Geovana Pagel
São Paulo – Every year, more Brazilian producers dedicate themselves to taking the brand, style, and design of Brazilian furniture to international consumers. Sector export rose 32.5% in the first quarter of this year, in comparison to the same period in 2003, rising from US$ 84.8 million to US$ 116.3 million.
This was the largest growth registered in the period by any of the 27 export sectors studied by the Foreign Trade Secretariat (Secex). Florense and Saccaro Móveis, both from the southern state of Rio Grande do Sul, are examples of success of the Brazilian furniture sector in important markets, like the European and US.
Florense, from Flores da Cunha, has 50 branches in Brazil, a chain of 22 international distributors, among them Distribution Centre in Atlanta (USA) and franchises in Uruguay and Paraguay.
The company had revenues of around US$ 33 million in 2003, 5% greater than the previous year. Now they are getting prepared to conquer new markets with the modern design of their office and kitchen furniture.
Markets
"Florense is interested in prospecting new markets, like the Arab," stated Gelson Castellan, the company vice-president.
He stated that Florense operations outside the country started shyly in 1982, and are now becoming consolidated. The Mercosur countries, for example, answered to around 30% of revenues.
"Florense is also expanding on the US, Canadian, Puerto Rican, and European markets," explained Castellan.
The main company export is office furniture. "But kitchen and bedroom furniture is also gaining importance," he stated.
With a 72,000 square-metre industrial unit, Florense employs 750 people, and another 2,000 people work in their franchise chain of stores.
One of the company strategies to stay in evidence on the international market is participation in fairs. From June 14 to 16, for example, they are going to exhibit at NeoCon, in Chicago (USA). "It is the largest office furniture and equipment fair in the United States, and Florense has been participating in it for 12 years," stated the executive.
Modern, yet artistic
On the market for 50 years, Saccaro Móveis, another producer from the Rio Grande do Sul mountain range area, invests on the foreign market, betting on technology and modernization, in an artistic process.
On the foreign market, Saccaro furniture, made out of natural fibre and welded aluminium, is found in multi brand stores in seven countries, and the plan is to have entered 12 by December.
The company recently entered Chile and the United States through 20 wholesalers. Their points of sale in Punta Del Este, Uruguay, and San Francisco, USA, are exclusive stores.
Company president João Saccaro forecasts revenues of around US$ 10 million by the end of the year. Company export, according to him, should have 100% growth in 2004, and should consume between 10% and 12% of company production.
Prospecting
"New markets are being analysed throughout the Americas. The United States will receive special attention, as the possibilities there are so large. Our furniture is being greatly sought in that country as our prices are so competitive," he stated.
Saccaro recently created its Export Department, with the objective of increasing sales to the Americas; South (Bolivia, Uruguay, Paraguay, Chile, Peru, and Argentina), Central (Mexico, Costa Rica, Puerto Rico, Panama, and the Dominican Republic), and the United States.
In the area of technology, the company is going to invest around US$ 575,000 in the purchase of new machinery to increase productivity.
The Saccaro industrial park installations of 15,000 square metres, in an area of 100,000 square metres. The company, which has 230 employees, produces 680 items that may be purchased in various different finishing options; wood, natural fibre, synthetic fibre (for external areas), and various options in cloth.
With regard to foreign trade, Saccaro is also optimistic. "The figures show a 15% growth in store sales, and 20% in corporate business," finished off Saccaro.
Contacts
Florense
Tel: (+5554) 228-5003 attn. Alamo
www.florense.com.br
Saccaro
Tel: (+5554) 283-8000
www.saccaro.com.br
