MadeiraMadeira acquires Casatema, in its third acquisition

The acquisition will boost MadeiraMadeira's Private Label strategy and offer an even greater portfolio of products to customers


This week, MadeiraMadeira, one of the biggest furniture brands online, announced its third acquisition: Casatema, an online retailer of children's furniture. The first acquisition was the logistics startup Itrack Brasil, followed by purchasing the home services platform IguanaFix.

The deal comes to boost the company's Private Label strategy (furniture made by the company), in addition to offering a complete product portfolio to customers.

Casatema, founded in 2011, is a DNVB (Digital Native Vertical Brand), a brand born digital that works with exclusive designs of children's and baby furniture, one of the largest in the segment, with more than 1400 proprietary products. In addition, the company also has the Themes and Rooms brand in Florida, United States.

"Casatema is a company with mostly Private Label sales, and the acquisition, planned since last year, reinforces MadeiraMadeira's strategy in this business model, in addition to other initiatives in the same vein, such as the creation of the technology centre and the focus on our own manufacturing", explains Carlos Eduardo Baron, Unicorn's CFO.

According to MadeiraMadeira, the Casatema brand will be maintained, along with its employees and founding partners Leandro Varela, Marcelo Gejer, Jorge Diego and Nádia Varela, who will become partners of MadeiraMadeira." We will work on a more scalable format from a business point of view.

In addition, the idea will be to concentrate MadeiraMadeira's offers for children and toddlers in this new channel and expand the product mix for this segment", concludes Leandro Varela, Casatema's CMO.