Trela announced it was ceasing operations after failing to secure the next investment round; the official site said support would remain available until 2026-04-30.
SourcePublic company, workplace, funding, and market signals
Updated Jul 30, 2026
Trela was a Brazilian healthy-grocery marketplace and social-commerce startup that connected consumers to curated food suppliers, originally via WhatsApp group buying and later via an app and just-in-time distribution model. Public sources indicate it shut down on 2026-04-02 after failing to secure follow-on funding.
Primary product
Healthy grocery marketplace / online supermarket with curated direct-from-supplier delivery
Founded
2020
Headquarters
Belo Horizonte, Minas Gerais, Brazil
Team size
51-200
Work style
Remote
Industry
Technology, Information and Internet
Sub-industry
Foodtech / online grocery marketplace
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Offices
Business model
Stage
Series A
Total raised
$27.9M
Latest round
Series A · Mar 2022
Latest amount
$25M
Mar 2022 · SoftBank Group
Apr 2021 · Kaszek
Jan 2021 · Y Combinator
Leadership
Co-Founder & CEO
Co-Founder
Operations and Strategy Lead
Head of Warehouse Operations
Founders
Guilherme Alvarenga
Co-Founder & CTO
Investors
Mission-driven and curation-focused, with a strong ops/logistics orientation and remote-first work policy reported on public company profiles before shutdown.
Work style
Remote
Compensation
No public salary bands were found. Public employer-rating data on LinkedIn showed compensation rated 4.3/5 and career 3.7/5 before shutdown.
Pricing
Direct-to-consumer grocery marketplace with supplier fees, no intermediaries, and scheduled delivery; public coverage described average prices about 13% below market, with larger category-specific savings in some segments.
Differentiators
Technology
Customers
Competitors
Estimated revenue
$1M-$10M (public estimate; later company snapshots also showed about $1M annual revenue)
Trela announced it was ceasing operations after failing to secure the next investment round; the official site said support would remain available until 2026-04-30.
SourcePublic company/LinkedIn snapshot noted recent departures of the Head of Finance (Feb 2026) and Head of People (May 2026), suggesting senior-management turnover before the shutdown.
SourceTrela official site · Apr 2026
Official shutdown notice says the company stopped operations on April 2, 2026 after failing to secure follow-on investment; support remained available until April 30, 2026.
Exame · Apr 2026
Exame reported Trela ended operations after about five years because it could not secure the next round; it had served over 100,000 customers and worked with more than 400 suppliers.
PEGN · Oct 2024
PEGN described the pivot from WhatsApp group-buying to a verticalized app + distribution-center model, along with 600% sales growth over 12 months and retention above 30%.
InfoMoney · Oct 2023
InfoMoney detailed Trela’s direct-to-consumer pricing model, curated assortment, scheduled delivery, and average 13% discount vs. market prices.
Reuters · Mar 2022
Reuters covered Trela’s $25 million Series A led by SoftBank Group with participation from Kaszek Ventures, General Catalyst, and Y Combinator.