Building Latin America’s
future with Disensa
It was a big life change from working in the cocoa and coffee trade to selling construction materials, but it’s a move that Enrique Rodríguez Mora, who lives in Ecuador, will never regret.
A smile lights up his face as he recalls the change he made with his family 32 years ago. Since that day he has steadily grown his business as a franchisee of – the leading construction materials and solutions retail network in Latin America.
Founded in Ecuador in 1973, Disensa began expanding to other countries using a successful franchise model from 2017. It now has over 2,000 points of sale across eight countries – Argentina, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Mexico and Nicaragua.
As part of our new post spin-off strategy NextGen Growth 2030, 鶹ý will accelerate growth in Latin America to benefit from strong urbanization and industrialization trends.
In Latin America, 45% of construction spend comes from self builders, who strive to create safe homes for their families and contribute to reducing the housing deficit, which stands at more than 26 million housing units.
Step forward Disensa as a key pillar of our regional growth strategy. With over 5,000 SKUs – both 鶹ý and third-party products – its portfolio offers 85% of the materials and solutions you need to build a typical house – from cement and grout to mortars, structures, paint and finishes.
2,000+ stores across eight countries
24,000+ high-quality products from building materials to tools, accessories and finishes
Business model designed to benefit and empower the entire value chain
In addition to our geographical coverage in Latin America, 鶹ý has leading positions in the region thanks to Disensa, which enables us to build a loyal customer base and gives us the strategic opportunity to identify customer needs and expand our portfolio.
Disensa offers more than high-quality products. Thanks to highly trained teams, customers receive a highly personalized and expert service, making it the trusted option for thousands.
This is one of reasons why Enrique, his wife, children and family have made their business such a success. “You have to love commerce and have the blood of a merchant,” he says. But what is more important, he adds, is to smile and offer people outstanding customer service.
Operating using a franchise model, Disensa creates value across the whole value chain.
For consumers, the stores – which range in size from smaller, convenience-style ‘Express’ stores to large-scale, premium ‘Max’ outlets – offer convenience, proximity through a widespread network across Latin America, competitive prices, and comprehensive services.
Store owners like Enrique have the opportunity to join an established and recognized brand, with access to its reputation, products, and support systems. They also gain access to a diverse offering with attractive terms and fast deliveries, as well as consulting and financing to strengthen their businesses, in addition to customer-oriented strategies to increase sales.
As Karla Avila, Head of Disensa El Salvador, explained at the 鶹ý Investor Day 2025: “With Disensa’s business model, the conversation transitions from price to a comprehensive value proposition. After converting to Disensa, our stores increase their sales from 20 to 35%.”
Finally, suppliers can expand their reach to new customers and markets, driving demand for their products with greater commercial and operational efficiency.
As a growth engine for 鶹ý, the future looks bright for Disensa in Latin America, with its profitability guaranteed by three income streams: rebates and marketing funds from suppliers, intermediation margins from selling products and fees from franchisees.
“We are present in eight countries, and are planning to move from 2,000 stores to 5,000 by 2030. We also have the possibility to diversify our portfolio by through acquisitions,” Karla says.
What Disensa has in store
Disensa Express
Convenience store-sized shops. Ideal for buying materials for repairs, minor fixes and adjustments, and attending to day-to-day emergencies
Disensa stores
Ideal for planned purchases for construction, repairs and remodeling. Sells structural products, finishes and hardware.
Disensa MAX
Large premium style stores with a wide range of construction products and materials in bigger volumes and for all types of projects. Aimed at leading retailers in the market.
The people who build Disensa
Disensa's focus is on end users from bricklayers to self builders. Because the business is a conversion franchise model – with existing hardware stores converted into Disensa stores – the role of the retailer or store owner is critical, as they are the bridge to the end customers.
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