Export groups aim to help
By Thomas Russell -- Furniture Today, March 10, 2008
High Point — Many Brazilian manufacturers have found themselves in a sales slump as a result of the continuing strength of the Brazilian real against the U.S. dollar.
But many of these same manufacturers also are finding support in trade organizations that help promote their products in the United States. Two such organizations are the Brazilian Furniture Project and Brazil Pine Furniture.
The Brazilian Furniture Project represents a partnership between Apex-Brasil, the Brazilian Trade and Investment Promotion Agency, and Abimovel, the Brazilian Furniture Manufacturers Assn.
The project includes some 202 furniture companies looking to boost business in the U.S. and other markets.
The organization has made inroads by establishing showrooms in both High Point and Las Vegas.
"Our focus is geared toward international trade shows, buyers' projects and global research, all in an effort to improve Brazilian furniture exports," said Joao Araujo Pinto Neto, manager of the Brazilian Furniture Project.
He believes that the participating companies are making strides in design and pricing that makes them more competitive in the global marketplace.
"Quality, productivity and service are now at their highest level ever," he said.
That's a message Neto and others want to convey, particularly in light of the strength of the real.
"The biggest challenge Brazilian solid-pine furniture manufacturers face this year is how to expand business in light of the unfavorable exchange rate and the increased competition from other countries," said Rodolfo Leiton, U.S. sales manager for Brazil Pine Furniture.
Brazil Pine Furniture was formed two years ago as the marketing and sales arm for four producers of promotional to lower middle-priced pine case goods in the southern Brazilian state of Santa Catarina. The group has a showroom at the Las Vegas Market.
Along with teaming up for show space, these companies share hardware and finish suppliers and the services of the Brazil Pine Furniture to help market their products in the United States.
"Overall, it's a very responsible group of factories that differentiate themselves by offering great service, on-time shipments and replacement part service for volume orders," said Leiton.
The factories also help each other out by helping to fill orders if any one source is booked to capacity. While each has unique style specialties such as rustic, contemporary and traditional, they can match finishes and product specifications, Leiton said.
"They are competitors, but at the same time, they are friends," Leiton said. "There is a lot of teamwork."
With about 80% of its sales to Europe, Brazil Pine Furniture is looking to grow its U.S. sales. To accomplish that, it is on the lookout for new importers and distributors.
"Brazil Pine Furniture was created to develop the U.S. market," Leiton said, noting the group's lines are produced with sustainable, environmentally friendly woods grown in managed forests. We are very confident we can offer quality product at a good price."
