Karsten leads Top of Mind in the bed, table and bath category

Karsten, a company participating in Texbrasil (the Brazilian Textile and Fashion Industry Internationalization Program), a partnership between Abit (the Brazilian Textile and Apparel Industry Association) and ApexBrasil (the Brazilian Trade and Investment Promotion Agency), headquartered in Blumenau, Santa Catarina, ranked first in the bed, table and bath category in the 2025 Top of Mind survey, becoming the leading brand in spontaneous consumer recall in Brazil.

The result follows changes in the company’s operations over recent years, including a restructuring of the marketing area, expansion of its digital presence and adjustments to the product portfolio, as well as investments in research and development. The survey also points to growth in purchase intent indicators, including among consumers who do not yet use the brand’s products.

According to Karsten’s marketing manager, Joana Campestrini Fuchs, the results stem from a structured process of reconfiguring the department’s strategy. “Since mid-2023, we have carried out an important restructuring of Karsten’s marketing, focusing on brand positioning, narrative building and strengthening the connection with the consumer. We worked to evolve from a company recognized for production and manufacturing excellence into a brand capable of generating desire, experience and relationships. Seeing this movement reflected in indicators shows that the choices were the right ones and that the results came in above what we had projected,” she says.

Another relevant indicator in the survey shows significant growth in advertising recall. The percentage of consumers who say they have seen the brand’s communications increased by 35%, mainly driven by expansion in digital channels.

For the company, consolidating this positioning depends on the continuity of an integrated strategy involving products aligned with consumer desires, communication, presence on digital channels, strengthening the in-store experience and the ongoing development of the brand narrative with consumers.