Stylesight is a team of seasoned and accomplished industry insiders whose extensive careers traverse the fields of fashion design, trend analysis, forecasting, reporting, merchandising and apparel manufacturing. They understand the business of fashion and fashion as a business. We met them last April at the Milan show where they interview our Marketing Manager Fabio Scala. Here is the complete article:
Profile: TemaHome
TemaHome is a Portuguese interior furnishings company that strives to provide the best in contemporary design to reflect the individuality of their customers. TemaHome was established in 1981, at a time when Norwegians and Portuguese united to form the "Portuguese Norema", which united Scandinavian technology with Iberian design. Their slogan "Living Your Dreams" expresses their mission to provide modern designs for a contemporary lifestyle. TemaHome offers three distinct lines including: Essence – which features modern designs for everyday solutions, Style – focusing on detail-oriented design, and Trends – their most exclusive line. Led by CEO Stephan Morais, TemaHome's team of talented designers aims to deliver products to customers who enjoy even the smallest details in life and who are not afraid to create interior spaces that reflect their personality.
(Fabio Scala, TemaHome's Marketing Manager)A. The company was established in 1981 as a joint venture between Portuguese and Norwegian investors. Initially, the idea was to combine Scandinavian technology with fine Portuguese craftsmanship. Over the course of the years, the company has supplied many of the world's largest retailers such as IKEA, which resulted in a constant increase in manufacturing technology. The company!s ownership changed several times over the course of its history and
included some of the most respected investment companies in Europe. In 2006, with the arrival of our current CEO, Mr. Stephan Morais, the ownership became 100% Portuguese. The new CEO brought a strategy focused on design excellency and brand recognition. The brand name TemaHome was born and the company began to work with the top names in Portuguese design while also developing its own team of internal designers that encompasses the best
young talents in the country.
Q. How would you define the design aesthetic of TemaHome?
A. In two words, minimalist design. While we have a Scandinavian heritage due to the company!s foundation, our creations present a clear line that can both dictate the style of a room or blend in just as well with an urban-chic setting. Our designers are very passionate about their creations and are obsessed with the idea of delivering products that will fit the everyday lives of our customers.
Q. TemaHome has an interesting group of international product and interior designers - how does this unique team ensure and reflect the mission of TemaHome? A. Our mission is to become a global brand in a globalized world. Our challenge however, is to keep the same strong identity that made us a favorite among consumers in all the 45 countries we do business in. The essence of our identity lies on our enthusiastic group of designers; not every professional can adjust to an Asian mentality in the morning and re-touch something for the US market in the afternoon. Ultimately, our eclectic group of professionals ensures that the products bearing the brand name TemaHome are appreciated across the world.
Q. What are some of the strategies that TemaHome uses to combat these tough economic times? How does TemaHome reinvent itself or invigorate its product assortment? A. While the global crisis is certainly taking a toll on every company in our industry, our current management team made a name for itself by finding the silver lining in every breakpoint situation. We understand that everyone is affected by the economy and therefore, both consumers and retailers rapidly became more selective of their everyday choice. Our answer to this was to create a number of actions that place TemaHome at the forefront of our clients! minds. By aggressively communicating with the end-consumer, we were able to spark a subtle demand for our products in stores in every key market. Next, we introduced a gallery concept that promotes the sale of complete solutions (rather than single items), placing our brand name at a strategic position in stores and making the system so aggressive and appealing to the stores that, as we have been told, they became unrivaled in the marketplace.
Q. How does TemaHome hope to inspire and influence the global interior design market? A. Above everything, all of us at TemaHome are passionate about design and fine living. Every time we see a product feature in a magazine, at a friend's house or at a reference store in a foreign country, we feel a sense of accomplishment that is second only to our will to be part of contemporary living. In 2008, we introduced a line of rugs to our collection. Now, in 2009, we venture into the area of lighting and accessories with the introduction of the LEAF light fixture and the AURORA mirrors to complement our hit bedroom sets. Our goal is to deliver complete solutions that breathe and represent lifestyle. We are in love with fine living and our pledge is to deliver choices to individuals sharing this passion all over the world.
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