Industry boosted by Brazilian government
By Furniture Today Staff -- Furniture Today, September 23, 2001
SAO PAOLO, Brazil — SAO PAOLO, Brazil — While furniture is one of 16 industries that the Brazilian government is actively promoting to the world, it's already got a headstart.
"It's one of the first industries we've been working with because the opportunity is huge," said Dorothea Wernick, executive director of APEX, the federal agency to promote exports. "So far the results have been good, and we have already learned a lot."
Wernick, whose role is equivalent to that of the Secretary of the U.S. Department of Commerce, said it's been encouraging to see how Brazilian furniture exports have grown, from $485 million in 2000 to US$600 million projected this year. "And we still have a lot of room for growth," she said, pointing to a target of $1 billion for 2002 and $3 billion in 2004.
In financing an export initiative such as Promovel, in partnership with Abimóvel, the Brazilian association of furniture manufacturers, APEX intends to make exporting easier for Brazilian factories. This effort includes providing training on how to export, facilitating the paperwork and regulatory requirements and exposing producers to international markets.
For instance, Promovel recently sponsored a trade mission, sending two dozen factory owners and executives to the Tupelo market in August. "This is a very important part of the program," said Wernick. "Our companies have to go to the markets, not as exhibitors at first, but to learn about the different international markets and their needs."
Promovel also brought a similar number of international buyers to Fenavem, a furniture trade show held here in August. Fenavem, along with Movelsul every other year and Salao do Movel in March, is one of the larger of nearly two dozen Brazilian furniture trade shows.
Werneck believes the industry must identify or create a market for international buyers. "It will be much better to have one or two fairs for exporting," she said.
While much of the Brazilian product currently exported to the United States is built to suit promotional price points and looks, Werneck wants the industry to create a Brazilian design school. "That is how we will build our overall value to the international markets," she said.
"We know that some buyers will tell us exactly what they want," she added. "But at the same time, we are trying to create a Brazilian identity in the world of design just as the Italians have done."
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