Interview with Pedro Vargas, director of international projects of the Forum of Renowned Spanish Brands
From September 18 to 23, the Forum of Renowned Spanish Brands organized a reverse mission of Emirati companies and prescribers of the contract channel to show the facilities and products of seven Spanish brands.
We interviewed Pedro Vargas, director of international projects of the Forum of Renowned Spanish Brands, to take stock of this commercial mission.
What assessment do you make as organizers of this reverse trade mission?
Pedro Vargas: “The balance is quite positive. It was not the first time that the Forum had organized a reverse mission of this type and the balance is quite positive, both due to the comments of the companies and the prescribers, who have been quite happy and impressed by the companies visited.
We started in Barcelona visiting Roca and ended in Almería visiting Cosentino and along the way we have visited companies such as Keraben, Gandía Blasco, Andreu World, Actiu and Fama. We have visited facilities, showrooms, factories, production centers... we have learned how they work, etc., and we have had work meetings.
And taking advantage of the fact that it was Habitat fair in Valencia, happy because there was a lot of business atmosphere, many companies, many buyers, we took the opportunity to organize a round table in collaboration with the Design Capital of Valencia, because we thought it would be interesting to take advantage of the fact that we had professionals who work in the Emirates with this sector so that they could analyze the keys to what is important for a Spanish company that wants to do business in that region to know. What is fundamental for them, what is important when making decisions, choosing certain furniture, materials, etc. We were also happy because there was a good turnout from the public and many questions, they were very interested in the topic.”
From the conversations you have had with companies, what impression do you have of these Emirati prescribers? Are there possibilities of doing business in that Middle Eastern country?
PV: “The first thing is that they were companies that were already present (in the region). Which is important for them, that a company to work there has the capacity to provide quick service, to have advice, continuity. Some have showrooms, others do not, but all have the capacity to work in the area.
Some have already received their first orders in less than a week. These prescribers directly came with projects in which they needed suppliers and they came with the expectation that if they saw something that they liked to include in their projects and that was the case. For hotels of the Hilton chain that are going to be built in Saudi Arabia, quotes and some orders are already being requested from the brands that have been visited and others are already planning to travel there in the coming weeks. Business was done immediately.
Another of the Emirati companies, specialized in furniture retail, just next month opens in Qatar, in Doha, the largest shopping center in the world and is going to open a furniture showroom and came with a very clear mind about placing orders of these companies to include them in their showroom.”
How does the UAE client value the Spanish company that works in the contract sector? Is there a Spain brand?
Reporter: “Among professionals, yes, it is perceived as a high-value piece of furniture that has a good value, which can compete very well with any other country. Italians have a lot of design but Spanish furniture is already at those levels, it provides very high levels of quality and is very competitive in terms of costs, service they give you, seriousness, etc.
I think this trip has served to confirm this and even to leave impressed with some things, seriousness, technology, that they did not expect to find. Many explained that they had already made similar trips to France, Italy, and other countries, and that what they found here far surpassed what they had seen from competitors elsewhere. These are very modern companies, with advanced technology, and a strong focus on sustainability. They emphasized the importance of sustainability in their projects throughout the region—not just in the Emirates, but also in Saudi Arabia and Qatar—where it is fundamental. Almost all their clients require projects to have a BREEAM certification and need suppliers that meet these sustainability criteria. They were pleasantly surprised to see that brands like Actiu and Fama were heavily involved in this area and have extremely high sustainability standards.
Does the Forum of Renowned Spanish Brands have any other meetings or missions in perspective, both for the contract group and other sectors, in the coming months?
PV: “Within the contract group we do many activities a year, both nationally and internationally. In fact, just the week before this mission we were in London organizing an event with local prescribers; and in a few weeks we will have an event with architects, interior designers and prescribers in Barcelona, at Casa Seat. And in November we have a working meeting with the contract group to decide the 2023 activity.”