Eletronic devices & home appliances in Brazil M&A Movements Analysis¶
M&A Movements¶
Based on the available information for 2024 and 2025, a notable M&A movement in the Brazilian electronic devices and home appliances value chain is Telefônica|Vivo's acquisition of Samauma, the company behind the i2GO brand of electronic accessories. This transaction, valued at BRL 80 million, involves Vivo's wholly-owned subsidiary, Terra Networks Brasil, acquiring 100% ownership of Samauma. The final purchase price is contingent on certain operational and financial targets being met. Although the transaction was not fully completed as of the report in March 2025, the agreement had been signed.
Samauma, founded in 2012, generated BRL 65 million in revenue in 2024 and possesses a portfolio of smartphone and electronic accessories under the i2GO brand, with a presence in over 20,000 points-of-sale across Brazil. This acquisition is seen by Vivo as a way to strengthen its presence in the market for smartphone and electronic accessories and is part of its broader strategy to expand its consumer product offerings and create deeper relationships with consumers. Vivo plans to position the i2GO brand alongside its existing OVVI-branded accessories range, aiming for a complementary coexistence in terms of portfolio and market positioning.
Historically, mergers and acquisitions have played a significant role in changing the ownership landscape of Brazilian industry, including the consumer electronics and telecommunications equipment sectors, often reinforcing the share of foreign capital. These movements, alongside investments in new plants, have been a response to expanding demand and increasing competition. M&A activity in the broader consumer products and services industry in 2024 and the outlook for 2025 suggest a trend of companies using M&A for transformation or to capitalize on fast-growth opportunities, with distressed assets and brands in consumer electronics potentially presenting opportunities.
Impact of M&A Movements¶
The acquisition of Samauma by Vivo has a direct impact on several stages of the electronic devices and home appliances value chain in Brazil:
- Product Manufacturing & Assembly (indirect impact): While Samauma's focus is on accessories, the acquisition by a major telecommunications and connectivity player like Vivo could indirectly influence the types of accessories demanded and potentially integrated with their core offerings (smartphones, connected home devices), thereby slightly influencing manufacturing and assembly priorities for compatible products.
- Distribution & Wholesale: The acquisition immediately grants Vivo access to Samauma's established distribution network and presence in over 20,000 points-of-sale. This significantly enhances Vivo's reach for electronic accessories, leveraging Samauma's existing relationships with various retailers and potentially integrating them into Vivo's own distribution channels.
- Retail & Sales: The most direct impact is felt at the retail level. Vivo gains the i2GO brand and its broad portfolio of accessories, which can be sold through Vivo's existing retail stores and online channels, as well as maintaining and potentially expanding through Samauma's established points-of-sale. This increases competition in the electronic accessories retail segment and provides consumers with more options, potentially influencing pricing and product availability. It also supports Vivo's strategy of expanding its consumer electronics business beyond core telecommunications services.
- After-Sales Services (potential indirect impact): While primarily focused on the sale of accessories, a larger installed base of i2GO products resulting from increased distribution through Vivo's channels could indirectly lead to a higher demand for after-sales support and repair services for these accessories over time.
- Overall Value Chain Dynamics: This M&A movement signifies a trend of convergence, where companies from related sectors (telecommunications) are integrating forward into the electronic devices and accessories retail space to capture more value in the chain and build deeper customer relationships. This can lead to increased vertical integration or strategic partnerships between different stages of the value chain. The focus on electronic accessories also highlights the growing importance of complementary products in driving revenue and customer loyalty within the broader electronics market.
| M&A Movement | Value Chain Stage(s) Impacted | Nature of Impact |
|---|---|---|
| Vivo acquires Samauma (i2GO) | Distribution & Wholesale | Expansion of distribution network and points-of-sale access for electronic accessories. |
| Retail & Sales | Increased product portfolio (electronic accessories) available through Vivo's channels and existing i2GO points-of-sale; Increased competition in the accessories retail segment; Support for Vivo's retail expansion strategy. | |
| Product Manufacturing & Assembly (indirect) | Potential indirect influence on demand for compatible accessories and related product development. | |
| After-Sales Services (potential indirect) | Potential increase in demand for repair services for i2GO accessories over time due to a larger installed base. | |
| Broader M&A Trends (2024-2025) | Various | Potential for further consolidation, strategic acquisitions for growth or transformation, opportunities in distressed assets, focus on technology integration (AI), and increasing importance of ESG considerations in deals. |
References¶
- Brazil's Vivo accessorises with Samauma purchase | M&A - TelcoTitans.com. (2025, March 19). https://telcotitans.com/telcos-and-deals/brazils-vivo-accessorises-with-samauma-purchase/
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- 2025 Top Global M&A Deals - Imaa-institute.org. https://imaa-institute.org/mergers-and-acquisitions-2025-deals/
- Looking Back at M&A in 2024: Dealmakers Adapt as the Market Idles | Bain & Company. (2024, December 12). https://www.bain.com/insights/looking-back-at-m-and-a-in-2024-dealmakers-adapt/
- Capstone Partners & IMAP Release 2024-2025 Trends in Global M&A Research Survey:. (2025, February 6). https://www.prnewswire.com/newsreleases/capstone-partners--imap-release-2024-2025-trends-in-global-ma-research-survey-302055288.html
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- Impacts of horizontal mergers on dual-channel supply chain. https://www.researchgate.net/publication/364083137_Impacts_of_horizontal_mergers_on_dual-channel_supply_chain
- Brazil Home Appliances Market Analysis | Industry Trends, Size & Forecast Report. https://www.mordorintelligence.com/industry-reports/brazil-home-appliance-market