by Association has recently formed partnership with Brazil furniture manufacturers seeking opportunities to serve the kitchen and bath segment in the US
HIGH POINT — In recent weeks, we’ve addressed the kitchen and bath segment as a key part of the home and one that obviously calls for specific fixtures and furnishings. RH called attention to this recently through initiatives involving its Waterworks division, particularly as it seeks to meld the segment with its physical retail locations.
As a publication that covers the home, we’ve also been on the receiving end of newsworthy developments from the National Kitchen & Bath Association, which has an estimated 50,000 members across North America, representing a wide range of industry talent from retailers to kitchen and bath cabinet installers.
The association is worth watching as it’s also had a presence at the High Point Market aimed at educating marketgoers of its programs and initiatives, while also helping the industry understand and appreciate the design opportunities the kitchen and bath bring to the home.
For many, the idea of kitchen and bath is unconnected to furniture as it’s largely made up of things like sinks, baths, toilets, appliances, fixtures and quartz countertops, to name several. But there’s also a furnishings component in cabinetry and storage units for the bathroom as well as things like kitchen islands and companion seating for the kitchen.
It’s here where the NKBA can forge powerful relationships with the industry that can benefit both designers and retailers alike, including those retailers that have begun to incorporate elements of kitchen and bath furnishings onto their floors or websites.
This all came to mind with a recent announcement that one of Brazil’s largest furniture associations had joined the NKBA’s Global Connect program.
For those not familiar with Global Connect, the program provides international organizations the information and intelligence they need for companies to successfully do business in the North American market. This includes access to design and lifestyle trends helping companies navigate consumer style preferences and the design aesthetics that complement how they live today.
This is not an easy task given the number and diversity of consumers in the marketplace. But having an organization that helps overseas providers become part of the solution for consumers is instrumental in fulfilling the needs of the market.
The association that recently joined NKBA is Sindmóveis, the Furniture Association of Bento Goncalves, Brazil, located in the country’s most southern state of Rio Grande do Sul. Founded in 1977, today the association represents about 300 companies that manufacture furniture and furniture components for the residential, hospitality and commercial sectors.
“The organization offers support to its members and helps encourage growth for the sector through political and commercial activity, program development as well as union representation,” the NKBA said in a release announcing the partnership. “It is also focused on design and exports, which it considers essential for sustainable growth in the sector.”
In addition, NBKA stated, Sindmóveis organizes Movesul, one of the largest trade fairs for the furniture industry in Latin America taking place this year Feb. 17-20 in Bento Goncalves.
“Sindmóveis is one of the preeminent trade associations in all of Latin America, and we are delighted to welcome them to NKBA’s Global Connect initiative as a Strategic Alliance Partner,” said Bill Darcy, global president and chief executive officer of NKBA. “This outstanding organization will contribute greatly to helping facilitate a meaningful dialogue among international business entities. Global Connect fosters a greater understanding of the nuances of conducting business internationally, particularly for global companies that wish to explore entry into the North American market. NKBA is committed to increasing opportunities for our members to connect with international firms, and to providing the tools for companies around the world to do business here.”
The move also is a sign that furniture companies in Brazil are seeing opportunity in the kitchen and bath segment thanks largely to their collective design and manufacturing capabilities.
On a trip to southern Brazil a year or so before the pandemic, I got to visit some of these manufacturers as well as representatives from the association, who obviously had a keen interest in serving the U.S. market. A key takeaway was manufacturers’ use of technology, including 3D room development tools intended to help consumers visualize furniture in specific rooms, while also highlighting the manufacturers’ product development capabilities.
Their partnership with NKBA signals the Brazil furniture industry is looking to further increase its competitive position by finding ways to furnish the kitchen and bath areas of the home.
Are there opportunities for residential furniture companies in the U.S. to do the same? Given the design and manufacturing capabilities here and with manufacturing partners around the world, perhaps the time is right for the industry to consider these opportunities as well in cases where it hasn’t already.
Editor’s note: As this was about to be published, NKBA announced that it was showcasing a number of European exhibitors as part of its NKBA Global Connect programming at the Kitchen & Bath Industry Show 2025 taking place from Feb. 25-27 at the Las Vegas Convention Center. The association said that the international pavilions at KBIS are sponsored by governments and trade ministries from various countries including Germany, Italy, the UK, and Brazil. It also noted that the Pavilions, along with individual international exhibiting brands, have the opportunity to participate in Global Connect Spotlight presentations on behalf of their brands or industry associations. Global Connect Spotlight presentations take place in the Global Connect Lounge, #SL1113, the international hub in South Hall. For more information on KBIS 2025, click here.
