1. The business mainly operates in Brazil, with its core business being the online retail of home decoration products such as wallpaper, 3D wall panels, and decorative stickers. 2. In e-commerce, it is a retailer in a vertical niche (home decor), with competitors including other Brazilian online wallpaper stores and home improvement retailers. 3. The official website brand terms are "Inove Papéis de Parede" or "Inove".