PRESIDENTS SPECIAL 2025 – INDUSTRIES
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.
ACER DO BRASIL
Closed the first four months of 2025 with positive results, maintaining the growth trajectory and consistent performance, says Germano Couy, general manager Latin America of the company. “Online sales continue to be an important channel for achieving our goals.”
Acer projects growth with domestic monitor production and focus on AI.
Acer believes in solid market growth, in the range of 4% to 5% per year. “We expect an even more positive second half with the launch of domestic monitor production and the introduction of our new line of products with artificial intelligence,” says Germano.
For the executive, the second half should represent 55% of the total annual revenue, driven by key dates such as Black Friday and Christmas. “We estimate significant growth compared to the second half of the previous year,” says the general manager Latin America.
AIWA
Globally recognized for its high performance and quality in audio and video, AIWA saw positive results and great visibility in the first four months. “Alongside commercial growth, the brand has been increasingly establishing its presence in its areas of focus: sports and entertainment,” says Giovanni M. Cardoso, co-founder of Grupo MK, holder of the AIWA brand.
Investments expanded the production capacity at the Manaus (AM) factory.
The company aims for high levels of recognition with the technology implemented in its products. “We announced Neymar Junior as our ambassador, alongside Sabrina Sato. The Manaus (AM) unit, where we concentrate AIWA’s production, received investments, expanding production capacity and facilitating logistics for the entire complex,” says Giovanni.
The second half brings great expectations, he says. “We believe that our investments, combined with the efforts of the entire team and the quality of the products, enhance consumers’ perception of the market, leading them to seek quality and performance — precisely what the brand offers. We enter our fourth year of AIWA Brazil with bold goals and objectives.”
ALEXA
The first four months of 2025 were quite positive for Alexa. “We continue advancing in our mission to make Alexa increasingly relevant to Brazilians’ daily lives, with a focus on culturally connected and locally developed experiences. A good example was the campaign for soccer fans, which generated engagement and reinforced Alexa’s presence in conversations and homes,” says Talita Taliberti, country manager of Alexa in Brazil.
Main focus is to expand the Alexa+ experience to more customers, reaching new countries and languages.
The next generation of the AI assistant that helps perform tasks, Alexa+, is more conversational, intelligent and personalized, says Talita. “It uses state-of-the-art architecture that connects LLMs, agent capabilities, services and devices at scale. It enters a new era, redefining the way we interact with digital assistants.” Initially, it will be available exclusively in English for customers in the United States. In the future, it will be rolled out in all countries where it is currently available.
Regarding the second half of 2025, there is optimism, says the executive. “Globally, our main focus is to continue expanding the Alexa+ experience to more customers, reaching new countries and languages, and making the technology even more accessible and personalized for different realities around the world.”
AURAFIT
Focused on research and development of smartwatches and wearable devices, Aurafit is betting on Eletrolar Show to strengthen its presence in Latin America in 2025. “We hope to use this international platform to establish connections with more industry partners, demonstrate our technological strength, and deliver a cutting-edge product experience to consumers,” says Hellen Huang, CEO of the company.
Smartwatch brand bets on Eletrolar Show to establish more connections with industry partners.
At the fair, the company will present its latest series of smartwatches, with solutions for health and lifestyle management. “Aurafit has always been user-oriented and has been promoting the popularization of a healthy lifestyle through technological innovation,” states Hellen. The company expects to work with more partners to explore the potential of the wearables market.
BRINOX
The company classifies the first four months of 2025 as positive, says Christian Hartenstein, president and CEO of Brinox. “Despite the scenario of greater uncertainty and volatility, as well as the increase in the Selic rate, we managed to exceed our sales and profitability goals.”
Company exceeded its sales and profitability goals in the first four months.
The good result was largely obtained through the strategy of focusing on the channels that are strengthening in the current context, according to the president and CEO. Founded in 1988, the company is a leader in the cookware and kitchenware industry with contemporary design.
Brinox is optimistic about the second half of this year, says Christian. “We have excellent expectations for this period. It will be challenging, but the Brazilian market offers countless opportunities.” The company projects revenue of R$ 700 million.
BRITÂNIA
Cristiane Clausen, executive director
The first four months of 2025 were positive for the company, especially in the first two months of the year, still reflecting the good performance of 2024. “Despite a slight market decline in the following months, we remain alert and agile in adjusting our strategies,” says Cristiane Clausen, executive director of Britânia. “In the small appliances segment, for example, the market fell between 5% and 10%, but we sought opportunities to strengthen our presence and competitiveness,” she adds.
With process optimization, the company projects 5% revenue growth compared to 2024.
The second half, according to Cristiane, will require even more attention given an economic scenario influenced by factors such as high interest rates and global uncertainties. “Even so, we are confident in our ability to adapt and innovate to face this moment. With prepared teams and a focus on technology and differentiation, we remain determined to identify opportunities and strengthen our market positioning.”
For this year, Britânia projects 5% annual revenue growth. “Our focus is on optimizing processes, exploring new channels and increasingly strengthening relationships with our partners and consumers,” says the executive director.
BYD
The first quarter brought strong results for BYD, says the company’s senior vice president, Alexandre Baldy. “In total sales, we recorded a 45.16% increase in the number of vehicles licensed compared to the first three months of last year — a performance significantly above the growth of the automotive market as a whole, which rose 7.14% in the same period.”
Brazil has become BYD’s most strategic market outside China.
Models such as the electric Dolphin Mini and the super hybrids Song Pro and King propelled the company’s rise to ninth place in the overall brand ranking. “Another pillar of our strategy is the expansion of the dealership network, which has already surpassed 173 units across the country,” says Alexandre.
The second half of the year will be even more remarkable. “We have planned the start of operations at our factory in Camaçari, Bahia, and the launch of the premium brand Denza, which will have an exclusive dealership network,” says Alexandre. “BYD has a long-term vision for Brazil, which has already become the company’s most strategic market outside China. We will continue to invest to democratize electric mobility and bring it to an increasing number of Brazilians.”
COLETEK ENERGIA / C3TECH
For the second consecutive year, Coletek expects to achieve growth of over 20% compared to the previous year, reveals Alexandre Oliveira, the company’s commercial director. “This performance reflects Coletek’s resilience, the dedication of its team and the trust built with partners and customers.”
With investments in infrastructure and new launches, the company aims to grow more than 20% this year compared to 2024.
The projection is based on an extremely positive first quarter, in which the company made strategic investments in infrastructure, notably the doubling of its distribution center, which allowed it to increase logistics and operational capacity. “We also introduced new product lines, such as chargers for electric vehicles and electrified models from Coletek Energia,” says Alexandre.
COLORMAQ
The beginning of the year demanded resilience from the sector, but Colormaq maintained a consistent trajectory, says Valter Carvalho, the company’s national sales manager. “We advanced on strategic fronts, especially in the expansion of digital channels and strengthening the relationship with consumers, and we remain leaders in semi-automatic washers, a product that reflects our history.”
Generating value for retail partners, reinforcing customer service, and sustaining manufacturing efficiency are the company’s focus.
The company sees the second half of the year as a consolidation stage. “We will launch new models of automatic washers, purifiers, and water coolers, expanding the portfolio to meet different consumer profiles. The focus will be on generating value for retail partners, reinforcing customer service initiatives, and sustaining manufacturing efficiency gains—pillars we consider essential in a still selective economic scenario,” says Valter.
The goal for 2025 is to maintain the company’s financial strength while advancing innovation and market proximity, says the national sales manager. “The results so far indicate that, even in a macroeconomic environment full of challenges, we are on the right path to deliver balanced performance, supported by operational discipline and an increasingly complete portfolio.”
DELL
The company’s performance demonstrates its strong market position and ability to capitalize on key trends, says president Diego Puerta. “In the last fiscal year, we had global annual revenue of US$ 95.6 billion, an 8% increase over the previous year. This success is driven by factors such as demand for AI-optimized servers, the result of strategic partnerships with NVIDIA and xAI. Our leadership in key segments and strategy execution were fundamental.”
Company expanded and redesigned its portfolio in 2025.
As the leading provider of AI PCs in the global corporate market, Dell expanded and redesigned its portfolio in 2025 with new designs, higher performance, and longer battery life. “This move also unified the PC brand into Dell, Dell Pro, and Dell Pro Max models to make it easier for clients to find the right tech solutions for today and the future,” says Diego.
Dell has had a commitment to Brazil for over 25 years, through domestic production that respects sustainability principles and drives technological advancement, says Diego. “Another point of our strategy is supporting customers in their AI and advanced technology adoption journeys, maximizing business opportunities. Initiatives like the Solar Hub Eldorado and the Curupira Project reinforce our value to clients and society.”
DELLAMED
The company projects revenue of R$ 300 million this year, driven by a growth strategy despite market uncertainties, says Carlos Dall’Agno, commercial director. “While most competitors were alarmed by exchange rate fluctuations and international transport, Dellamed continued to invest and took the lead. The company remains confident in its strategic plan: by 2029, it will be Brazil’s most comprehensive health product distributor.”
Dellamed expects revenue of R$ 300 million this year.
After a positive first quarter, expectations for the second half of the year are even more optimistic. “The health segment grows more during this time of year. We are prepared to serve the market with speed and efficiency,” says Carlos. In July, Dellamed will move to a new site with double the storage capacity, enabling gains in agility and process improvements.
ECOFLOW
With the expansion of its portfolio and various marketing initiatives, EcoFlow had a very positive start to 2025. “We advanced in visibility and conversion, with highlights for digital campaigns, influencer partnerships, and the performance of the physical store in Curitiba (PR),” says Marilia Alberti, marketing coordinator of Grupo Timber.
Company invests to consolidate itself as a reference in clean and smart energy.
For the second half, the company is betting on launches aimed at meeting a wide variety of customer profiles. “We continue to invest in innovation, sustainability, and consumer experience to consolidate EcoFlow as a reference in clean and smart energy,” says Marilia.
EFL
The company structured its manufacturing operation in the Manaus Free Trade Zone, says Emerson Lima, country manager. “It was a first quarter in which we got everything ready for the launch of EFL televisions, released in May in major physical and online stores in Brazil.”
With manufacturing in the Manaus Free Trade Zone, EFL expects to reach R$ 300 million in revenue.
The second half promises to be active for the company, with a focus on national expansion and the arrival of models with embedded technology. “It will be a time of capillarity and the launch of EFL SX805 models with integrated AI,” explains Emerson. The company projects revenue of approximately R$ 300 million by the end of 2025, considering the brand’s eight months of commercial operation.
ELECTROLUX GROUP
The first quarter reflected the continued growth trajectory of the Electrolux Group in Latin America. “After a strong performance in 2024, with over 22% sales growth, we began the year focused on innovation, portfolio expansion, and industrial expansion,” says CEO Leandro Jasiocha. Between January and April, more than 70 new products were introduced, covering large and small household appliances.
The new factory aims to nationalize currently imported lines and diversify the portfolio.
According to Leandro, the company continues to invest in Latin America, which already represents 21% of global sales. “The construction of the new factory in São José dos Pinhais (PR), with investments of approximately R$ 700 million, is part of our plan to nationalize currently imported lines, diversify the portfolio, and operate in categories where we do not yet have a strong presence.”
For the second half of the year, the company maintains a cautious outlook. “Exchange rate volatility, international logistics costs, and high interest rates in Brazil create a challenging environment for the sector, especially as it is an industry highly dependent on imported inputs and consumer credit. Even so, we estimate growth between 3% and 5% for the year, supported by the strength of our brands, adaptability, and focus on innovation and operational efficiency.”
ELEMENTS
In the first four months of the year, Elements achieved nearly 70% of the total sales volume recorded in 2024. For Bruna Dias, founder and CCO of the company, this is the result of a strategic positioning. “Our accelerated growth is the result of a bold culture that lives and breathes innovation, branding, and smart positioning,” she states.
With a history of expansion, Elements estimates 101% revenue growth in 2025.
The expectation for the second half is even more ambitious. The company will launch a complete new collection during Eletrolar Show and promises to present more than 25 new models of ergonomic and smart chairs throughout the year. “We want to transform spaces and set trends, bringing the future to now—not just in offices, but in homes, creative hubs, leadership spaces and businesses,” says Bruna.
With an annual expansion history averaging 122% over the past nine years, Elements estimates 101% revenue growth in 2025. The founder summarizes the company’s moment as something beyond numbers. “We’re not just growing. We’re expanding awareness, experience, and what it means to be ahead in the world of work.”
ELGIN
The company grew 10% in the first four months of 2025 compared to the same period in 2024. “This result stands out in a challenging economic context marked by trade war uncertainties. This performance is the result of our strategy focused on expanding national reach, bringing our products to more and more points of sale in all regions of the country, and strengthening operations with major Brazilian retailers,” says Anderson Bruno, Elgin’s commercial vice president.
The company’s goal is to achieve double-digit growth in 2025.
The second half of 2025 is viewed with great optimism and determination, Anderson reports. “More than maintaining growth, we are laying the foundation for a solid and sustainable future. Our investments in factory expansion and modernization aim not only at efficiency and quality gains in the portfolio, but also at preparing the company for new cycles of innovation and competitiveness.”
The company’s entire strategic direction is focused on achieving double-digit growth in 2025. “This expectation is supported by the ongoing investments we are making in expansion, factory modernization, and strengthening commercial operations. We believe these initiatives put us on a trajectory to surpass 2024 revenue,” says Anderson.
ELSYS
The first four months of 2025 consolidated important achievements, such as the expansion of the digital lock line, says Claudio Blatt, chairman of the board of Grupo Elsys. “We launched models that combine security, technology, and design, tailored for different consumer profiles. The company also advanced in AI applications for retail networks, with features like intrusion detection, use of PPE, and suspicious behavior monitoring.”
Elsys foresees expansion with AI applications and smart home launches.
Claudio highlights the expansion of Netylink, the company’s 5G connectivity solution. “It ensures uninterrupted internet for retail networks, either as a primary or backup connection—something essential for payment operations and digital presence,” he explains.
For the second half, expectations are for more robust expansion, with entry into new international markets and launches for the connected home. “These are solutions that integrate sound, image, and security to offer a smarter and more complete home experience. We will also continue expanding Netylink, evolving AI solutions, and releasing new digital lock models,” says the chairman.
ESMALTEC
Esmaltec’s positive performance in the first quarter reflects the strategy based on the launch of the Ideal stove line and the growth in digital sales, says Marcelo Pinto, the company’s superintendent director. “Presence in major marketplaces expanded brand reach throughout Brazil, while exports intensified to Latin America, the Caribbean, Africa, and Oceania.”
With recent launches, the company aims to strengthen its position among classes C and D.
For the second half, expectations are for sales acceleration and stronger positioning among classes C and D. “We are optimistic. Recent launches play a strategic role on this path. Highlights include the Ideal stoves—the most modern line ever developed by Esmaltec—and the ROC35 PRO refrigerator, certified with the A+++ Inmetro label, the most efficient in its category,” says Marcelo.
The company does not disclose revenue forecasts but remains focused on growth, says the superintendent. “We continue on a path of sustainable growth, with results driven by innovation, portfolio expansion, and efficiency.”
FISCHER
Fischer maintains its trajectory of solidity and strategic focus in 2025. “The first quarter presented significant challenges, reflecting a scenario still marked by instability and cautious consumption. However, we remain firm in executing our strategy, attentive to market changes and consumer needs,” says Ingo Fischer, president of the company.
The company will launch strategic products in its main categories in the second half.
The second half, in the opinion of the home appliance manufacturer, will be a period of greater dynamism, supported by innovations and a renewed portfolio. The company is preparing to launch strategic products in its main categories, with a special focus on those that deliver value to consumers.
“We are ready for this new moment, with a portfolio increasingly aligned with market and consumer demands, prioritizing practicality, savings, and sustainability,” says Fischer’s president.
FUJITSU GENERAL
The Japanese multinational projects growth of between 12% and 13% in 2025 in Brazil, despite a highly competitive scenario, according to Tsutomu Kunishima, president of Fujitsu General Brazil. “Our goal is not just to increase sales, but also to enhance the operation’s profitability,” says the executive.
Fujitsu’s Brazilian operation has a strategic role and a focus on cost efficiency.
In a challenging global environment—especially in the U.S. and European markets—the Brazilian operation plays a strategic role in the group, with a focus on cost efficiency. “We are focused on improving production efficiency and sales strategy,” Tsutomu reinforces. In 2024, the brand launched its e-commerce platform, enabling direct purchases of products through authorized distributors, integrating partner channels into its commercial strategy.
GOAR
Projects a promising second half, driven by a series of strategic advancements. “We implemented significant improvements in our production process, focusing on increasing production capacity and operational efficiency,” says Jordan Dal Moro, commercial director. Expanding distribution channels was also a priority, ensuring faster and broader customer service.
New releases with standout performance and design to be presented at Eletrolar Show.
The main bet lies in the new products presented at Eletrolar Show 2025. “These are launches we are very proud of — unlike anything currently on the market,” says Jordan. “We developed solutions with above-average performance and unique design, combining innovation, functionality, and visual identity in a remarkable way. We’re confident these products will represent a step forward for our brand and for the industry as a whole.”
GPJ INFORMÁTICA
The first four months of 2025 were positive for Grupo PowerPC (GPJ-TRONOS-BRAZILPC) due to increased demand in the corporate and retail sectors. “We strengthened strategic partnerships, expanded our presence in marketplaces, and advanced in the B2B channel with a more efficient and agile operation,” says executive director Luciano Pombani. A highlight was the portfolio expansion. “We are entering areas we see as trends and with growth potential.”
Strong demand in corporate and retail sectors boosted performance.
Expectations for the second half are for sustainable and structured growth, focusing on demand from major retail dates like Black Friday and Christmas. “We expect to close the year with growth above 2024,” says the executive.
GREE DO BRASIL
The first four months of the year were very positive for the company, which grew 16% compared to the same period in 2024, mainly driven by the expansion of its distribution network, portfolio diversification, and strengthened commercial strategies aimed at end consumers. “The return of investments in the construction sector contributed to increased demand for residential and commercial air conditioning systems,” says Carlos Murano, executive manager of Gree do Brasil.
Company is optimistic about the high sales season, especially in Q4.
Expectations for the second half of 2025 are for continued growth, focusing on technological innovation and consolidating the brand as a reference in energy efficiency and durability, says Carlos. “We are optimistic with the arrival of the high sales season, especially in the last quarter of the year.”
In terms of revenue, the company expects to grow about 10% over 2024. “This figure represents expressive and solid growth for Gree and reflects the company’s performance in the national market,” says Carlos. The projection takes into account the expansion of the product mix, the strengthening of commercial partnerships, and the continued growth in sales through both digital and traditional channels.
GRUPO GALAXY
Its revenue grew 12% in the first four months of 2025 compared to the same period in 2024, says Chan Chang Feng, president. The growth was driven by more assertive marketing, expansion of the customer base, and increased product availability. “We significantly reduced stockouts in strategic products, which boosted customer satisfaction and further strengthened trust in our portfolio.”
Grupo Galaxy projects 25% growth in annual revenue.
The group expects an even more promising second half, projecting 35% growth based on three pillars: continued stockout reduction, customer base expansion, and entry into new channels and categories. “These drivers support a consistent expansion scenario, depending on the maintenance of a favorable economic environment,” explains the executive.
The company estimates a 25% increase in annual revenue compared to 2024. “The projection considers economic recovery, currency stability, demand growth, planned launches, efficiency gains, and market expansion, with no significant expected impact from economic instabilities,” concludes Chan.
HARMAN DO BRASIL
Closed the first four months with approximately 40% growth, driven by the success of launches carried out in the second half of 2024, says Rodrigo Kniest, president of Harman do Brasil and senior vice president for South America, lifestyle division. “This is a direct reflection of the strength of the JBL brand in the Brazilian market.”
Production in Manaus (AM) and Nova Santa Rita (RS) has been a strategic factor for the company.
Local production at the Manaus (AM) and Nova Santa Rita (RS) facilities has been a strategic factor, says Rodrigo. “It allows for logistical agility, cost competitiveness, and greater national reach. Our commitment to innovation has also resulted in standout product launches. In addition, we gained new business partners and expanded our presence in both digital and physical channels.”
The company, which celebrated 15 years in Brazil last June, has promising prospects for the second half and aims for consistent growth in 2025. “The focus will be on expanding the product line, reaching new regions of the country, and further strengthening our partnerships with retail, both physical and digital. E-commerce, in particular, has been a strategic front. We will continue investing in technology, innovation, and sustainability,” says Rodrigo.
INOW
In the early months of 2025, Inow expanded its national presence by opening new stores in several states. “We have established ourselves as the largest electric bicycle brand in the country, and this title comes with the responsibility of offering high-quality electric mobility at a fair and accessible price for Brazilians,” says Danilo Fonseca, CEO of Inow.
Inow strengthens its presence in several Brazilian states.
One of the brand’s differentiators is the integration between the teams in Brazil and China, who work to ensure constant product launches. “We’ve managed to deliver new products every month, always aligned with the needs of our audience and global trends.” Danilo shares that the second half will include launches for those seeking more autonomy, others focused on lightness and agility for urban centers, bicycles designed for shared mobility, and corporate solutions.
IPC BRASIL
Despite signs of demand decline, the company achieved growth in line with its Annual Operations Plan, meeting revenue and performance targets for the first four months, says Michel Echeverria, director of IPC Brasil. “This result was possible due to a commercial restructuring that allowed us to face early-year challenges, influenced by instability caused by various market disruptions.”
With a cautious approach, the company projects 13% growth in 2025.
For the second half, expectations are for continued cautious market behavior. “There are points of conflict both globally and in Brazil that could create further difficulties and impact consumption. Therefore, we will stay alert and ready to respond quickly to changes,” emphasizes the executive. The business plan projects 13% real growth over last year.
ITATIAIA
At the start of 2025, Itatiaia adopted a strategy to diversify its product portfolio, which now includes steel and wooden kitchens, stoves, cooktops, air fryers, and small appliances. The company also boosted its presence across multiple channels. This approach resulted in double-digit growth in Q1 compared to the same period in 2024. “The numbers reflect a motivated company that has diversified without losing its institutional essence,” says CEO Victor Penna Costa.
New strategy enabled double-digit growth in Q1 2025 vs. the same period in 2024.
To maintain this growth pace into the second half, Itatiaia is preparing to launch a series of new products at the 18th Eletrolar Show. “By expanding our portfolio with modern and efficient solutions, we expect to boost brand preference and gain new shelf space with our retail partners,” Victor affirms.
In 2024, the company celebrated its 60th anniversary with record revenue exceeding R$ 1 billion, a growth of over 51% versus the previous year, says the CEO. “For 2025, our goal is to grow sustainably in the double digits, maintaining our expansion rhythm and aiming to surpass last year’s results.”
KAKIA
At the beginning of 2025, Kakia experienced a rise in sales. The company attributes this growth to several factors, including greater demand for specialized tools for mobile phone repairs and stronger partnerships with resellers and technical service providers. “We also enhanced our service and logistics, improving customer satisfaction and loyalty,” says Victor Dong, president of Kakia.
Demand for specialized tools accelerates Kakia’s growth.
Given the relatively stable economic scenario, steady demand, and increasing digitalization in retail, the company anticipates a “moderately positive” second half, says Victor. “The period should bring steady to growing demand for tools in the repair-oriented retail segment, with opportunities for those investing in digital channels, specialized service, and cost management.”
LG
The year started well for LG. In 2025, the company celebrated its highest first-quarter revenue. “LG Brazil continues to lead in commercial and residential air conditioning, the LG OLED TV segment for 12 years, premium product categories, and in commercial monitors and screens,” says Rodrigo Fiani, Vice President of Sales.
LG records highest first-quarter revenue and targets the B2B market.
Despite the strong performance, the company still aims to expand its reach in specific segments. “In addition to expected growth in the B2C market (TVs, audio, computing), we are betting big on the corporate, or B2B, market.” The goal is for this segment to account for 50% of revenue within the next decade.
To support this goal, LG has been investing in its showroom, says Rodrigo. “The space showcases LG’s smart house – a connected home fully equipped with products using artificial intelligence.” The space also features products for hotels, offices, hospitals, restaurants, and schools.
MONDIAL
“Our first quarter was positive. Mondial recorded growth rates across all its product lines. We remain focused on maintaining our quality in customer service and products, as well as ending the year with at least 31% growth compared to 2024,” says Giovanni M. Cardoso, co-founder of Grupo MK, which owns the company.
Group forecasts revenue of around R$ 8 billion in 2025.
Last year was marked by investments to expand Mondial’s two manufacturing complexes, located in Conceição do Jacuípe (BA) and Manaus (AM). “These investments enabled industrial growth and expanded production capacity. In 2025, investments will continue and, as a group, we forecast revenues of around R$ 8 billion,” says Giovanni.
The company has high expectations for the second half of the year. “It’s a period of great movement for the retail market, with major commercial dates like Black Friday and Christmas,” says the co-founder. “For Mondial, it’s the time to bring most of its launches to market and to get even closer to our consumers.”
MUELLER
Despite the challenging market scenario, with material inflation and uncertainties in the global economy, the company managed to achieve good results, says Alexandre Pires da Luz, CEO of Mueller. “This is due to the consolidation of the launches carried out in 2024 and the introduction of new products in various categories, which helped us maintain positive performance.”
The company’s bet is on new products and investments in automation, innovation, and productivity.
For the second half of 2025, the expectation is for many challenges, says the CEO.“Mainly due to the high interest rate, lower purchasing power of the population, and instability in the global economic and political scenario. Despite this, Mueller maintains an optimistic stance, betting on the launch of new products and continuing investments in automation and productivity, with the goal of sustaining its growth.”
The company’s revenue estimate for this year is growth of over 10%.“This result is expected based on the continuation of the company’s strategic investments, especially in automation, productivity, and innovation, as well as in product launches.The combination of these initiatives aims to strengthen Mueller’s competitiveness and expand its presence in the market,” says the CEO.
NEW.UP! ELETRODOMÉSTICOS
The results at the beginning of 2025 exceeded the company’s expectations, says the Commercial Manager, Danilo Tetzner. He cites the closer relationship with commercial partners as one of the reasons for the good business performance.“We expanded our network of contacts with the purchasing managers of major retailers,” he comments.
New.Up! Home Appliances aims for R$ 25 million in revenue this year.
The company projects revenue of R$ 25 million for the year 2025 and has good prospects for the second half.“We are very optimistic due to the product launches we will have in our portfolio and the Eletrolar Show, when we will be able to connect with new clients and strategic partners,” adds Danilo.
NEWELL BRANDS BRASIL
Even with the challenging macroeconomic scenario and exchange rate volatility, Newell Brands Brasil exceeded its financial planning in the first four months of the year, driven by efficient management, strengthening of partnerships, and repositioning of key brands.“Both Oster and Cadence recorded significant market share gains in strategic categories and channels, reflecting the strength of the brands and the accuracy of our commercial actions,” says Alexandre Escorel, general manager Brazil. Other advances included the repositioning of Invicta and the increased distribution of Coleman and Contigo, in addition to strengthening the position in the online environment.
Oster and Cadence recorded market share gains in strategic categories and channels.
In the second half, Alexandre states that the project unifying Newell Brands Brasil into a single legal entity will be consolidated.
The period will also be marked by operational improvement projects and launches that reinforce the portfolio. “We expect the maturing of the first-quarter launches — such as the Xtreme Mix blender by Oster, the new Invicta collection, and the Perfect Match line by NUK.”
The company expects to grow in both revenue and profitability in 2025. “We are attentive to the impacts of monetary and economic policy, both domestic and international, such as exchange rate fluctuations, logistics costs, and inflationary pressures, but confident in the strength of our brands, the resilience of our team, and our business plan to overcome these challenges,” says Alexandre.
ON CHARGE
Based on the performance of the first four months and market projections, the company estimates a 30% to 40% increase in revenue in 2025 compared to last year, says Jardel Eugenio da Silva, CEO of On Charge. “This result will be driven not only by the growth of the electrified vehicle fleet, but mainly by the rising demand for modern, safe, and efficient charging solutions.”
Demand for charging infrastructure grows with the increase in the electrified vehicle fleet.
The expectation for the second half is growth, following the market’s maturation.“The trend is for 100% electric vehicles (BEVs) to gain even more space as the charging infrastructure evolves,” says Jardel.“We will continue expanding our network of fast-charging stations in strategic locations, including urban centers, highways, and shopping centers, offering a complete experience to the user through our integrated app.”
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.
PRAXIS ELETRODOMÉSTICOS
The company attributes its good performance during the first months of 2025 to its innovations. “The strategy of launching innovative and disruptive products, always with something extra, had a surprising response, resulting in exceptional sales performance during this period,” says Marcello Cominato, CEO of Praxis Home Appliances.
With disruptive launches, Praxis forecasts 50% revenue growth over 2024.
With high interest rates and population indebtedness, Marcello sees obstacles to good performance. “Even so, with the commemorative dates in the second half, the company is preparing to close 2025 with impressive numbers. We are confident that we will achieve growth of over 50% in revenue compared to last year,” he says.
REALCE
The company had a good start to the year, says its CEO Ladir Cassol Junior, “The first quarter of 2025 brought positive results for Realce, including sales growth and improvement in its internal processes. This good performance can be attributed to the team’s efforts and the effectiveness of the strategies adopted.”
Realce projects continuous growth throughout 2025.
For the second half expectations are even better. The CEO expects the strategies currently underway to turn, in the coming months into “continuous growth, consolidation of results, and new expansion opportunities.”
For the year Realce has a very promising revenue projection adds Ladir. “This is the result of the good performance recorded so far. The expectation is for continued sales growth and market expansion”
ROCK SPACE
The company has experienced a positive period since the beginning of 2025.“We managed to maintain our growth pace with a significant increase in sales, driven both by the expansion of our product line and by strengthening our presence in the main channels of the segment,” says Hicham A. Hamze, director of Rock Space.
Company is optimistic for the second half with the strengthening of partnerships and sales channels.
In addition to the new products and the strengthening of its sales channels, Hicham also attributes the success of recent months to its network of partnerships.“Another decisive factor was the reinforcement in the relationship with our commercial partners, who believe in our proposal of innovation, quality, and accessibility,” he states.
For the second half, the company has optimistic expectations and anticipates significant growth compared to the previous year. To achieve this, it plans to launch new products and intensify marketing actions. “We are also investing in logistics and customer service to further improve our customer’s experience,” says Hicham.
SYMPHONY
Even with a challenging first four months — with a drop in sales of major appliances, TVs, and cell phones — Symphony was able to preserve its market presence. “The solid portfolio management and our closeness to retail allowed us to go through this period with resilience, preparing the ground for the second half,” says Tiago Piton, sales director of the company.
Company enters the air conditioner segment in the second half of 2025.
In the next semester, anticipating rising temperatures, Symphony will enter the air conditioner segment and expand its portfolio of climate control solutions. “We believe these actions strategically position us to capture the expected growth in the second half,” adds Tiago.
TCBEST
The company is confident in reaching revenue of US$ 35 million in 2025, says Binlei Yu, CEO of Tcbest. “The circumstances are favorable because, as our products are constantly updated, we can continue to attract more global consumers. Our best-seller, the Type-C battery, for example, is continuously rechargeable and has a more convenient and efficient charging method.
Compared to traditional primary batteries, it is practical and environmentally friendly, gaining consumer preference.”
Company expects reduction in trade barriers to expand global reach.
For the second half of the year, the company expects closer cooperation in the global market. “We will expand our portfolio, as well as optimize and update old products. At the same time, we hope that the international scenario will reduce trade barriers and ease visa policies.”
TCL SEMP
The first four months of 2025 were positive for TCL SEMP, which consolidated its position as the second-largest television brand in Brazil. “It is a strategic achievement in one of the most relevant markets in the world,” reports Eason Cai, CEO of TCL SEMP and president of the TCL Latin America Business Group. “This performance in the early months reinforces the brand’s strength and its connection with Brazilian consumers.”
In the second half, the focus is to expand the share in ultra-large TVs and QD-Mini LED technology.
In the second half, the expectation is to continue the good performance, focusing on expanding the share in ultra-large TVs and QD-Mini LED technology, in which the company already holds a global leadership position, according to research conducted by Omdia, says Eason. In major appliances and air conditioning, the company bets on consistent growth, driven by strategic campaigns.
“After a 23% revenue growth in Brazil in 2024, versus 2023, with a 15% increase in volume, we project for 2025 the continuation of the consistent results we have been achieving, with special emphasis on strong growth in the major appliances and air conditioning category,” states the CEO.
THUNDEROBOT
The company expanded its presence in Latin America in the first four months, says Emerson Lima, country manager. “We introduced the brands Machenike and ThundeRobot in markets such as Colombia, Guatemala, Venezuela, and Paraguay, in addition to gaining new customers in various regions of Brazil.”
Higher value-added launches may raise the estimated revenue of R$ 30 million.
The outlook for the second half is encouraging, with new additions to the national portfolio. “We will launch new lines in Brazil, such as ThundeRobot Gaming Notebooks and Machenike Office Notebooks, as well as a series of accessories and monitors with exclusive technologies,” says Emerson. The expectation is to reach revenue of R$ 30 million in the country in 2025, a number that may be exceeded with the new higher value-added products.
TP-LINK
Alessandro Campos, marketing director at TP-Link, describes the first four months of 2025 as a milestone in the company’s history. “It was when we strengthened our Smart Home brand Tapo and launched our Wi-Fi 7 router line,” he explains. During the period, the company also introduced new items in its Enterprise network line (for large companies) and products aimed at providers.
TP-Link expands portfolio and inaugurates factory in Brazil in 2025.
New releases are the theme for the next semester. Computer accessories and sensors are among the planned launches. The highlights, however, are the expansion of the Tapo line with robot vacuums, and smart sensors, cameras, and locks. “This year, Tapo launched the first robot vacuum RV30 Max Plus. We will bring one more entry-level model and an intermediate one, RV20 Max and RV30 Max, respectively,” shares Alexandre.
The marketing director considers, however, that the biggest news of 2025 will be the inauguration of TP-Link’s factory in Brazil. “We are very excited about the possibilities that local manufacturing will bring to TP-Link, as well as the creation of hundreds of jobs in the country,” says Alessandro.
TS SHARA
In a beginning of the year marked by power outages, the company, which manufactures UPS devices and voltage stabilizers, among other products, observed significant growth in its business, says Jamil Mouallem, commercial and marketing managing partner of TS Shara. “We managed to meet the needs of each region with robust and efficient solutions.”
Company observed significant growth in its business in the first four months of 2025.
For Jamil, exchange rate stability is a factor that may favor the company’s results in the second half of the year. “We are attentive to changes and to factors that make it possible to maintain our sustainable growth, always focused on meeting market demands,” he states.
VENTIMAIS
With the relocation of its headquarters to the city of Extrema (MG), Ventimais took an important step at the beginning of 2025. “This brought us closer to the main distributors and resellers, optimized logistics, and strengthened commercial partnerships. With the new structure, we expanded our production capacity and launched two lines,” says Antônio Luchtenberg, the company’s director.
With the relocation of its headquarters, Ventimais increases production capacity.
In the second half of 2025, Ventimais intends to increase its reach by expanding its sales team throughout Brazil. “Our strategy remains based on innovation, scale, and proximity to the market, always attentive to consumer demands,” says Antônio.
VENTISOL
Alexis Tcholakian, president of Ventisol, says that the company’s performance in the first four months of 2025 was positive, driven by weather conditions. “The summer of 2024/2025 extended until March, which was reflected in sales.” The prolonged heat favored demand for fans and air coolers, the company’s main products.
Ventisol estimates 20% revenue growth in 2025 compared to the previous year.
Regarding the second half of this year, the president of Ventisol points out that the company expects the continuation of the growth pace recorded at the beginning of 2025, although the macroeconomic scenario requires attention.
“The expectation is good, but we are cautious with Brazil’s economic situation,” says Alexis. Still, the company projects expansion. “The estimated revenue for this year is a 20% growth,” adds the president.
VOLT
The first four months of 2025 were special, says Rafael Linhares, commercial director at Volt. “We are growing month by month, gaining new clients and strengthening the partnership with those we already have, all within a market that is somewhat intimidated due to external factors.”
Company grows month by month and expects to double its revenue this year compared to 2024.
The company enters the second half with ambitious goals. To achieve them, it plans the development of new products, marketing investments, and its first participation in the Eletrolar Show, aiming to get closer to more clients. “We expect to double our revenue in the year 2025,” says Rafael.
WHIRLPOOL
The first quarter of 2025 was positive for the company, especially considering a challenging macroeconomic environment.“Despite market instabilities and an unfavorable external dynamic, we managed to deliver solid results, exceeding initial expectations. This performance reflects the strength of our team, consistency in execution, and the ability to adapt in the face of adversity,” says Gustavo Ambar, general director of the company.
The company’s accumulated experience and responsiveness will be key to navigating with responsibility and focus.
In the second half of this year, Whirlpool expects a more challenging environment, says Gustavo. “We are aware that there will be pressure and that the scenario will require even more resilience and creativity to maintain consistent results. Although we recognize the obstacles, we are confident that the company’s accumulated experience and responsiveness will be key to navigating this period with responsibility and focus.”
The company remains firm in building a year of resilience in 2025.“Despite the expected turbulence, we are hopeful that we can maintain our path of sustainable growth and further strengthen our market position,” says Gustavo.
Source: Eletrolar News Ed. 167 – Presidents
