Paulo Antunes' taste for creative areas comes from a young age, but it is in architecture that we learn the rules of proportion
From understanding what beauty is and how to communicate through objects on a large and small scale, These are lessons that this Portuguese furniture and upholstery brand still maintains in the factory.
Em 1986 opened its first store, and today Paulo Antunes Furniture employs 40 people.
The taste for creative arts comes from a young age, but it is during his architectural training that he learns the rules of proportion and beauty. The entry into the world of furniture took place in 1986 in Amares, at a time when there was no competition today. Made curtains in addition to selling items, and contacted Yves Rocher. In this Interview we show you how everything has happened to date..
Today the Portuguese brand Paulo Antunes Furniture employs around 40 people, and we wanted to know and share how it started.
What is your basic education and how did you enter the world of furniture and upholstery??
The taste for creative areas comes from a young age, but it is in his training in Architecture, learning the rules of proportion, of the beautiful, and how to communicate through objects, on a large and small scale. The entry into the furniture world took place timidly in 1986 when I opened a decoration store in Amares. Even though geographical location doesn't make much sense nowadays, At that time, all national tourism in Gerês passed through the national route that passes through this place., and the supply of stores did not have the competition of those times. I combined my artistic and entrepreneurial spirit and started fighting for my project.
At that time, in addition to selling items, we also made curtains for customers., e us necessary with a lot of resale, especially for stores in the North of Portugal and Galicia. This work led to Yves Rocher contacting me to place a large order for fabric packaging for several items they were launching in 1990. Merchandising and articles of this type were not yet made in China, and an order of that size had great repercussions in a company the size that Paulo Antunes had, but it also brought with it great responsibilities, forced to rent a warehouse, just to respond in time to this project.
One day of packaging for shipping, the shipment was so large that when packing items outside the warehouse, at one point a German couple passed by in a caravan, who ended up pulling over and questioning what we were doing, and if we would be open to doing individual and poufs to their store”. They were one of the largest importers of flowers from China and had a resale company with a large impact in Germany. It ended up happening and becoming a very fruitful relationship for both parties and which continues today through the daughter, in a business model that follows the DNA of the parents.
From the moment it already "fillsva” houses with individual and poufs, for Paulo Antunes to create chairs was just the obvious step, followed by sofas, armchairs, furniture… and so on. When he noticed her, was doing exhibitions in hotels like the Ritz and in the year 2000 to exhibit at Exponor with brand and catalog products. The first international step took place in 2007, em Paris na Maison et Object. They were 21 years that from a modest store in Amares I took Paulo Antunes Furniture to the biggest stages of international design fairs, and although it wasn't what I planned at the time, attention to detail, the desire to grow and the good relationship with customers of this Portuguese brand, ended up guiding her to the path she follows today.
Was 2000 who created the Paulo Antunes brand. Where have you been, and who he collaborated with until this year?
I think the previous answer ends up answering this question a little., but since this first international step, products made in Amares have been used in several international countries and countless projects established in major hotel lines, with greater strength in Europe., but with a strong presence in Asia and America, despite the Paulo Antunes brand being present on all continents.
List 3 aspects that are absolutely essential at Paulo Antunes.
1 – Rigor 2 – Rigor 3 – Rigor!
I believe in “rigor” as a foundation of the DNA that makes the Paulo Antunes brand. Not from an inflexible point of view, but accuracy, in which what we offer are guarantees, whether in the quality of the product or in the experience that the customer will have from the moment they enter into a professional relationship with us. This relationship we value and want it to last.
We are sure that you have taken many turns and made mistakes many times., because only then can you build something of value. Is there an episode that marked you because it was bad and managed to transform it into more value, for the learning he brought you?
Over time there were several adventures from which I learned and grew, but I remember one of the most striking, and which still has an impact today, happened to a customer from Moscow.
An architect ordered solid oak wardrobes from Paulo Antunes that would be built into the attic of a villa he was designing for a client. Everything was sent in January and delivered in February. Shipping during the winter must not have helped what I’m going to tell you next…. When installing wardrobes, with the heat of Moscow houses (pay attention to this aspect, then, houses in Moscow are heated in such a way that it feels like summer here in Portugal) combined with the region's dry air, the wood cracked in several places, leaving the joints open.. At the end of July the customer complained. In October, I, a polisher and a carpenter were at the house fixing everything on site.
The client was amazed and insisted that we do everything that was needed for the project., and the architect was equally pleased so much that he became an “advocate” for our brand. In addition to maintaining loyalty and always turning to us, recommend us whenever you can, and this is essential in a market that requires trust like Russia. Paying for an order before it leaves a country on the other side of Europe, requires that you already have some presence or provide some type of guarantee, and this positive word of mouth from someone credible was essential for opening the Russian market.
From that episode it clicked and it is now one of our main markets for Paulo Antunes. An interesting aside is that we didn't have to go around looking for a local agent, After hearing this story from the architect, she insisted on working with our brands and with each passing year it is a market that has grown.
What I learned was to avoid solid wood as much as possible when it comes to projects in Russia, especially oak. And also that all services are important, what today is a small private project by an individual could tomorrow become something much bigger.
What is essential to create, set up and maintain a brand like Paulo Antunes, who cares about achieving the best?
When the well-being of the company no longer depends on just one person, the essential thing is clear objectives. When a project is ours, it is difficult to trust, pass folders and make it “part of everyone”. Everyone who created or has a company knows that it is just like a child, (Sometimes it requires even more attention) and we can't, nor should we entrust it to everyone. But there comes a time when, in order to grow, it stops being just our project and becomes a project of the collective., we no longer have 100% control of every small aspect, but we have people who fight for well-being.
In order for the whole “boat” to be in tune, the company’s culture must be created and nurtured., and communicate it in a succinct and clear manner. Just like a conductor I don't have to play all the instruments, but rather follow the agenda and keep time, ensuring everyone does their job. I don't believe it's something that can be done from one day to the next., and it is a journey that should take your time, just like we don't plant a seed today and hope to have apples the next day.
The team has to grow with the company and vice versa, in a sustainable way, making each employee a representative of the brand inside and outside working hours. And I say the same about the relationship with customers and Paulo Antunes’ presence in the market., This relationship must be supported by clear communication based on what are the foundations of a Portuguese brand. All brands with an international presence that last over time, they just get it, thanks to a well-rooted culture of the values that represent. This way, everyone involved with the brand is on the same page, from the small supplier, to the creative, to the end customer.
We would love to know which Paulo Antunes Furniture sale made you most proud to make?
All sales destined for Italy give me immense pleasure. Since they are seen as the nation of “Design”, I feel like an ice seller in the Arctic, closing sales to Eskimos. But a concrete example will be the most recent work done for Louis Vuitton, as producer of several components of the Nomades collection, and that despite not being a product of Paulo Antunes, It is a collaboration that has made us grow and learn a lot due to the level of demand that a brand like this requires.
And what is the story of the piece that gave you the most pleasure designing and building??
Good, For this answer I can't mention just one piece, because I have three great loves that are part of the history of the Paulo Antunes brand. These are the Fado chairs, Alma and Alfama and connect us to the fact that we are a Portuguese brand. They all demanded a lot, both on the creative side and especially on the technical side as they forced me to think about upholstery in a pioneering way. The truth is that at the time there were neither good nor bad examples, of how to do what I intended to guide me. It is always a risk when we embark on a project of this nature as we run the risk of reaching the end and not having the intended result., but it is especially gratifying when we reach the “final goal” within the parameters that we had conceptualized as for this. All of them in their own way marked the brand, but especially me as a creative and producer/solver.
What influence does it have on you and the management of your business?, Being Portuguese?
Being Portuguese is a bit comprehensive, despite a small country, I think we have regions with very strong cultures and I hope that continues to be the case. By this I do not mean that walls should be created or cultures divided., I am completely in favor of removing any obstacles between these, but I hope they all remain authentic, respecting each other. I see myself as a Portuguese from the Northwest bathed by the Atlantic. There is something special about this area, in these people, I think the only flaw is that they don't know how to sell/promote the Portuguese brand better. The versatile Portuguese, who listens and learns, and that respects the past by building on what it taught us. In everything I do here and abroad, I try to bring a little of this culture engraved in the DNA of the products, of brands, our way of being relaxed and affable, whether at fairs or in contact with customers.
Add something that still needs to be said about what Paulo Antunes develops through innovation?
It could reinforce the desire to make Paulo Antunes more than just a company, but in an institution with its own culture that aims, in addition to selling products with Portuguese DNA and a Portuguese brand, preserve techniques that have fallen into disuse and are in serious danger of extinction, if nothing or little changes in relation to the “diploma culture”.
“Oficina” is a Paulo Antunes project that aims to train employees in order to grow with the company and help it grow as well. We want to be a school of labor techniques and defenders of the same, passing on the nobility and relevance behind each one, giving these “masters” the respect they deserve.
I've been told that we are far from the main industrial centers in this area, to which I tell them that we are closer to all the potential employees we can train and “cultivate” in our region. This idea of local sustainability is something that I am passionate about as an entrepreneur., and I know it's complicated these days, But it's something I try to make happen, giving opportunities and training “local resources”.
“Paulo Antunes Furniture is refinement and simplicity”
As the creator says “I’m a simple person, for me the best is enought.”. The work presented by this Portuguese brand follows and represents this statement.
Paulo Antunes Furniture, created in 2000, is a contemporary brand of furniture and interior objects focused on elegance, refinement and simplicity. From details that tell stories and last over time, objects are created that aim to reflect the brand’s identity.
Valuing the concept “the soul of the Atlantic northwest”, all creations have a strong inspirational connection to the region and place that surrounds the company. This vision combined with the artisan's know-how and human value in production, significantly contribute to the sustainability of long-lasting products.