Comfort becomes a priority for the consumer in quarantine and heats up sales of Brazilian home textile companies

Because of quarantine, consumer habits, and even people’s lifestyles have undergone profound changes. For those at home, betting on comfortable items is a necessity, and with household linen is no different.

The Camesa brand, which is part of Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program) – the result of a partnership between Abit (Brazilian Textile and Apparel Industry Association) and Apex-Brasil (Brazilian Trade and Investment Promotion Agency)-, saw the sale of dressing gowns skyrocket during the period. 

Alberto Hakim, the company’s director, commented that winter items, such as microfiber blankets, have also stood out. He also saw an increase in demand for sheets and towels: “we noticed a high demand that may have occurred due to the disclosure of hygiene standards of those infected,” he said.

Trousseau, on the other hand, highlights greater demand for its “comfortwear” clothing line, composed of items such as trousers and sweatshirts. “The moment asked for this with the arrival of the home office, because our clothes besides being very comfortable, have a style and are basic,” explains the marketing director of the brand, Letícia Baena.

Despite the period of uncertainty, the brand saw its sales prosper. Letícia says that Trousseau has been perfecting its e-commerce for some time, and now dedicates its attention 100% to online sales. “We have a structured digital platform and stock, and the result, in the last two months, was a growth of 500% in sales,” she comments.

The brand still has the room fresheners as the flagship, but in recent months also saw an increase in the sale of sheets and towels, in addition to the baby line “Trousseau Petit.”

In addition to sales, Alberto highlights that for Camesa, it is important to stay close to customers during this period. “What we need now is to join forces so that together, everyone can do well from this moment,” concludes the executive.

About Texbrasil

The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with companies in the textile and apparel sector to develop strategies to conquer the global market. Over almost 20 years, it has helped around 1500 brands to enter the export trail, making USD 3.6 billion in business. The Program is carried out through a partnership between Abit and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).