Creative contemporary gets spotlight in Porto
By Susan Pantaleo -- Furniture Today, March 31, 2008
Porto, Portugal — How can you not enjoy a business meeting that starts with a double cheek kiss instead of a handshake?
In February, the Export Home exhibition here was a wonderful opportunity to meet the warm, welcoming people of Portugal as well as view the newest design trends from Portuguese manufacturers. Almost 30,000 visitors attended the show, which featured furniture, fabrics, floor coverings and art manufactured in Portugal.
While the majority of buyers were from neighboring countries, the event organizers would like to attract more international business, especially from the United States. Portugal has a history of successfully exporting textiles to the U.S. market, and is now focused on increasing its presence in the furniture sector.
During the show's opening session, Fernando Rolin, president of the Portuguese Wood and Furniture Industries' Assn. (aimmp), described a 10-step program for companies looking to enter the U.S. market.
"Portuguese manufacturers won't go to the U.S. trying to sell just some furniture: they will participate on a trade mission (in early April), organized by aimmp, to get detailed information on what are the American trends and tastes, so that afterwards they are able to offer exactly what will be demanded by that specific market, and be successful in their approach," said Rolin.
There is a great deal of interest in participating in U.S. markets, with some concerns about the value of the dollar and how the American economy will impact the price of products, he added.
Another challenge was addressed by Stephan Morais, CEO of Temahome. Morais feels that import manufacturers have a difficult time differentiating themselves at High Point and Las Vegas markets. He would like to see floor space assigned by category or quality as is done in Milan and Cologne. That approach has offered European manufacturers some level of protection over lower-quality imports that the United States does not have.
"If you put everything in the same bag, you hurt yourself and your buyers," said Morais.
Temahome, the leading exporter of Portuguese furniture to this market, is currently stocking furniture in two U.S. warehouses for prompt delivery. A factory tour during the show demonstrated their innovative manufacturing technique, which is designed to reduce shipping costs.
In a further attempt to stand out in the U.S. market, Temahome has added a new limited-edition line of products created by leading designers.
On the design front, this year's Export Home Show was dominated by contemporary designs. When more traditional style was addressed, it was with refreshing clean lines and creative finishes.
Some of the key trends shown in Portugal are very compatible with American design, including:
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Black and white, often in positive-negative patterns.
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Violet as the single most important color, in every tint, tone and shade imaginable.
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American cherry in medium tones.
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Detailed cabinet interiors with contrasting color and materials.
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Graphic patterns with a 1970s-ish flower child vibe.
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Wall storage units with flexible compartment arrangements.
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Dimensional and reflective finishes created by metallic weaves and printed glass.
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Faux leather with embroidered patterns in matching or contrast color.
