• Cecile Corral

Amalia Home expands U.S. presence

Portuguese lux linens company ramps up market participation, product offering

Amalia Home bed flor de sal

New York – Approaching the fourth anniversary of its new venture in the U.S., Amalia Home Collection is entering 2017 with several new initiatives.

Amalia Home, which is headquartered in Portugal, opened its U.S. office three years ago here spearheaded by managing director Sara Lima. But not until this year did the company begin marketing its product and braking into retail with new partners.

"The Amalia Collection 2016 debut has been a success,” Lima told H&TT.

As she explained, the company has had its eye keenly on the North American market, and is aggressively pursing new business at retail via several efforts. This includes expanded participation in the key markets. This winter and spring, Amalia Home will show at the Las Vegas Market in January, NY Now in February, New York Home Fashions Market week in March and Maison & Objet Americas in Miami in May.

“This year, as part of our [official] launch, we participated in various trade shows because we believe they are a great opportunity to expose a new brand like ours to the USA market,” Lima said. “For us, its a great marketing investment.”

She continued: “We saw such a positive reaction and return-on-investment during our 2016 trade show schedule that we couldn’t turn down the opportunity to continue to participate in 2017. As our brand grows so will our trade show presence and presentation.”

The all-linen luxury bedding design house and manufacturer is anchored in duvets, shams and pillowcases.

But more recently, the company expanded into accessories – namely throws and dec pillows – in time for the holiday selling season.

Jacquards represent the main fabrication across categories, but the company also carries an offering of prints and embroideries. Thread-counts range from 200 percales to 430 sateens.

New for 2017, Lima said: “We are adding some feminine colors like pink, some naturals and maybe bring in some new prints. The Amalia Home Collection is committed to continue offering its customers more unique products in 2017.Over the next year we will be expanding on current concepts and introducing gorgeous new designs, some with a special feminine touch."

Among these is Flor de Sal, which is Portuguese for “Salt Flower”.

This design is made of 100% European linen, which Lima noted “is one of the first textiles ever woven for bedding,” and boasts delicate softness achieved through special washing process. It is embellished with lace treatments and is available as a duvet cover and matching shams.

Cecile CorralCecile Corral | Senior Product Editor, Home Textiles Today

Cecile B. Corral has been a product editor with Home Textiles Today since late 2000. She covers the area and accent rug, kitchen textiles, table linens, beach towels, decorative bath and decorative pillow categories, as well as some retail subjects.

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HTT November 2017 cover

See the November 2017 issue of Home Textiles Today. In this issue, we look at Complex Colors, Complex Times--Trend forecasters and interior designers weigh in on 2018 palettes and motifs.  Other articles include: Data: Exclusive HTT soft window research; Innovation: Material Changes conference preview; Country report: India invests in the future and Fabrics: Showtime preview.  See details!