Founded in 1957 in Franca, in the countryside of São Paulo, Magazine Luiza began as a small gift shop called “A Cristaleira.” This marked the beginning of a story built by Luiza Trajano Donato and her husband, Pelegrino Donato, who from the start were guided by values such as honesty, respect, and simplicity. Over the decades, Magalu has grown into one of Brazil’s largest retail platforms, with technology, innovation, and inclusion at its core.
Today, Magalu is a complete ecosystem that connects millions of people, small businesses, industries, and communities. With total sales of R$65 billion in 2024, 72% of which came from e-commerce, the company employs around 37,000 people, operates in 917 cities, and serves 37 million customers. Its network includes 1,245 physical stores, 21 distribution centers, and 175 cross-docking hubs, in addition to a robust digital operation.
1,245 physical stores
20 states
21 centers
Magalu’s evolution has followed a series of strategic cycles. The company has gone through the cycle of expanding across the Brazilian countryside, the cycle of entering the São Paulo market and consolidating itself as one of Brazil’s leading retailers, the cycle of gaining scale and regional reach through acquisitions, and the cycle of digital transformation. All of these have been completed. Since 2019, Magalu has entered a new phase — positioning itself as a digital retail platform and building an ecosystem that helps thousands of other businesses enter the digital world. This current cycle is anchored in four interconnected platforms: Ads, Cloud, Fintech, and Logistics.
In addition to its strategic pillars, Magalu encompasses a broad portfolio of retail brands that strengthen its ecosystem and diversify its offerings. These include Netshoes, Zattini, Época Cosméticos, Estante Virtual, KaBuM!, Consórcio Magalu, and Canaltech. Each of these businesses enhances the customer experience by offering products and services in categories such as sports, fashion, beauty, technology, books, and financial services.
The marketplace — one of Magalu’s main growth engines — reached R$19 billion in sales in 2024 and connects over 350,000 sellers. Initiatives like Parceiro Magalu have enabled small retailers to go digital, expanding their access to training tools and business opportunities in the digital environment.
Throughout 2024, Magalu reaffirmed its commitment to the sustainability agenda and expanded key socio-environmental impact initiatives, including diversity and inclusion, entrepreneurship, packaging, renewable energy, and reverse logistics. This effort earned the company a place — for the third year in a row — in B3’s Corporate Sustainability Index (ISE).
With a long-term vision and under the leadership of Frederico Trajano since 2016, Magalu remains committed to its mission of democratizing access to goods and services in Brazil. Its core values — “customer first,” “hands-on approach,” “ownership mindset,” “people who care about people,” and “simplicity with innovation” — continue to guide the company in its pursuit of inclusion, innovation, and relevance in the Brazilian digital economy.
