Who We Are
Tradition that evolves with time
Since 1966, Atlas has built a solid trajectory, becoming a reference in painting tools, construction products, and home accessories — in Brazil and abroad.
Innovation and closeness
Our leadership is sustained by a continuous commitment to quality, innovation, and strong relationships with professionals and consumers. We believe that listening to those who use our solutions is the key to continuous growth.
A structure you can trust
With factories in Esteio (RS), Canoas (RS) and Paulista (PE), along with strategic distribution centers, we ensure agility, efficiency, and presence in the main sales points across the country.
Excellence at every stage
We constantly invest in cutting-edge technology, modern processes, and team development, delivering practical, reliable solutions aligned with global market demands.
Atlas: more than five decades growing alongside those who build, paint, and transform.
Present in
of construction materials stores.
Over
points of sale.
We export to over
countries
Our History
2025
Expansion and modernization of the manufacturing plant/Headquarters – Esteio/RS.
Premium Toilet Seat Line – Atlas Home.
Acquisition of the tape factory in Canoas/RS.
Anamaco Award
Personality of the Year – Márcio Atz, General Director Atlas.
FBM Award
(Brazilian Marketing Foundation) Successors Project – Marketing strategies in the Matcon sector.
2024
Start of the LATAM Project.
Historic flood in RS.
2023
New positioning.
New positioning. The Atlas brand begins to serve the market with 03 new fronts: painting, construction and home.
Solutions in products and tools for construction professionals.
Accessories and utilities for the home, aimed at the female audience.
2021
Move to the new administrative building in the industrial park of Esteio/RS.
Launch of the POWERTECH line of power tools, with 4 models: 3 Sanders and 1 mixer.
2020
Relocation of Atlas Headquarters to within the industrial park of the InBetta group.
Launch of the online quotation platform Meus Pedidos Atlas.
2019
First international Exposhow at the Latin American Forum of the Construction Materials Market.
Launch of the professional Cage Frame AT550/23R. Accessory that ended the problem of gray residue in painting.
2018
Inaugurates the InBetta Atlas factory in Paulista/PE.
Consolidates two manufacturing plants in Esteio/RS, thus becoming the largest factory in the world for painting accessories under a single roof.
The company Primafer becomes a line of Atlas.
Launch of the first line of high-performance paint rollers in Brazil.
Begins to be called Atlas S.A.
2016
Atlas completes 50 years.
Launch of commemorative packaging with the anniversary logo.
2014
New and modern Distribution Center in Itapevi/SP.
Grupo Bettanin is now Inbetta.
2013
Begins a strong movement to expand the product line in decoration, cleaning, safety and other areas related to painting.
2011
Begins manufacturing brushes with special synthetic filament technology.
Opens its Distribution Center in São Paulo.
2008
Launch of Portal Atlas, a digital tool developed to deliver information and provide numerous services together with the commercial team.
2004
Launch of the first line of painting tools with rubberized and two-color handles in Brazil.
2001
Opens its first Distribution Center outside the state, in Recife/PE.
1993
Begins using thermofusion technology to manufacture paint rollers.
1988
Atlas adopts new plastic technologies to replace wooden handles.
1987
Atlas begins exporting its products.
1978
Opens its first regional sales office outside the state, in Rio de Janeiro.
1966
Atlas is launched to the market.
Units
Awards
Anamaco Award
Anamaco Magazine
Honors the industries recognized as the best in the construction materials sector.
Industry Personality
Director Marcio Atz
1st Place | Master Award
Paintbrushes, Rollers, and Painting Accessories
3rd Place | Spraying
Toilet Seats
Honorable Mention
Toilet Seats (Spraying Category)
Honorable Mention
Spraying and Key Accounts – Masking Tape
29th Best Product of the Year
Revenda Magazine
Awards the best products of the year by category.
1st Place
Imperial Short Handle Brush AT416ES
1st Place
PU Coated Glove AT1304
2nd Place
Premium Mesh Sanding Discs 150mm AT33
Top of Mind
Revenda Magazine
Top of Mind award based on research with retailers.
Most Remembered Company
Painting Accessories and PPE
ABRART
Brazilian Association of Paint Retailers
ABRART Award in the Paint and Coatings Sector.
1st Place
Painting Tools
2nd Place
Airless Painting Machine
Painter’s Journal Award
ABRAPP
The leading national award recognizing painters and companies in Brazil’s paint industry.
1st Place
Painting Equipment – Preparation
1st Place
Best National Painting Accessory
1st Place
Sandpapers and Abrasives
1st Place
Painting and Finishing Equipment
1st Place
Painting Equipment Personality
2nd Place
Painting Equipment Personality
1st Place
Brushes and Rollers Personality
2nd Place
Brushes and Rollers Personality
2nd Place
Best National Adhesive Tape
2nd Place
Best Construction Masking and Protection Tape
Show do Pintor Award 2025
6th Show do Pintor Award
Survey conducted with painters from all over Brazil.
Top Brazil Company
Prêmio Marketing Strategy MATCON
FBM
Award granted by the Brazilian Marketing Foundation (FBM), recognizing the best marketing strategies in the construction materials sector.
Education Category
2nd Edition
Atlas S/A is part of InBetta, a holding company with 2,600 employees and more than 4,500 products, exported to 50 countries, with 50 million units produced per month.