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Abyss & Habidecor, the Portuguese company behind luxury home textiles brand Celso de Lemos, has just launched a new in-house brand. Named Pierre de Lemos, the label marks the company’s entry into the loungewear and travelwear segments, broadening its offering while maintaining the premium positioning that defines the group.
The new brand was presented during a visit by Pierre de Lemos, son of the company’s founder, to China, where, alongside various commercial initiatives, he introduced the first pieces from the collection. The concept focuses on comfort-driven clothing, with particular emphasis on garments designed for travelling.
“I want to establish the brand, listen to the market and then gradually build it with strength,” he tells T Jornal. The entrepreneur is keen to stress, however, that the aim is not to compete in the fashion sector. “I don’t want to enter the fashion world; I want a comfort brand,” he explains.
At the same time, the company also presented a new Celso de Lemos collection, featuring new designs for its bed linen range and further renewing the group’s offering.
The move is part of Abyss & Habidecor’s strategy to consolidate its presence across all the segments in which it operates. The company currently develops products in the bed, bath and rugs categories through the Celso de Lemos, Abyss and Habidecor brands, seeking to strengthen its leadership position across all three areas.
The launch of the new brand coincided with Pierre de Lemos’ visit to China, which also provided an opportunity to meet local customers and partners and identify new development opportunities.
“The Chinese market, and Asia in general, is developing significantly,” says Pierre de Lemos, recalling that the company began shaping its strategy for the region around three decades ago.
“We are specialists and we have mastered weaving. Our strategy for entering Asia began to take shape 30 years ago, gradually and directly, with production independence, creative independence and financial independence,” he explains.
Customer proximity remains one of the pillars of this approach. “This is luxury,” he says, advocating a strategy based on active listening and the ability to adapt.
Despite the current international economic environment, the company remains optimistic about the business outlook. “Even if the economy is not at its peak, we cannot complain. In a few years, Asia has all the characteristics to become our main market,” he anticipates.
Currently, around one third of the company’s turnover comes from the United States, another third from Europe, with the remainder spread across other markets worldwide. While acknowledging that some operators consider the European market to be slower, Pierre de Lemos expects a recovery during the second half of the year.
“We have an extraordinary product and the best team in the world to provide an exemplary customer service, with familiarity and a willingness to adapt,” he says.
During his visit to China, the entrepreneur also attended the opening of a new store operated by one of the company’s customers. The trip also provided an opportunity to strengthen relationships with partners and gather insight into new growth opportunities.
The company’s presence in the Chinese market was also highlighted in June, when a delegation from AICEP’s Beijing office, accompanied by Portugal’s ambassador to China, visited the Celso de Lemos store at China World Shopping Mall in Beijing.
Opened in 2019, the store forms part of the brand’s direct presence strategy in the Chinese market, complemented by a network of partners operating several stores across the country.
On the occasion, Nuno Lima Leite, Economic and Commercial Counsellor at the Embassy of Portugal in Beijing, highlighted the company as a successful example of Portuguese internationalisation. “Celso de Lemos is an outstanding example of how Portuguese brands can combine tradition, innovation and exclusivity to reach the most discerning consumers worldwide,” he said.
He also stressed that the company’s “commitment to craftsmanship, uncompromising quality and bespoke production has earned the trust of renowned international customers”, including Cristiano Ronaldo, Rafael Nadal, George Clooney and Shakira.
Today, the family-owned company is internationally recognised for its luxury home textiles, entirely designed and produced in Portugal, maintaining a strategy centred on differentiation, high-quality manufacturing and close relationships with its customers.