Established in 2009, MadeiraMadeira is now the largest online furniture and decoration platform in Latin America. Prior to its foundation, the company’s story began with brothers Daniel Scandian and Marcelo Scandian. Coming from an entrepreneurial family background, they grew up with the same values. During a challenging period in both their lives, facing financial difficulties, they decided to invest in what is now MadeiraMadeira.
Starting with limited resources and coming from a previous failed business, the executives encountered challenges in raising investments. They even resorted to a family loan to keep operations going. The first investment arrived only in 2012, accompanied by another partner,
Robson Privado. With this resource, MadeiraMadeira began its digital transformation, investing in technology, talent, and innovation.
Subsequently, the company raised several rounds of investment. However, in 2015, the company again faced challenges in securing funds. The lack of resources triggered an internal restructuring at MadeiraMadeira, reducing costs and optimizing operational flows. As a result, within five months, the company started generating cash and closed the year with a positive EBITDA.
Launching its marketplace elevated MadeiraMadeira, reaching more customers, generating increased revenue, and reducing cash burn. This allowed the company to achieve greater financial independence, relying less on external capital it raised later, supporting its growth. In 2020, the company inaugurated its first physical store, marking its entry into offline retail and firmly investing in an omnichannel strategy.
Rapid growth, especially after the marketplace launch, enabled the company to raise larger funds subsequently and accelerate its evolution to become a unicorn in 2021. In a period of strong consolidation in the furniture and decoration market, the company inaugurated the country’s first Furniture Development Technology Center and expanded its physical stores. Investments in both initiatives exceeded R$ 100 million.
Moreover, MadeiraMadeira made acquisitions, expanded its product range, including sectors like electronics, and launched its own brand, which now accounts for a significant portion of the group’s revenue. These investments were pivotal for the company’s growth and strengthening its position in the market, contributing to increased market share and sales nationwide.
DEEPLY ROOTED IN PARANÁ
The fact that MadeiraMadeira was founded in Paraná and chose Curitiba as its headquarters has significant impacts in various areas. Firstly, the company contributes to the local economy by creating direct and indirect jobs in the region. This not only strengthens the job market but also promotes economic development in the surrounding community.
Additionally, MadeiraMadeira plays a crucial role in projecting Paraná as a hub of innovation and entrepreneurship. Its presence in Tecnoparque, a municipal fostering program, illustrates this commitment. The program offers benefits such as reducing the tax rate from 5% to 2%. By joining this program, the company not only showcases its involvement in innovation but also contributes to generating more jobs in the city, strengthening the technological and business ecosystem of the region.
In addition to its rapid growth as a unicorn valued at over US$1 billion, MadeiraMadeira can benefit from the specific characteristics of the region it operates in. The company highlights committed labor, logistical infrastructure, and local strategic partnerships like Iguanafix (furniture assembly), Itrack (delivery monitoring), and Bulky Log (logistics). The proximity to suppliers and integration with the local community are positive factors favoring the company’s ongoing success.
In this context, the company has already reached approximately 5% of Brazilian households, serving over 3 million customers in the last twelve months. With over 500 active partners, the company generates more than 200,000 orders per month, extending its presence to over 119 cities and, through BulkyLog, catering to over 5,000 municipalities nationwide.
