Hobbit style magic
Catarina Araújo
The internationalisation of Laskasas and the "Portugal" brand
Celso LasCasas
CEO of Laskasas
For an entrepreneur like me, internationalisation is a logical, almost inevitable step. But in the Laskasas Group, and in many other brands in the sector, there is an extra motivation that takes us further: to establish the "Portugal” brand as a benchmark on an international level.
For many years, the strongest association with quality furniture was Italy, something that happens in many other areas. National design has always been very influenced by those trends, but that’s changing.
At Laskasas, for example, the design team is a major focus. Whether in hiring more designers, implementing new production techniques, or the constant visits to fairs, originality is increasingly becoming a more striking differentiating point in Portuguese furniture.
By creating this unique identity, customers, from professional and to end customers, all over the world are starting to look not only for the brand because of the brand, but also because of the recognition of the Portuguese origin, which guarantees quality and unique design. For 2021, we estimate a revenue of 7 million euros in the exclusively B2B export area, with the establishment of trusted connections with professionals in 54 countries and the opening of showrooms from Moscow to Punta Cana. As for end customers – Laskasas’s strong point in Portugal and an indelible part of our DNA -, they are the next big thing on the path to internationalisation. The project for an international online shop is already at an advanced stage and projections indicate that it will reach €2 million in sales by the end of 2021.
In each of these decisions, these investments and the success of each of the projects, there is the desire to represent Laskasas throughout the world as a Portuguese brand that demonstrates the best that made in Portugal can bring. The aim is that, at every international fair that Laskasas attends - in Paris, Milan or the United States - the Portuguese flag next to our logo, more than just being a source of pride for me, also grabs the attention of passers-by, something that elevates us.
For many years, the strongest association with quality furniture was Italy, something that happens in many other areas. National design has always been very influenced by those trends, but that’s changing.
At Laskasas, for example, the design team is a major focus. Whether in hiring more designers, implementing new production techniques, or the constant visits to fairs, originality is increasingly becoming a more striking differentiating point in Portuguese furniture.
By creating this unique identity, customers, from professional and to end customers, all over the world are starting to look not only for the brand because of the brand, but also because of the recognition of the Portuguese origin, which guarantees quality and unique design. For 2021, we estimate a revenue of 7 million euros in the exclusively B2B export area, with the establishment of trusted connections with professionals in 54 countries and the opening of showrooms from Moscow to Punta Cana. As for end customers – Laskasas’s strong point in Portugal and an indelible part of our DNA -, they are the next big thing on the path to internationalisation. The project for an international online shop is already at an advanced stage and projections indicate that it will reach €2 million in sales by the end of 2021.
In each of these decisions, these investments and the success of each of the projects, there is the desire to represent Laskasas throughout the world as a Portuguese brand that demonstrates the best that made in Portugal can bring. The aim is that, at every international fair that Laskasas attends - in Paris, Milan or the United States - the Portuguese flag next to our logo, more than just being a source of pride for me, also grabs the attention of passers-by, something that elevates us.
