Brazilian manufacturers believe collaboration can boost exports
By Powell Slaughter -- Furniture Today, April 7, 2002
BENTO GONALVES, Brazil — International buyer attendance has been a major focus in recent years for show organizers at Movelsul, and 2002 marked another step in the right direction for promoting exports of Brazilian furniture.
Buyers from 52 countries attended this year's edition, up from 41 at the last show in 2002. And while Brazilian industry figures indicate that overall furniture exports fell 1% to $510 million last year, shipments to the key U.S. market rose almost 35% to over $155 million.
"We've been even more interested in the United States because of the economic situation in Argentina," said Jefferson Bertolini, president of Movelsul 2002, and sales manager for kitchen and ready-to-assemble manufacturer Bertolini. "We're redirecting sales to the United States, Central America and Europe."
He points to ever-increasing capacity and manufacturing technology, good labor rates and a favorable currency exchange rate as reasons for long-term optimism among Brazilian companies looking beyond the Mercosul countries.
"Not only are many companies developing different designs specifically for the export market, they're designing different products for different countries," Bertolini said.
There's also a growing spirit of cooperation among Brazilian manufacturers looking to export, and Bertolini said more companies are realizing their real competition is other source countries, not each other.
Since Movelsul takes place every other year, the show has more time to fine-tune programs such as the International Buyers Project to attract new business, he said.
"We work hard for two years organizing and directing the show, and we benefit from the fact that all our show organizers come directly from furniture companies," he said. "The show is run by people who have a direct interest in what goes on here."
Movelsul also is exploring cooperation with organizers of the higher-end Salão do Móvel Brasil, an annual show in Gramado, an hour and a half away by car.
"We have already started negotiations with Gramado's organization to see if we can have one or two days overlap with Movelsul for the 2004 show," Bertolini said. "If we can join our power, we can offer more to both foreign and Brazilian buyers. More and more you have to work together."
Promóvel, the public-private effort to increase Brazilian furniture exports, is looking to the Tupelo market as a good venue for introducing lower-priced product to potential U.S. customers. The Tupelo market, in fact, had a booth at Movelsul to encourage more participation.
Pedro Paulo Pamplona, executive director of Promóvel, said he's considered a permanent showroom at Tupelo for Brazilian exhibitors. But several companies indicated they were fine with temporary space, noting a permanent Tupelo showroom would land-lock the size of the Brazilian presentation.
"We also are looking for U.S. investment in the Brazilian furniture industry in the form of joint ventures," Pamplona said. "This would lead to technology and management exchanges, and advice on U.S. consumer preferences."
| Brazilian manufacturers share this laboratory, part of the Furniture Technology Center in Bento Gonçalves. The center conducts testing, researches machining and product development, and educates young people for careers in furniture design and manufacturing. |
| This contemporary, Asian-flavored table and seating group is a collaborative effort among furniture manufacturer Masisa, aluminum door source Cinex, door and storage systems designer Hettich, and finish supplier Sayer Lack. |
| Bertolini |
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Movelsul exhibitors look to build U.S. ties
Apr 7, 2002 -
Brazilians carving out export niche
Aug 24, 2003
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