This interview has been booked since the very beginning of the year and one of the most exciting we have ever done. CovetED was bags ready to enter a world of magic and luxury with a high level of design to complete the equation. And then a whole pandemic, unfortunately, came upon us and the magic ride turned out to be a very magical zoom call.
We promise you it’s going to be the best zoom call you probably attended this year. Our special guests for today’s interview live and experience fantasy and unlimited imagination every day and it’s their job to think outside the box. Curious about our special guests? Hint: It’s not Walt Disney but they are very close to it. We’ve met with the team of Circu Magical Furniture, a luxury kids brand, that creates the most magical furniture brand for kids on planet earth. When asked about how the whole team was feeling, they are almost as tired as us of quarantine and being away from working together as a team and not through a computer, but Carolina Costa, the CEO of the brand, refers that she “completely trusts the teamwork” and has not to doubt that “ the work is still going to be done and the team is closer than ever”.
The Story Behind the Brand
Circu Magical Furniture was founded in 2015 in Portugal and it’s a part of a national company, Covet Group, that has got 12 other brands besides Circu, that it’s the only one that works with children furniture. The brand was created by a design team who was eager to create a brand that was a statement in the kid’s world and that not only produced luxury handmade pieces but pieces that the world never saw before. That’s a big promise and we can tell you that they delivered it.
“Circu is more than the design of pieces. It’s almost like a sensorial and emotional experience that is focused in the kids market and it aims to boost kids imagination as well as develop their creativity”, the team tells us when asked about the inspiration behind the creation of such a unique brand. They defend this uniqueness by stating that “we are unique because we don’t just produce pieces of furniture. We create exclusive handmade pieces that can be customized, in the hand of the incredible craftsman with special attention to detail. We work for a market and a range of clients that are looking for an exclusive design that was made just for them. And we have the power of doing that.” But how exactly works the whole process of creation?
“A passionate and hard-working team. That’s the first and probably the most relevant aspect when it comes to creating our pieces. There’s a very knowledgeable team that with the resource of traditional techniques creates a brainstorming that ends up with one of a kind pieces. The whole creation process is a true adventure. Everything is magical from the very first scratch to the feeling of the child when looks at the piece for the very first time. The design of all of Circu’s pieces is made in-house and the production is located in Porto, Portugal which is the headquarters of Covet Group.
The Creative Process Behind every Piece
The masters of craftsmanship work tirelessly on every piece that can take up to twelve weeks to be complete.” Besides the exclusive design, the choice of the right material is also a very important step in the whole process. They have in every piece a carefully chosen material and techniques that add the details and extra touch of luxury. Besides, they use “real elements and new technologies that allow the brand to make the pieces looking even more real. Circu makes the personalization and creation of a real-life fantasy world possible that surpasses the imagination of kids, that, as we previously mentioned before, the “clients” we want to make happy”.
Circu is by that, a passionate brand that empathizes with the importance and the responsibility of belonging to the kids marked because children can sometimes be the most defiant client of them all and with the highest standards. All of these aspects combined result in a brand that “every top interior designer on a global scale” wants Circu to be apart of their projects. Besides that, and what was a big help and also a strategy in this difficult year, Circu counts with the other brands of the group, their partner brands that help to expand the brand’s images and market and there is “a professional admiration between all of the brands of the group that works all together to make the whole group grow”. Circu counts with partnerships with different brands of the group such as Delightfull and a soon to be announced partnership with PullCast.
Market Choices and Collection’s Range
The brand is strategically focused on the external market and the fact of belonging to a group with a high international experience accelerated the process of expansion of the brand. Today the exportations represent the highest percentages of sales and they mainly focus on specific target brand markets such as the United States of America, France, Asia, UAE, and Russia. When asked about Portugal’s market, the team says that it’s their goal to increase sales in their home country and they“have a promising vision but currently this market represents only a small part of our sales”. Either way, all the marks have one thing in common: they are big fans of the brand’s collections and dreamy projects.
With a range of 4 collections, being the Magical Collection the one that started this fairytale brand. This particular collection is composed of some fan’s favourite pieces such as Rocky Rocket- yes, a real-size rocket armchair with lights and sound system – the Fantasy Air Balloon and the cloud lamp. The brand also created the Cloud Collection to make pieces with a lower cost and accessible to more clients than usually have residential projects with more limited space and a lower budget. The Bubble Gum is the latest of the collections and presented some exclusive first-time brand creations such as the Bubble Gum Playground that came just in time to entertain the kids indoors while parents work at home. This whole launch was not what the brand initially predicted because of the pandemic of COVID-19 that affected the whole world.
The Challenging Year of 2020
“This was by far one of the most challenging years since the creation of the brand”, Carolina admits, “we had to adapt our daily work and coordinate a big team from home. It was not easy at first and I think it was an adjusting period for all of us.”. Besides managing a whole team through numerous zoom calls a day, another important part of the year, the international design fair Salone del Mobile Milano, a big investment for the group was also cancelled. “We were very excited for the fair to showcase the new collection that was not ready at the first fair at Maison et Objet, to meet with our clients and to show the pieces live because sometimes the photos don’t do any justice. Besides that, Salone del Mobile Milano, it’s one if not the biggest design fair and the most exclusive one as well. Meeting with important clients was not possible as well as the promotion and showcase of the new collection which automatically lowered the numbers of sales we had set for 2020”.
The bright future and the goals for 2021
For 2021 the team wants to keep the rhythm and increase their goals even higher. Either at home or back in the office – which is still hard to predict – the brand keeps the good work and continuous brainstorming to define new goals that will help Circu reach all of their goals by 2021. All the departments are going to work together and they have already defined the key steps and where most of their attention is going to be focused on, “every year, in the final months, we have several creative meetings with the whole team where we define the most important strategies and actions that are going to deserve and need all of our attention and focus”, Carolina reveals. She also adds that “ every voice is heard, all new ideas are appreciated because that’s the only way to grow. We embrace past mistakes and only work towards the future”. So what can we expect of Circu for 2021? “Virtual Tours, New Projects, New Collections, new partnerships, and an exclusive and personalized ID Service and some of the novelties the brand has set for 2021 and which we are very excited for.”, the team reveals. Each person has an important role and their job and effort and key to make these goals possible to achieve. As the brand says, “The Sky is the limit” and Circu is ready to add another chapter to their store.
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