Meet PARS: Distributor of Software
and Technology Solutions
PARS is a technology and software distribution hub with over 40 years of experience in the Latin American market. Founded in Rio de Janeiro in 1981, the company was created to connect global brands, reseller channels and businesses undergoing digital transformation.
Today, PARS is recognized for its nationwide operations, offering complete solutions in digital engineering, creativity, RevOps, infrastructure and cybersecurity, backed by the support and strength of Grupo SONDA, one of Latin America’s largest IT companies.
With technology, purpose and trust, PARS transforms how companies connect with the future.
With technology, purpose and trust, PARS transforms how companies connect with the future.
Our History
1981
PARS was founded in 1981 in Rio de Janeiro by Pedro Antônio Ribeiro da Silva.
It started as a family business distributing technology from major brands such as Adobe, Autodesk and HP, and built its track record on strong partnerships, long-term relationships and excellent technical support.
81
2012
In 2012, PARS was acquired by Grupo SONDA, Latin America’s largest IT solutions and services company, with a presence in 12 countries. This transition marked the start of a new corporate era, expanding its investment capacity and regional reach.
12
2016
Starting in 2016, the company underwent a sales transformation, adding new brands and expanding its sales team nationwide as part of a strategic move toward sustainable growth.
16
2021
In 2021, it established itself as a leader in integrating complementary solutions, creating vertical business units connecting technology and efficiency and reaching R$500 million in revenue.
21
2023
In 2023, it signed its largest contract with Banco Santander, providing Adobe Marketing Experience solutions, and launched a digital engineering and digital twins division.
23
2024
In 2024, PARS established a Growth team, opened a new office in São Paulo and reached R$1 billion in revenue, reaffirming its role as a leader in software distribution and technological innovation in Brazil.
24
The PARS mission is to facilitate digital communication and collaboration through integrated infrastructure and platforms, delivering efficiency and innovation that maximize customers’ return on investment.
Our vision is to lead technology and innovation in Brazil, driving digital connections between companies, brands and people.
Our values underpin everything we do:
- Innovation and efficiency in every project.
- Sustainability and governance across all operations.
- Collaboration and ethics as the foundation of relationships.
- Commitment and excellence in service and support.
By integrating global brands Adobe, Autodesk, Black Duck, Esri, HubSpot, OpenSpace, Red Hat, e-trust, Workato, Construct IN and AutomationEdge, PARS delivers complete, interconnected solutions: a true technology ecosystem that evolves alongside the customer.
Culture and Work Philosophy
PARS culture reflects its innovative, people-centered essence.
Here, creativity, autonomy and collaboration go hand in hand with a focus on results.
The work environment is relaxed and dynamic, valuing employee well-being and encouraging the exchange of ideas, continuous learning and collective growth.
This philosophy translates into consistent results and creative solutions, strengthening the connection between the people behind the company and customers who trust its expertise.
Where We Operate
Ready to turn
technology into growth?
Talk to our team and discover how PARS can accelerate your digital journey.
