LET’S MEET
ESSENTIAL HOME EXCLUSIVE INTERVIEW
EXCLUSIVE INTERVIEW
LET’S MEET ESSENTIAL HOME Essential Home is still a new brand, having been founded in 2016. However, it is a brand that has already reached an unfathomable success. There must be a reason for this sucess, and our readers might be hoping to find out what it is. 1. How did Essential Home came to be, and what kind of passion did it bring to the design world? How is it that Essential Home’s designs stand out from all the other mid-century brands? Essential Home was born from DelightFULL. A unique lighting brand, DelightFULL was looking for furniture that highlighted their designs, quickly realizing the market did not have what their were looking for. In a simple way, that is how Essential Home first came to be with Monocles sideboard and Kelly bar chair. It was quick until Essential Home gained a life of its own, feeling the need to grow its collection and be its own independent brand. At heart, Essential Home was born amidst the passion of wanting to take mid-century inspiration beyond, of wanting to honor the great names of the past, and offer something with which the world can identify itself with. From there, a unique design was born, with pieces handmade in brass and colorful fabrics that stand out on their own. To this day, Essential Home’s design keeps on setting itself apart from the other furniture brands, being the perfect juxtaposition of noble materials and a simple yet glamorous style. Essential Home’s design manages to keep on offering unforgettable pieces by putting together the best of multiple worlds. 2. What was and it still remains the Essential Home recipe to guarantee the success with all daily challenges that a brand has to face? The Essential Home recipe supports itself in “we can do it if we want to” and “daily fight”. We don’t relax, we can’t. Essential Home is a brand that has to fight everyday to stand out in a group that already has others brands. Our brand doesn’t live only for the unique design but also for a cohesive, humble team that learns everyday from their mistakes. In Cláudio’s words: “what’s right today may be wrong tomorrow”. This constant learning is a part of a recipe that has been going really well. 3. Essential Home follows the value “continuous learning”. Until today, what was Essential Home’s biggest challenge, and how did the brand apply this value? Without a doubt that happened in 2017, when there was a complete reorganization of the team. All the answers just came to us. The truth is that this is the basis of all work that we build. After this reorganization our brand understood that, more than that, every problem could be solved and fought if there was a new vision, new goals – more realistic ones, more adjusted to the brand’s reality. Amidst all of the problems, we can say that the most flagrant one was the constant delay of the production of our pieces. There was a gap of communication between Essential Home’s team and of all work developed by the production. This reorganization of the team brought us refound knowledge and a strength to see that things could get better. We allowed ourselves to put an end to all of these production issues. Essential Home is in a permanent learning process and that is what allows us to learn from our mistakes, which is exactly what happened in this very situation. 4. For such a recent/young brand, Essential Home has already a strong online presence. What are the 10 strategies that Essential Home uses to achieve that? The fact that Essential Home is part of such a big design group allows a ‘large online machine’ to work for all the different brands from that group. In Essential Home’s case, the online presence is mainly focused on the partnership we have with DelightFULL, the closest sister brand. In addition, there is a lot of effort put towards the online communication channels. Apart from our main entrance door, our website, there is WWW.ESSENTIALHOME.EU/PRESS
a great work being done through social networks from the marketing team. Due to the fact that the brand has such a strong inspiration and such an impressive visual communication, Instagram is the platform where the brand can better express itself. There has been a growth on the professionals that are dedicated to this platform and the brand believes that Instagram is the best network to inspire the ‘mid-century lovers’ as well as the professionals in the same area. We are also on LinkedIn as a more professional and commercial way to reach our target. The marketing effort also revolves around actions that take the brand into the eyes of our targets and the design world in general. Online advertising is one of the actions we consider important to reach our wanted target and to show them what the brand has to offer them. Besides web marketing, content also has a very important role in our online presence with the whole work of SEO and articles being done. For some reason, the biggest way into the brand’s website is an article written on the brand’s blog about 1 year ago. This tells us a lot about optimizing SEO for search engines and the power of content in our online presence. 5. Another recent challenge as a digital influencer, was the launch of a new reference magazine called “Twist Mag”. What is the magazine’s importance to the design world? And who would you like to see on the next issues? We believe that Twist Mag can be very important in the surrounding world of Essential Home, as there is not a specific platform which is 100% focused on design with a midcentury inspiration. I believe that a strong communication, with a rigid schedule and a team totally focused on guaranteeing every edition’s quality, Twist Mag can become an amazing means to communicate our world, as well as our pieces, our targets and our daily inspiration, and hopefully that way, we will be able to inspire more and more people along the way. 6. About the legacy of the brand, what are Essential Home’s best sellers and what do you think can be the reason for the online and the sales success? Collins dining chair, Kelly bar chair, Monocles sideboard, because these pieces represent the brand’s identity in its exponent. Monocles, the first piece of the collection. Collins boasts a graceful display in a simple and eloquent design that captivates both male and female public (the reason to the eternal question ‘Is it a man or a woman?’). Kelly, because its design is so singular that no other brand can replicate it in such a pure way. 7. In the last tradeshow at Milan, Essential Home added a new product typology, wallpapers, in a small collection called ‘’Palm & Twist’’. Tell us, how did this project came to be? What does this type product adds to such a strong brand in home and furniture pieces? This new challenge stems from the brand’s vision of being able to expand into all divisions of the home and meet all the needs of its audience. So, Palm & Twist collection is born, but this new range of products is just one of the brand’s challenges this year, as we aim to present many other surprises, in order to be a very irreverent Wall Coverings solution. This type of product is framed with Essential Home’s timeline, so we saw an opportunity to move forward with this collection to increase the brand’s portfolio and help suppress the need for mid-century lovers that look for our products. 8. Essential Home is part of one of the best design groups in Europe and the World – Covet Group. What value does it add to the brand, what makes it so unique and, on the other hand, what does the brand win by being a part of Covet Group? Essential Home was created with the aim of adding to the group’s portfolio of brands a new and exclusive integrated offer with pieces that would distinguish Essential Home for its diversity, style, and the Mid-Century customization possibility. With distinctive lines full of ‘’simplicity’’, we brought to the group a new way of looking at a brands with such fierce personalities as Boca do Lobo and Brabbu. Our Mid Century modern Twist proves the versatility Covet Group can offer.
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9. What can we expect from Essential Home in 2020 and how are you going to prove that it is a company that ‘’Never Settles ‘’? We can expect an Essential Home with an increasingly stronger presence in the market. Essential Home will have a firmer position and will be able to fight face to face with the big names of the most varied world markets. A brand that will have everything to be one of Covet Group’s strongest faces and a business card for it. We can expect an hotel dedicated to this brand and our products all over magazine covers! We can expect inclusion in many projects of renowned architects and interior designers and €5M profit by December 2020. Our brand has everything to start and distinguish itself from the others for its simplicity, which in the end is not that simple, but that makes you fall in love with it, and proof of that is the feedback we get in every trade show we have been in.
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JOANA FERREIRA PRESS RELATIONS MANAGER jferreira@essentialhome.eu MARGARIDA TAVARES AMERICA PRESS RELATIONS mtavares@essentialhome.eu DANIELA ARAÚJO ASIA PRESS RELATIONS daraujo@essentialhome.eu
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