Portuguese brands unite to target China's high-end design market

Twelve Portuguese furniture and decoration brands are collaborating to target the high-end market in China. By presenting a unified front, these companies aim to achieve greater scale and navigate the country's ongoing real estate crisis.

The collective exhibition, titled ‘Not a Love Story — A Journey Through Portuguese Contemporary Design’, is currently hosted at the Cimen Mall in Shanghai and will run until October 7. The showcase features a variety of products, including organic-shaped lamps, porcelain, cork, and textiles. Participating brands include Serip, Carolim, Porcel, Cockburn's, Abyss, Habidecor, Costa Nova, Delta, Cutipol, Herdmar, Vista Alegre, and Healsi.

Representatives from the Portuguese Agency for Investment and Foreign Trade (AICEP) in Shanghai noted that the scale of the Chinese market makes collective action essential for individual companies to succeed. The initiative has facilitated direct contact between the Portuguese brands and Chinese distributors and importers.