and actions focused on customer experience,” says Felipe Almeida, partner and commercial director at HPrime.
HPrime TAG and new technologies should drive 18% revenue growth over 2024.
For the second half of the year, the company plans to expand the presence of the TAG line in new markets, strengthen strategic partnerships, and advance in data-driven solutions focused on personalization and agility. “We’ll also have news in other accessory lines. The goal is to scale innovation with consistency,” emphasizes Felipe. The company projects an 18% revenue growth in 2025 compared to 2024.
JOOG
The company had a strong start to 2025, thanks to the launch of more than 40 products, says Jorbel Griebeler, CEO of Joog. “The first four months were very positive due to our constant product innovation.” More launches are planned for this year.
Company projects R$ 5 million in revenue for 2025.
Some new products will be presented to visitors at the 18th Eletrolar Show, and the company hopes they will attract new clients. “Our revenue forecast is R$ 5 million in 2025, which represents a 10% increase over projections made in 2024,” adds the CEO.
LENSUN
With only a short time operating in Brazil, Lensun, which sells UV printers, has already developed strong business in the country. “Even though we’re a recent operation, we’ve made a big impact on the market thanks to our exclusive, high-quality product,” says commercial manager Marcos Gonçalves.
Lensun bets on differentiated products to stand out in the market.
“We believe the second half will bring expansion, continuous innovation, and, most importantly, customer success stories across Brazil,” the manager says. In the coming months, the company plans to reach more sales points, solidify strategic partnerships, and continue investing in product differentiation. “The best is yet to come,” guarantees Marcos.
LOF-V / SHADOWHAWK / HATTEKER
Specialized in beauty and personal care products, such as hair clippers, shavers, and epilators, the Chinese brand Hatteker has officially expanded its operations to the South American market through LOF-V, its exclusive representative in Brazil, responsible for the distribution and strengthening of the brand in the country. “Our goal is to provide Brazilian customers with innovative, high-quality, and affordable electronic products,” says Fu Yaofei, CEO.
With representation in Brazil, Hatteker and Shadowhawk focus on quality and competitive pricing.
LOF-V’s suppliers are rigorously selected. Among the represented brands is also Shadowhawk, specialized in flashlights and lighting products, says Fu. “With competitive prices and a high standard of quality control, we have earned market recognition as a reliable choice in the lighting sector.”
MARVO BUSINESS GROUP
The company has sealed new partnerships with well-known global brands.
“This allowed the expansion of the portfolio with licensed products under internationally recognized names,” says Jakub Chrzanowski, global marketing director of Marvo Business Group, about the beginning of 2025. These initiatives pave the way for even faster growth in the coming months.
Projection is for 40% revenue growth compared to 2024.
Among the company’s commercial partners, there is caution due to the uncertainty surrounding United States tariff policies. Even so, the projection is for a 40% increase in revenue compared to 2024. “It is an ambitious goal, but we believe it is achievable thanks to the significant efforts and preparations we have made,” says Jakub.
MIMO STYLE / ZIPPY
For the Mimo Group, which includes the brands Mimo Style (housewares) and Zippy (electric toys), the first four months of 2025 brought good results.“We had consistent growth in strategic areas and are experiencing an interesting moment of consolidation and expansion,” says Orlando Oliveira, sales director.
Group projects 25% growth compared to last year.
The company intends to accelerate the pace in the second half and projects 25% growth compared to last year. “We believe this will be a period of acceleration, in which we will consolidate the learnings from the first four months and move forward with new projects and areas of operation,” adds Orlando.
ONE-X
The company reports that it planned for sustainable growth, innovation, and quality in 2025. The strong performance achieved at the beginning of the year, despite the difficulties of the macroeconomic scenario, proved the success of the strategy. “Even in the face of challenges imposed by exchange rate fluctuations, we managed to maintain our competitiveness and ensure robust performance,” says Xiongming Lu, CEO of ONE-X.
Company projects exponential growth this year.
With even more optimism, the company looks toward the next semester. “We project exponential growth in sales revenue, estimated between 30% and 40% in the coming periods,” says Xiongming. To achieve these results, the company plans to introduce new products, expanding the diversity of its portfolio, and to deepen relationships with clients and suppliers.
RCELL
Rcell grew 12% in the first four months of 2025. This performance exceeds the 6% average growth of the electronics distribution market in Brazil during the same period, according to a survey by Abradisti. “In addition, our average ticket rose 28%, reflecting a successful strategy of portfolio strengthening and sales qualification,” evaluates Alexandre Elias, marketing director of the company.
12% growth in the first four months of the year leaves Rcell optimistic for the second half.
For the remainder of the year, Rcell plans to further diversify its product line, especially in the premium segment. This strategy should help overcome the challenges posed by the macroeconomic scenario and maintain the company’s growth. “The trend of consolidation of large distributors and greater selectivity by retail favors players with a solid structure, diversified portfolio, and execution capability, such as Rcell,” argues Alexandre.
UGREEN
During the first four months of 2025, Ugreen had an even better performance than the previous year. “The quality of the products and public recognition are the foundation for this growth,” says Marcelo Tavares, director at Dapon, the company that markets the Ugreen brand products in Brazil.
With Black Friday and Christmas, Ugreen expects to grow 30% in 2025.
Marcelo sees several good opportunities in the second half of the year, including Black Friday and Christmas, and has been structuring the company’s logistics to meet the demand of these dates. “We should close 2025 with about 30% growth compared to 2024, which was already a great year and had growth compared to 2023,” he says.
WIWU
With less than a year of operations in Brazil, Wiwu has already achieved impressive numbers.“The first four months showed a 135% growth compared to the last quarter of 2024,” says the company’s CEO, Abbas El Zein. The estimate is to reach R$ 30 million in revenue in 2025.
Company wants to reach the mark of 2,000 retailers in Brazil this year.
Although it already has a significant number of consumers and good capillarity in the distribution of its products, the CEO intends to gain more clients in the second half of the year. “Our plan for this year is to reach the mark of 2,000 retailers in Brazil, offering innovative products focused on technology and design,” he states.
WYLIE TOOLS
The year 2024 represented a consolidation for Wylie Tools.Present in Brazil since 2019, the company has reached a level of maturity that allows it to foresee new opportunities. “After continuous efforts, we have established a good reputation for our brand and built a solid foundation in the Brazilian market,” says Vinicius Lu, the company’s CEO.
Company wants to reach new audiences with its participation in the Eletrolar Show.
For the second half of 2025, the bet is to increase the visibility of its products and take advantage of the Eletrolar Show to reach new audiences. “We expect to achieve even better results at the new trade show, further raising the brand’s recognition and competitiveness in the Brazilian market,” says Vinicius.
Source: Eletrolar News Ed. 167
