4 PORTUGUESE BRANDS TAKING OVER THE SCANDINAVIAN MARKET

The Scandinavian market has been increasing in importance for made in Portugal companies. Above all as it is a sophisticated market, with a high demand for high-quality products. In this context, it is important for Portuguese companies to increase their visibility and reputation in this market, given the quality of their products. 

Burel Mountain Originals – Little Nothing – Mézë Mediterraneum – Nieta Atelier – are the four companies that make up the Portuguese committee led by Associação Selectiva Moda within the scope of the From Portugal internationalisation project.

Making its début in the Nordic market, the Little Nothing brand by Paula Castro will be presenting its products in two lines: an artistic and conceptual one, currently using silk, linen and porcelain, and a more commercial one, made with silver and some with gold-plated and oxidised silver, with organic shapes inspired by nature. “I wish to make my work known by the largest number of agents from the Nordic countries, including galleries, curators, collectors, stores, museums and others, and receive orders from countries and cities beyond Helsinki, where we already work with a small gallery”, explained Paula Castro. When it comes to the market, the expectations are positive, “I believe that the Nordic countries can be interesting markets, receptive and sensitive to the kind of work we carry out”, she added.

Participating for the second time at the event, Mézë Mediterraneum is taking its latest products to Formex. In addition to different types of MÈZË pots that allow for different types of dishes, produced in enamelled cast iron, there are basic cooking accessories, for storing and serving food, such as containers, cups and platters, or Mediterranean-inspired textiles and many specific accessories from the region, which is recognised worldwide for its good, organic and natural food. “Our first time at the event exceeded our expectations, and we therefore have positive expectations for this second edition”, said José Grilo, the company’s manager. 

Also making its début, Nieta Atelier is presenting its collection based on the culture of looms and Portuguese handmade textile traditions. “We wish to reinterpret textile traditions through contemporary geometric compositions, patterns and blends of many textures, ‘we reinterpret waste’”, explained Antonieta Durão, the brands product designer. For the Portuguese brand, this market has always formed part of the commercial strategy they outlined “the Nordic style, allied to the history of Portuguese looms, has played a part in the entire design process developed by Nieta Atelier. We wish to expand the Nieta Atelier brand internationally, promoting the upcycling – handmade - Portugal concept. We believe it is a market that will value our product, which is based on transforming waste that is considered useless and disposable, into new products with added value, with the main objective of transforming “waste” into unique design products, handcrafted and produced without consuming energy”, she added. 

The Formex trade fair is held twice a year, in January and August, and has around 900 exhibitors at each edition. This is the most important market in the Nordic market, and its last edition received around 25 thousand visitors. 

The participation of 4 Portuguese companies in Formex, is an initiative promoted by Selectiva Moda and ATP – Associação Têxtil e Vestuário de Portugal (Association of Textiles and Clothing of Portugal), which aims to promote the internationalisation of Portuguese companies in the fashion area. The From Portugal 2017 project is co-financed by Portugal 2020, under Compete 2020 - Operational Programme for Competitiveness and Internationalisation. The value of eligible support totals EUR 12,422,824.75 of which EUR 6,815,741.00 are provided by the European Union through the European Regional Development Fund.