January 10 20
E-commerce

T

EVER 4 EVER IS PAULA BORGES’ ONLINE BRAND

The company Paula Borges has created the brand Ever 4 Ever exclusively for the online market, where it has its own shop, in a soft opening regime, and is currently negotiating a membership with e-commerce platforms, such as Farfetch and Springkode. All while simultaneously promoting the brand that carries the company’s name.

“Ever 4 Ever is a younger and cheaper brand than Paula Borges, but we still use good raw materials like natural silks, or sophisticated details like flowers sewn by hand”, explains Paulo Faria, 48, the company’s designer and commercial manager.

2020 will the year to invest on own-brands. Besides launching Ever 4 Ever, a plan was devised in order to give the Paula Borges brand a fresh start, separating the commercial and marketing teams into autonomous units.

The brand Paula Borges exists since the establishment of the company, in 1983, but has been neglected due to the pressure from their private label clients – brands such as Hermès, Nina Ricci, Max Mara, Mugler, Mulberry or Balenciaga.

“The Paula Borges brand is premium. So far, it hasn’t been reinforced by marketing. We chose to sell less while gradually imposing our own brand. Now, we will invest with the goal that, in a three-year period, it might represent from 30% to 40% of our sales”, says the director of Paula Borges, which employs 100 people in its factories in Maia and Baião, and registered a business volume of 2.8 million euro in 2019, a 10% growth compared to 2018.

Share