Madeiramadeira
Unicorn · $1BCuritiba, BR · Founded 2009 · Incorporated in Cayman Islands · 2,192 employees on LinkedIn · 11 known investors
Madeira Madeira is a Brazilian e-commerce platform specializing in furniture, home decor, and building materials, offering both online shopping and physical store locations.
Also known as Madeira Madeira · MadeiraMadeira · MADEIRAMADEIRA COMERCIO ELETRONICO SA
Founders & leadership
Madeiramadeira was founded in 2009 by Daniel Bermudes Scandian, Marcelo Scandian, and Daniel Scandian.
Board
Investors · 11
Also in the syndicate · 5
Reported raises · per SEC filings
Form D private placements$192.6M disclosed across 2 of 4 rounds · 2019–2021
▶$83.2MraisedJan 2021 · 3 investors · Other TechnologyRule 506(b)
- Fabricio BossleDirector
- Paulo PassoniDirector
- Daniel Bermudes ScandianExecutive Officer, Director
- Marcelo ScandianExecutive Officer, Director
- Marcelo Santos Andrade LimaDirector
- Hernan KazahDirector
- Christian FriedlandDirector
- Offering amount
- $142M
- Amount sold
- $83.2M
- Finders' fees
- $3M
- Placement agents
- BofA Securities, Inc.
- First sale
- Jan 2021
- Incorporated
- Other, Cayman Islands
- Federal exemptions
- 06b
▶$109.4MraisedSep 2019 · 3 investors · Other TechnologyRule 506(b)
- Hernan KazahDirector
- Christian FriedlandDirector
- Paulo PassoniDirector
- Daniel Bermudes ScandianExecutive Officer, Director
- Roberto LeuzingerDirector
- Marcelo Santos Andrade LimaDirector
- Marcelo ScandianDirector
- Fabricio BossleDirector
- Offering amount
- $174.4M
- Amount sold
- $109.4M
- Finders' fees
- $5M
- Proceeds to insiders
- $8M
- Placement agents
- Lazard Assessoria Finaceira Ltda.
- First sale
- Sep 2019
- Incorporated
- Other, Cayman Islands
- Federal exemptions
- 06b
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Valuation · disclosed
Disclosed eventsSource: SEC prospectus filings, and round valuations the company or its investors disclosed — follow each entry's link for the claim.
Company profile
researched Aug 2026MadeiraMadeira (MADEIRAMADEIRA COMERCIO ELETRONICO SA) is a Brazilian e-commerce company selling furniture, home decor and home-related building products through its website, a mobile app and physical stores. Its catalogue covers furniture for bedrooms, living and dining rooms, kitchens, bathrooms, home offices, laundry areas, children's and baby rooms, gardens and balconies, plus commercial furniture and equipment, with more than 3 million products listed. The company also markets its own-brand products, of which about 400 were available in stores as of early 2021.
Alongside product sales, MadeiraMadeira offers home services (MadeiraMadeira Serviços) such as furniture assembly, installation and small repairs performed by vetted professionals. Customers can order via the site, the Android/iOS app, WhatsApp or a toll-free telesales line, with delivery across Brazil, order tracking and installment payment options including up to 21 fixed card installments, up to 10 interest-free installments, or 24 installments via boleto. The company describes itself as the largest online furniture and decor retailer in Latin America, with more than 2,000 employees, over 50 physical stores in Brazil and more than 10 million customers.
Founding story
In 2008, a flooring factory founded by the father of Daniel Scandian collapsed after opening a new plant in Curitiba to serve US demand just as the American market entered crisis. Daniel and his brother Marcelo Scandian built a website to sell off the factory's equipment, and used the proceeds to start MadeiraMadeira, initially selling flooring and other building materials online without holding stock.
Business model
Online and omnichannel retail: MadeiraMadeira sells furniture, decor and building materials to consumers through its website, app, WhatsApp and telesales channels and through physical stores, complemented by paid home services such as assembly, installation and repairs. Early in its history the company operated asset-light, listing suppliers' full catalogues without holding inventory and purchasing from the supplier only after a customer order was closed.
Revenue comes from consumer sales of furniture, decor and building products across online and physical store channels, supported by installment payment options, plus fees from home service offerings (assembly, installation, small repairs).
Traction
More than 3 million products listed, over 10 million customers, more than 2,000 employees and over 50 physical stores per the company; the Android app has surpassed 10 million downloads. Sales outpaced expectations in 2020 as the coronavirus pandemic boosted online shopping, according to the CEO.
Latest developments
The company continues to operate its site and app, with an app release in August 2026 adding search improvements and performance optimizations, and promotes financing in up to 21 fixed card installments.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Positioned by the company as the largest online furniture and decor retailer in Latin America; it became a Brazilian unicorn in January 2021 after being valued above $1 billion. On Reclame Aqui it holds a "Boa" reputation with a 4.4/5 purchase rating from 84,690 verified reviews and ranks 78th in the ecommerce furniture and decor category; consumers on that site also compare it with Mercado Livre, Shopee and Amazon.
Breadth of assortment (over 3 million SKUs) combined with omnichannel reach through site, app, WhatsApp, telesales and physical stores, own-brand products, flexible installment payment terms and bundled home assembly and installation services.
Technology
Consumer-facing e-commerce site and native Android and iOS applications; the Google Play app (br.com.madeiramadeira) reports more than 10 million downloads and features product search, order tracking, flash sales, coupons and service booking. Proceeds from the 2019 round were directed to technology, logistics and customer experience.
Go-to-market
Brazilian residential consumers furnishing or renovating homes, spanning all rooms of the house, plus buyers of commercial furniture and equipment.
Geography
Headquartered in Curitiba, Paraná (Rua Marechal Deodoro 717, Centro), with delivery throughout Brazil and more than 50 physical stores across the country; the company had nine stores as of January 2021. Management said in 2021 it was also considering international expansion.
History
MadeiraMadeira began as an online seller of flooring and construction materials and expanded into a broad home goods e-commerce platform, later adding physical stores — nine by the end of 2020 and more than 50 subsequently. It raised a $110 million round led by SoftBank in 2019, followed in January 2021 by a $190 million fifth round led by SoftBank and Dynamo that valued the company above $1 billion.
Risks & controversies
Consumer complaints on Reclame Aqui center on furniture orders, with delivery delays cited in 22.2% of cases and furniture in general accounting for 52.06% of complaint categories; the company resolves 78% of complaints and several recent complaints were unanswered. The site also warns customers that MadeiraMadeira does not request app installations via WhatsApp, indicating scams using its name.", "investors": "
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 5
launches, deals, and filingsApp release with improved search journey, performance optimization on product screens and general stability fixes.
Listed among Reclame Aqui's best companies for consumers for 2026, ranking 78th in the ecommerce furniture and decor category with a "Boa" reputation.
Fifth funding round led by existing investor SoftBank Group and Dynamo, with Flybridge, Velt Partners, Brasil Capital, Lakewood Capital and Monashees participating; the round valued the company above $1 billion, making it a Brazilian unicorn. Proceeds were earmarked for business expansion, additional physical stores and new own-brand products.
$190M source ↗
Press coverage cited by the company describes its 2020 move from e-commerce to nine physical stores across Brazil.
The company received a $110 million investment led by SoftBank, used for technology, logistics and customer experience.
$110M source ↗
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities · 1
corporate structure▸Research sources · 8
primary sources listed
- Madeiramadeiramadeiramadeira.com.br · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Madeiramadeira do?
- Brazilian online retailer of furniture, decor and building materials, also operating physical stores across Brazil.
- Who founded Madeiramadeira?
- Madeiramadeira was founded by Daniel Bermudes Scandian, Marcelo Scandian, Daniel Scandian in 2009.
- Who are Madeiramadeira's investors?
- Madeiramadeira's investors include Flybridge Capital Partners, Kaszek Ventures, MONASHEES, Softbank Latin America Fund, Light Street Capital, Valor Capital Group.
- How much funding has Madeiramadeira raised?
- Madeiramadeira has disclosed $192.6M raised across 2 of its 4 known rounds.
- Where is Madeiramadeira headquartered?
- Madeiramadeira is headquartered in Curitiba, BR.