Consul

For more than 60 years, the Consul brand has been part of Brazilian homes. It began in 1947, when Consul Carlos Renaux asked two auto repairmen — Guilherme Holderegger and Rudolf Stutzer — in Brusque, Brazil, to repair his new kerosene-powered refrigerator. The mechanics had never seen such a device. To learn how it worked, they had to dismantle the refrigerator and put it back together piece by piece. This experiment set the stage for the launch of the first Consul brand appliance in 1950.

Today, Consul brand appliances are found in nearly 60 percent of Brazilian homes. Consul brand products are designed to make life a little easier for families so their lives are more enjoyable. The brand translates consumers’ needs into relevant products that are reliable and easy to use.

Expanding further into adjacent businesses, in 2010, Consul brand introduced small, compact water purifiers that can be installed and maintained by consumers as well as a microwave — with three indicator levels — that eliminates the need for consumers to determine their own cook times or power levels. The Consul brand also introduced three new vacuum cleaners, expanding its presence in the vacuum cleaner segment.

By bringing more convenience to everyday life, the Consul brand continues to see growth in new categories, like air conditioners, and is creating powerful new connections with consumers.