DESIGNED BY PORTUGAL INVADES JAPAN

With a presence at Interior Lifestyle Tokyo that goes back to 2008, Portugal merges creativity and quality in an offer where the European aesthetics and the “made in Portugal” are the key to recreate ambiances, from the kitchen to the bedroom, without forgetting the living room, the bathroom and even exteriors, such as the garden. In this edition there are 16 Portuguese brands, among the newcomers Bom Dia, dp, Fateba/Teresa Alecrim and Finera, the ones repeating the 2013 edition – B. Sousa Dias, Cedit-Tec, Graccioza, Lasa, Portus Cale and Seed Concept –, the ones that are returning after a short absence, like TMCollection, and the ones that are already “habitués”, such as Burel Factory, Bi-silque, Lona, Carvalho and Costa Nova. 

Although being for the first time in this trade fair, Bom Dia has behind it a history of over 80 years weaving terry fabrics, with a work based on creativity, knowledge and competence. The same happens for three decades with Fateba/Teresa Alecrim, which reinvents in each season the art of dressing the house.

Also with a comprehensive offer, from bed to bath, Finera debuts at Interior Lifestyle Tokyo, but Japan is not an unknown market for the brand. «We expect to increase our clients portfolio and turnover in the Japanese market, never forgetting our positioning, based on the recognition of the quality and excellence of our products and of the brand Finera», explains the international sales director Gil Macedo. Ranges of embroidered towels, coordinated with bed linen, are part of the brand’s bestsellers, which also promises many innovations, «both in the designs of the new jacquard collection and in the broad range of baby’s articles», he adds.  

After its success in the last edition, B. Sousa Dias returns with «a selection of the current developments, following world trends and design in home textiles. The main range in the spotlight is the bath towels one, complemented with accessories and decoration pieces», unveils the president Manuela Dias.

At Cedit-Tec, digital printing is the star of the Triplettes project. «The realization of this project is painting in its different artistic expressions, applied to the textile universe», says Sónia Seixas. Using the potentialities of this revolutionary printing technique upon voiles, satins, taffetas and serge, it constitutes a concept of service focused on customization and designed for the Japanese market, «since it is more open to innovation and individuality».

The bath linen, with the rug in the spotlight, of Graccioza elevates design and luxury to another level, as well as the offer of Seeds Concept, that mixes, in its bedspreads and table towels, different jacquard techniques and textures, social and environmental concerns.

Lasa, on its side, leaves its signature around the entire house. «We are convinced that the market study that we made was complete and that we are going to show something that will be accepted in terms of design and quality. We are also sure that in terms of price/quality/product/service, we are on the right track», states the export manager Casimiro Lemos.

Already known and renowned in the Japanese market, Burel Factory is still presenting new decorative potentialities for this traditional Portuguese fabric, 100% wool, with original combinations of textures, patterns and colours, while at Carvalho, a brand created in 1925, are the terry fabrics of towels, bathrobes and bath mats which are at the spotlight, following the most recent fashion trends.

At TMCollection, the Portuguese soul is reinterpreted in each new proposal. «Both areas, home and fashion, transmit Alma Mater in the autumn-winter 2014/2015 collection, with a homage to the Portuguese embroideries of the Northern Portugal», says marketing director Fábia Campos. «Since this is our fourth visit to the market, we hope to reinforce our image, to increase the loyalty of our clients and broaden our retail net with the support of a local distributor», she points out.

Lona surprises in this third participation at Interior Lifestyle Tokyo, adding to its usual home, garden and beach collection, based on canvas fabric, «new products in our handpainted stoneware line», announces the administrator Joaquim Pinto, who is optimist about this bet «to consolidate and increase our market share in the Japanese market». 

Stoneware is also the chosen material of Costa Nova, which transforms it in simple or sophisticated lines, in a collection this time focused on the concept “The contemporaneous tradition” to reinforce its presence in this market that already knows so well. «The acceptance of our collections is excellent in department stores, boutiques and, more recently, in hotels, in the medium/high and high segment», unveils commercial manager Carlos Ruão.

In furniture, the debut of dp is the Portuguese novelty in this edition, with «simple pieces with different possibilities of use», explains client relations Carolina Diniz. «What we want to highlight is the flexibility and versatility of simple elements that, when combined, allow a multiplicity of uses», she underlines.  

Portus Cale, on its side, promises perfuming Japan even more with soaps, candles and diffusers of the range Portus Cale Aqua, guided by its sea allusive designs. «We believe that this range will be very successful in this market, where our clients tend to appreciate softer and fresher fragrances», sustains commercial director Marta Araújo.

The Portuguese pavilion is complete with the innovative proposals of memoboards by Bi-silque. «New forms (Hexa range) and materials such as glass (magnetic glass boards) inspire our memoboards for 2014/2015», says key account manager Carlos Saraiva, who also highlights that «the cork ranges and environmental-friendly products, recycled and recyclable, maintain their strong path on the Japanese market». 

The participation of these 16 Portuguese companies at Interior Lifestyle Tokyo, which takes place June 4th - 6th, is an initiative promoted by Associação Selectiva Moda with the support of European funds (Qren), under the project From Portugal. This project includes more than 65 international actions planned for 2014, which cover the entire textile and fashion chain, divided by four continents – Europe, Asia, Africa and America – with a total investment of EUR 9 million.