Máquina de Vendas is the second biggest Brazilian retail company, only behind the Grupo Pão de Açúcar. The company was founded on March 29, 2010 as a result of the merger of retailers companies Insinuante from State of Bahia

Bahia

Bahia is one of the 26 states of Brazil, and is located in the northeastern part of the country on the Atlantic coast. It is the fourth most populous Brazilian state after São Paulo, Minas Gerais and Rio de Janeiro, and the fifth-largest in size...

 and Ricardo Eletro based on State of Minas Gerais

Minas Gerais

Minas Gerais is one of the 26 states of Brazil, of which it is the second most populous, the third richest, and the fourth largest in area. Minas Gerais is the Brazilian state with the largest number of Presidents of Brazil, the current one, Dilma Rousseff, being one of them. The capital is the...

. The Group has 900 stores in operating in 301 cities of 23 States and the Federal District

Brazilian Federal District

The Federal District is set apart for Brasília, the capital of Brazil. Located in a region called Planalto Central, or Central Plateau, the Federal District is divided in 29 administrative regions. Brasilia - place where the three branches of the Federal Government are located - is the main...

. Máquina de Vendas has the leadership of retail appliance and furniture in the Brazilian Northeast and Minas Gerais - regions of origin of their trainers. The companies offering 4.5 thousand items in it sales channels and 20 thousand items in its e-commerce websites.
The control of the holding company will be shared, with each party with 50% stake.

Now the Insinuante and Ricardo Eletro are the brands of holding Máquina de Vendas. Insinuante will be the brand predominant in the Northeast and North of the country while Ricardo Eletro will be used in the Midwest and Southeast.

In June 2010 the Holding merged its operations with City Lar, a retail company focused in sales of furniture and electronics based in the states of Mato Grosso

Mato Grosso

Mato Grosso is one of the states of Brazil, the third largest in area, located in the western part of the country.Neighboring states are Rondônia, Amazonas, Pará, Tocantins, Goiás and Mato Grosso do Sul. It also borders Bolivia to the southwest...

, Mato Grosso do Sul

Mato Grosso do Sul

Mato Grosso do Sul is one of the states of Brazil.Neighboring Brazilian states are Mato Grosso, Goiás, Minas Gerais, São Paulo and Paraná. It also borders the countries of Paraguay and Bolivia to the west. The economy of the state is largely based on agriculture and cattle-raising...

 and the Brazilian Northeast and in July, 2010 merged with Eletro Shopping a retail company based in Recife that operates in Brazilian Northwest.

The main competitors of Máquinas de Vendas are Grupo Pão de Açúcar, Magazine Luíza

Magazine Luíza

Magazine Luíza is the third largest Brazilian retail company by revenue and stores , after Grupo Pão de Açúcar and Máquina de Vendas. The company was founded in 1958 and its headquartered in Franca in State of São Paulo...

, Lojas Americanas

Lojas Americanas

Lojas Americanas is a Brazilian retail chain founded in 1929 in the city of Niterói, Rio de Janeiro, by Austrian Max Landesmann and Americans John Lee, Glen Matson, James Marshall and Batson Borger...

 and Carrefour

Carrefour

Carrefour S.A. is an international hypermarket chain headquartered in Levallois-Perret, France. It is one of the largest hypermarket chains in the world...

.

Insinuante and Ricardo Eletro

Before the merger, Ricardo Eletro was in fifth position in the ranking of the largest retailers in Brazil. It was founded in 1989 and owned 268 stores in states of Minas Gerais, São Paulo, Rio de Janeiro, Espírito Santo, Sergipe, Alagoas, Bahia, Goiás and Federal District.

Already Insinuante began operating in 1959 and owned 220 stores in all Northeast states, and states of Rio de Janeiro and Espírito Santo.

Brands

• Ricardo Eletro - 268 stores
• Insinuante - 260 stores
• City Lar - 200 stores
• Eletro Shopping - 110 stores