Promart Brand Guidelines: Intercorp’s Peruvian Home-Improvement Chain, Opened in 2011

A home-improvement chain born inside a shopping mall.

Promart Homecenter opened its first store on 29 September 2011, inside the new Real Plaza shopping centre on Avenida Guardia Civil, on the edge of Lima’s Chorrillos and Surco districts. The trade site Perú Retail reported the opening the next day: the mall was the twelfth in the Real Plaza chain, then described as part of the Grupo Interbank, and its first stage paired the new home-improvement store with a Plaza Vea supermarket from the same group.

The chain was a new venture for the group behind Interbank, the bank at the heart of what is now called Intercorp. In 2011 Perú Retail set out how Promart meant to enter a market where two chains were already established: Sodimac, of Chile’s Falabella group, which it described as competing on low prices, and Maestro, then owned by Enfoca, which focused on trade specialists. From the start it promised a one-year guarantee on all its products and offers with the Oh! card of Oechsle, the group’s department store.

The company behind the stores is Homecenters Peruanos S.A., the name given in the footer of its website, which also says Promart is part of Intercorp. Promart is an Intercorp retail chain, alongside Oechsle; it is not one of the businesses of InRetail Perú, the group’s listed retail holding, whose segments are food retail, pharmacies and shopping malls, according to InRetail’s own investor site and a 2018 LexLatin report.

Big boxes, builders’ yards and paint counters.

Promart’s stores are large. In August 2025 Gestión reported that Promart had reopened its store at Real Plaza Piura after a remodelling that took it to more than 10,000 square metres, with an enlarged materials yard, an Electrohogar zone for household appliances, a new tools section and spaces for construction professionals.

Its catalogue covers the whole house. When store number 37 opened at MegaPlaza Huaral, north of Lima, on 1 December 2023, Gestión listed building materials, organisation, decoration, paints and finishes, tools, furniture, terraces and lighting among its categories. A second store in Tarapoto, in the San Martín region of the Amazon, opened on 6 November 2025 in the Plaza Center mall; Gestión described a large materials yard, a tools showroom with more brands, a terraces area and a paint-tinting counter, across 6,400 square metres.

Behind the stores sits a distribution network. In the same February 2024 interview, Gestión reported three distribution centres: in Paita, serving the north; in Callao and Lurín, serving Lima and the centre; and at Matarani, serving the south. The chief executive said that “next to a Promart there is almost always a Plaza Vea or Makro,” and that the chain was working with the group’s supermarkets on shared transport and supply. She also described a business-to-business channel serving builders, distributors, industry and service firms, with more than 12,000 clients, and a website that was becoming a marketplace for home improvement.

The chain’s own pages name a Club Pro programme for trade customers and a “Venta empresa” service for companies, and it still states a one-year guarantee on its products.

Retail and documentation.

Colombia, Peru and Argentina have large retail chains that grew from a single shop into national networks, and most of them present themselves first through their formats. A company’s own pages usually set out its hypermarkets, supermarkets, discount stores, department stores, home-improvement centres and pharmacies as separate banners, each with its own name and fascia. In Colombia, Olímpica’s formats were listed in 2024 by El Heraldo as supertiendas, superalmacenes, superdroguerías and droguerías, while Grupo Éxito runs the Éxito and Carulla banners and the Viva shopping centres, according to Spanish Wikipedia.

Own-label ranges carry much of the identity inside the shop. Grupo Éxito sells its own clothing labels, People, Arkitect and Bronzini, El Colombiano reported in March 2024, and Olímpica has private labels across supermarket, textile, appliance, technology and home categories, according to El Heraldo. Seasonal campaigns, printed leaflets and anniversary promotions are published on the chains’ websites next to store finders and online shops.

Ownership is part of the story, and it often crosses borders. Grupo Éxito passed from the French group Casino to the Salvadoran Grupo Calleja through tender offers that closed in January 2024, according to the company’s own filing, and in March 2026 its Argentine subsidiary agreed to hand twelve stores to the Patagonian chain La Anónima. Several Peruvian chains belong to wider groups, and each guide here names the owner with the date a source gives.

Corporate pages fill in the rest: founders and founding dates, stock-exchange listings and investor filings, and the family holding companies behind many of the chains. This guide sets out what can be checked about each brand from dated press, registers and the companies’ own filings, and keeps company descriptions marked as the company’s own word.

From Lima to Guayaquil and Quito.

Promart’s first store outside Peru opened in the north of Guayaquil, Ecuador, to the public on 15 December 2023, the Ecuadorian magazine Vistazo reported in March 2024. Gestión described a store of about 8,000 square metres with a 1,500-square-metre builders’ yard, the “patio constructor,” and 6,500 square metres of sales floor. Vistazo named the Ecuadorian group Adelca as one of its local partners, and quoted the head of Promart in Ecuador as saying its main customers were homeowners and tradespeople who come in almost every week.

A year later the chain reached the capital. The Quito newspaper Primicias reported in December 2024 that the first Quito store, of 7,500 square metres, was opening on 11 December, with racking more than four metres high, a paint-mixing centre, an advice area for builders and construction professionals, a sales area for companies and a building-materials yard, plus a showroom for the board maker Edimca, which cuts and edges wood panels for customers. Primicias also reported that Promart sells its own brands alongside international and local ones, among them Orange, used for floors, bathrooms, kitchens, decoration and terrace furniture, and that some own-brand goods are imported from Peru while others are made for it by firms in Ecuador.

The chain has also faced the consumer regulator. In November 2023 Gestión reported that the consumer-protection chamber of Indecopi, Peru’s competition and consumer agency, found Homecenters Peruanos responsible, in second and final instance, for not giving shoppers relevant information — such as memory, operating system, processor and year of manufacture — on 124 smart televisions sold through its website. The chamber fined the company and ordered it to show that information on all its smart-television listings. The complaint had been brought by a consumer association.

Store counts move quickly. Gestión reported 37 stores in Peru in December 2023, with San Juan de Lurigancho and Huaral the most recent, and the chain has opened further stores since, including the second Tarapoto store in November 2025.

For a design guide, Promart shows how a home-improvement chain can be built inside a group’s malls, beside its supermarkets and on the same loyalty card. Compare Oechsle, the Intercorp department store whose card Promart accepted from its first day, and Plaza Vea, the group supermarket that opened beside the first Promart. For this guide we use a workshop orange, a slate and a plaster tone with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Promart’s identity on hand — save it to a board in the Made Good inspiration library.