Isaura Daniel*
São Paulo – The Egyptian Pharaohs are serving as inspiration for the creations of bedclothes producer Vila Flor. The company, which is small and is based in the city of São Paulo, started producing bed linens with embroidery inspired on the ancient Egyptian kings. The embroidery, in brown thread, is on un-dyed linen, so as to resemble a papyrus.
The idea was by the owner of Vila Flor, Paulo Diniz Afonso, who wanted to escape floral prints so as to attract the male public. The sheets are made out of percale. The embroidered linen is stitched onto the pillowcases. According to Diniz, the product may be found on the retail market for between US$ 75 and US$ 110, depending on the size.
The owner of Vila Flor stated that he intends to continue using Egyptian motifs, with new figures. The current product was developed around six months ago and, according to Diniz, has been greatly sought. "It was well accepted," he said. The businessman calls himself curious with regard to Egyptian themes, despite never having visited the Arab country. "I would like to go there," he says.
Vila Flor, which has its industrial unit in the Pari neighbourhood, was established seven years ago by Diniz himself. The company produces kits of sheets, eiderdowns, blankets and mattress protectors. Production totals around 5,000 items a month.
The products are sold at points of sale on all the Brazilian states and are turned mainly to upper class customers, in the A and B classes. The cheapest Vila Flor kit of sheets is sold for around US$ 40. One of the stores that sell the company products with Egyptian embroidery on it is the online Submarino store. This set of sheets is among the most expensive sold by Vila Flor.
The factory does not export yet, but, according to Diniz, plans to start. A date for the beginning of exports and target market have not yet been defined. The owner of Vila Flor plans to seek the assistance of the Brazilian Micro and Small Business Support Service (Sebrae) so as to start selling on the foreign market. Before setting up his factory, Diniz was a bedroom linen wholesaler.
Vila Flor
Telephone: (+55 11) 6692 3869
Site: www.vilaflor.neomarkets.com.br
E-mail: vilaflor@superig.com.br
*Translated by Mark Ament
