Challenges of bringing furniture technology to Brazil
Anyone who thinks that using technology to make furniture more versatile is a modern practice is wrong. 100 years ago, in the United States, the American Murphy family was already born. At that time, they were nothing more than retractable beds, moved by a spring mechanism. However, over the years, in 2003, a mechanical engineer in Uruguay, Juan Carlos Munister, perfected this system further and invented a mold for the arm sensor mechanism that allowed a single bed to rotate 180 degrees. And it became a desk or sofa, in just 3 seconds.
Later, this mechanism was further improved, with a set of levers and extenders powered by gas pistons. And so the technology today that Hiddenbed is spreading was born. The Uruguayan company is the inventor and owner of the system that allows the development of built-in furniture (bed + table or bed + desk), the brand is also responsible for the renovation of the foldable bed (Murphy) and has been known for its innovations in space, small management and efficiency.
“Our technology makes it possible to have a bed and a desk or a bed and sofa with an area of 2 square metres,” explains Ricardo Klesc, Hiddenbed representative in Brazil. “Our goal is to make compact spaces more flexible,” he continues, noting that in São Paulo alone there are already more than 7,000 compact apartments furnished with items made using this technology.
However, according to Klesck, there are still many challenges when it comes to bringing this type of technology to Brazil. “Here, the furniture industry is still fighting this reality,” the actor analyzes. Currently, the only brand using Hiddenbed technology in Brazil is Save Space.
“The Brazilian market is manufacturing for a more popular niche (classes C and D), while classes A and B are eventually attended by the custom-made furniture segment. In this scenario, the challenge is that the market wants to introduce furniture with this technology to an A audience. / B, which does not need flexible spaces in the house. On the other hand, this technology will solve the logistical problems in the homes of families of classes C and D, however, they cannot afford higher furniture … ”, explains Klesk. For him, to overcome the challenges posed by this scenario, Brazilian companies need to find a way to work with price-effective products. “Multifunctional furniture will serve a large niche in Brazil,” the representative notes, arguing that despite the presence of a market, it is necessary to think of ways to develop affordable products.
“They have known this technology in the US for 100 years, so it is the market with the most acceptance, followed by England. In these two countries and in Europe alone, there are already beds with Hiddenbed technology on more than 400 campuses, Klesk says, emphasizing However, the products are well accepted by the younger audience.
“I don’t think multifunctional furniture has arrived to replace traditional furniture, but I do think there is a huge niche in the market that is making demands that can be met by them,” the representative notes. “People are looking for resilient places and migration experiences,” he continues.
“Months ago, a video of a Hiddenbed powered bed went viral on TikTok. There were 3 million views and over 270,000 comments asking where to buy,” says the rep, noting that the furniture is very attractive, but there are still a lot of people who don’t know .