The Politorno company, from the state of Rio Grande do Sul, in southern Brazil, closed a deal

for selling bookcases, racks and writing desks to a distributor in the United Arab Emirates. The contact was made at Index, the Middle East’s biggest trade show for furniture, which started on Tuesday (7) and will end on Sunday (12) in the Emirates.

Marina Sarruf, special envoy*

Dubai – Politorno, a bedroom, office, living rooms and kitchen furniture manufacturer from Rio Grande do Sul, the southernmost Brazilian state, has closed a deal with a distributor from Dubai, in the United Arab Emirates. The Brazilian company is going to export 500 units of furniture. The deal was closed at Index, the biggest furniture and decoration trade show in the Middle East, which kicked off on Tuesday (07) and will end on Sunday (12). “This is our second time at Index. We are willing to concentrate our exports in that region,” said sales supervisor Rosana Pasini.

Politorno began exporting to the Arab market last year, after attending Index. “We already export to Dubai and Lebanon, but we do not have a fixed distributor yet,” claimed Rosana. According to her, some 30% of the company’s output is foreign market-oriented, going to over 20 countries. “Presently, the Arab countries account for a small portion of our exports, but they have great potential,” she said.

The main products exported to the Arabs are writing desks, bookcases and racks. “Our product lines are designed for small environments, for which there is a good demand in the Arab world,” according to Rosana. She explains that the company’s new customer generally buys furniture from China, but is looking for options of quality products. “Our difference regarding the Chinese product is quality, finishing, colour variety and design,” she said.

Besides Politorno, the other companies in the 1,200-square-metre Brazilian pavilion are making good contacts in their own right. Many sold most of their sample pieces on the second day of the trade show. One such example is Originalle Cristais Di Murano, from the southern Brazilian state of Santa Catarina, which brought 130 crystal items, including vases, centrepieces, candlesticks and various ornaments. “Only ten items have not been sold yet”. The large and gold-plated pieces were the ones that pleased the Arabs the most,” said commercial manager Marcos Cavalli.

This is the company’s debut at the trade show. The pieces showcased at the stand range from US$ 25 for a paperweight, to US$ 550 for a vase. “We have made some exports to the Arab market, but we are seeking a steady client,” Cavalli said. The company produces some 1,500 pieces a day and exports 5% of its output, mainly to Europe, the United States, South America and Angola.

The stands for high-end decoration and upholstered furniture companies have already sold many items as well. Formanova, for instance, sold its two dining room sets, consisting of a table and eight chairs each. “Had we lowered the price a little more, we would have already sold everything,” said export manager Karina Botelho.