Brazil Furniture Group revamps showroom, expands product line

HIGH POINT — Case goods manufacturers Renar and Rotta are expanding their product mix through marketing company Brazil Furniture Group this coming April market with a new collection and new standalone bedrooms that showcase the capabilities of Brazil in solid wood furniture.

Made with solid pine, the introductions will be shown in the company’s recently renovated 12,000-square-foot showroom at 243 S. Main St. with this market representing the companies’ 25th year showing in High Point.

Forest Lane is a 30-piece collection featuring bedroom, dining and occasional furniture. A signature piece in the collection is an 80-inch live-edge table that is shown with two benches and a buffet. The table retails for $699. In addition, there are bedrooms featuring beds and companion case pieces also made with solid pine along with cocktail and end tables.

This live-edge bed is among Brazil Furniture Group’s offerings in the bedroom segment.

The company also is showing 10 standalone bedrooms including six from Rotta and four from Renar. Representing a variety of designs, these too are made with solid pine and retail from roughly $999 to $1,599 for a bed, dresser and mirror. These new sets bring the bedroom mix to an estimated 100 inline bedrooms in a variety of finishes and styles — from rustic casual to minimalist and modern — across both the Renar and Rotta lines. Platform, all-wood queen beds with complete wooden slats start at $449 retail.

Diorani Ferraz, company export sales manager, told Home News Now the company’s price points place it in a competitive position, particularly for similar solid wood furniture.

The Carpentry dining set by Brazil Furniture Group

“We are promotional solid wood furniture, but I think there is a space for us,” he said.

In addition, he noted that the manufacturers have a vertically integrated model from the harvesting of wood from some 15,000 acres of managed forests to the processing, assembly and finishing of wood parts into fully assembled furniture.

“It is a fully integrated operation,” he noted. “That way you can control the quality.”

He also said that Brazil remains competitive not only in pricing and production capabilities, but also in its proximity to the U.S. market that allows product to be made and shipped to the customer in roughly 60 days. The company also offers mixability on a container, allowing retailers to purchase multiple sets and categories within the line.

“Brazil is for sure an alternative,” said company President Ilton Rotta. “A friendly country and a near-shore option.”

At market, customers can learn more about the product line and see the mix in a newly redesigned space that features a new entrance and new layout of its different product categories.

For more information on the company and its products, visit

Thomas Russell

Home News Now Editor-in-Chief Thomas Russell has covered the furniture industry for 25 years at various daily and weekly consumer and trade publications. He can be reached at and at 336-508-4616.

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