Allied is a company that sells consumer electronics, with a portfolio of 3,000 SKUs across more than 20 product categories. In the smartphone market alone, the company sells 1 in every 11 devices purchased in Brazil.
Operating in 3 sales channels – physical retail, digital retail, and distribution – Allied has a robust portfolio of consumer electronics, representing many of the leading brands present in Brazil, such as: Apple, LG, HP, Samsung, Motorola, Microsoft, etc.
Furthermore, Allied also acts as a representative for major brands like Google and Amazon Kindle.
Initially, Allied focused its efforts on importing mobile phones and electronic accessories, thus it was merely a retail company. However, this operational format lasted until 2010, the year in which One Equity Partners made a million-dollar investment in the company, leading to business expansion.
Among the main points of improvement brought by the investment, we can highlight:
Management of online stores for telecommunications operators;
Opening of the first retail stores for the Samsung brand in shopping malls in the states of São Paulo and Rio de Janeiro;
Innovation in products such as digital cameras, laptops, and video game consoles.
Between 2015 and 2018, Allied underwent several changes in its organization, of which we can highlight:
Its controlling stake was acquired by Advent International Corporation;
Creation of Mobcom, signaling Allied's positioning in online sales;
Acquisition of Wooza to invest in the development of systems for online sales channels.
In 2019, the company acquired 8 points of sale from Samsung. This allowed the company's operations to extend beyond the southeast region. Also in that year, SOUDI pagamentos emerged, which is a digital platform for offering financial products and services.
In 2020, it began the process of preparing for an IPO on B3, culminating in its IPO on April 12, 2021, raising 180 million reais.
