Flavio Maluf has been at the helm of Eucatex since 1997, guiding one of Brazil’s largest producers of building materials through over two decades of growth and innovation. As president of this industry leader in building materials, Maluf has consistently emphasized modernization—with digital transformation becoming a cornerstone of the company’s ongoing evolution.
“The evolution of technology companies and online services, and how you can use them in your business is something that catches my attention,” Maluf noted in a recent interview, highlighting his forward-thinking approach to integrating digital solutions into Eucatex’s operations.
Pioneering B2B Marketplace
Among Maluf’s most significant digital initiatives has been the launch of Eucatex’s B2B marketplace—the first of its kind in the flooring segment. This pioneering platform represents a fundamental shift in how the company connects with its commercial partners and end consumers.
The numbers speak to the platform’s success: Eucatex reports approximately 1 million website visitors annually and 65,000 monthly visits, most coming organically through Google searches. This digital storefront has become an essential channel for both marketing and sales.
“The power of marketplaces in the current economy is undeniable,” Maluf explained, acknowledging the undeniable power of online marketplaces in today’s economy. “The online shopping habit, which has intensified in recent years, only tends to grow, facilitating business expansion and enabling new strategies.”
Each representative gains a personalized login and password, allowing them to manage orders, inventory, and product catalogs digitally—streamlining processes that were previously handled through more traditional, time-consuming methods.
Enhanced Customer Experience Through Digital Tools
The marketplace goes beyond simple transactions, incorporating advanced visualization tools that allow customers to simulate Eucatex products in various environments. By implementing specialized filters and interactive features, the platform helps customers find exactly what they’re looking for among the company’s extensive product catalog.
Initially focused on São Paulo state, the marketplace has expanded to include southern states like Rio Grande do Sul, Santa Catarina, and Paraná. According to Maluf, plans are underway to extend the platform’s reach to the Central-West region before eventually covering partners nationwide.
This geographic expansion strategy demonstrates Maluf’s methodical approach to digital growth—ensuring logistics and fulfillment capabilities keep pace with the marketplace’s expanding footprint.
Data-Driven Decision Making
Maluf’s embrace of technology extends to internal operations as well. When asked about software tools that enhance productivity, he specifically mentioned the QlikView program for management reports.
“[I use it] to analyze business performance,” Maluf stated, highlighting how data analytics inform strategic decisions at Eucatex.
This focus on metrics and performance analysis reflects the broader digital transformation underway at the company—one that touches everything from production to marketing to executive decision-making.
Manufacturing Evolution Through Technology
The digital revolution at Eucatex isn’t limited to marketing and sales. Maluf has observed how technology is reshaping manufacturing itself: “more and more machines are gaining artificial intelligence, so there’s less interference from people.”
This integration of automation and AI into production processes marks another dimension of the digital transformation strategy, allowing for greater efficiency, consistency, and scalability in manufacturing Eucatex’s wide range of products.
Building Digital Relationships
Maluf recognizes that digital tools aren’t just about efficiency—they’re also about building stronger connections with customers and partners. The marketplace has become a way for Eucatex to gather valuable insights about consumer preferences.
“Our platform has the advantage of showing us better who the Eucatex consumer is,” Maluf noted. “And it’s this information that will help us develop products more assertively, analyze purchasing trends, and improve our processes.”
This customer-centric approach to digital transformation demonstrates how Maluf has positioned technology as a means rather than an end—a way to better understand and serve the market.
Looking Forward: Digital Innovation Continues
For Maluf, digital transformation isn’t a one-time project but an ongoing journey. As consumer behavior continues to evolve toward online purchasing, Eucatex’s digital strategy will likewise adapt and expand.
The marketplace initiative exemplifies what Maluf described as his constant questioning: “How can we work better? How can we minimize waste? How can we make the production chain more efficient?”
These questions have driven not only digital innovations but the creation of entirely new business lines that may become significant growth drivers for Eucatex in the future.
The Digital Advantage
Flavio Maluf’s digital transformation strategy has positioned Eucatex at the forefront of Brazil’s building materials sector. By embracing technology across all aspects of the business—from production to sales to customer experience—Maluf has ensured the 73-year-old company remains relevant and competitive in a rapidly changing marketplace.
As Eucatex continues exporting to more than 40 countries and expanding its digital footprint, Maluf’s vision of technology-enabled growth offers valuable lessons for other traditional industries navigating their own digital transformations. Under his leadership, Eucatex demonstrates that even well-established manufacturing companies can successfully reinvent themselves for the digital age—without compromising their core values of quality, sustainability, and innovation.
