Tania Bulhões, new owner of French porcelain icon Royal Limoges, eyes potential of US market in global homeware push

November 11, 2024

Tania Bulhões' Rouge de Fer line. Image credit: Tania Bulhões

Tania Bulhões, the Brazilian owner of French porcelain manufacturer Royal Limoges, will accelerate it global expansion in the months ahead as it seeks new markets for its luxury homeware lines.

The opening of its first international showroom in New York signals the São Paulo-based company’s intention to plant a flag in the biggest global market for china, porcelain, tabletop, décor, bath and fragrances. The U.S. expansion comes on the heels of a new flagship last in São Paulo, a network that comprises 40 stores and a new website that caters to international business.

“Today’s luxury consumers are looking for more than just beautiful products,” said Virgilio Castro Cunha, CEO of Tania Bulhões. “They want to know that what they buy is thoughtfully crafted.”

In this Q&A, Mr. Castro Cunha spells out Tania Bulhões’ founding story, reason for U.S. expansion and the collections debuting, differentiation from other homeware brands, launch of a new home fragrance line and how the products are crafted.

The executive also discusses plans to make the brand resonate with U.S. consumers and long-term plans for the market.

Please read on:

Tania Bulhões porcelain. Image credit: Tania Bulhões

Can you share the story behind the founding of Tania Bulhões and its journey to becoming a luxury brand in Brazil?

Tania Bulhões started in the 1990s in a small shop in Uberaba, Brazil, where Tania sold a range of products from plates to paintings. Her passion for interior design quickly grew, leading her to São Paulo, where she opened her first store.

Over the years, Tania’s profound love for traditional craftsmanship and her eye for artistry helped the brand expand, and today, we are known for bringing timeless elegance to homes.

We've built a legacy of blending Brazilian heritage with contemporary designs, offering our customers products that are not only beautiful but meaningful.

Why did you choose this moment to expand into the U.S. market?

Our expansion is a natural progression following the brand's recent growth in Brazil and our acquisition of Royal Limoges, the oldest porcelain factory in Limoges, France.

This partnership has allowed us to elevate our craftsmanship even further, and we felt it was the right time to share this artistry with the U.S. audience.

The demand for luxury homeware and the deep appreciation for fine craftsmanship in the U.S. aligns well with our brand's values.

Tania Bulhões artisan. Image credit: Tania Bulhões

What makes Tania Bulhões stand out from other luxury home brands in the U.S.?

Our brand brings a unique blend of Brazilian warmth and European refinement.

Each piece tells a story, combining artistic expression with traditional craftsmanship.

Whether it's our hand-painted porcelain or our curated home scents, we strive to create products that not only add beauty but evoke emotions and memories. This deep connection with our heritage sets us apart.

What collections will you be launching in the U.S.?

We are thrilled to introduce two of our best-selling collections from Brazil.

The first is the Portrait Collection, which embodies the philosophy that art is meant to be lived with, not just admired. Each piece is hand-painted in Limoges and delicately adorned with gold.

The second, Casa das Orquídeas Rouge de Fer, pays tribute to Tania's childhood among vibrant orchids.

Both collections celebrate the fusion of modern design with timeless elegance, bringing a touch of Brazilian artistry to every home.

Give us some insight into how your products are made.

Craftsmanship is at the core of everything we do.

Our pieces are hand-painted by master artisans in Limoges, France, which is renowned for its porcelain. This attention to detail ensures that each product is a masterpiece in itself.

Additionally, our collaboration with Royal Limoges means we are able to uphold the highest standards of quality, blending centuries-old techniques with modern design sensibilities.

Tania Bulhões' Cha Branco home fragrance line. Image credit: Tania Bulhões

In addition to your tableware collection, you are launching a home fragrance line. Tell us what consumers can expect from it.

Our home fragrance line, which includes sprays, diffusers, liquid and bar soaps, moisturizers and scented candles, was inspired by the desire to create sensory experiences that transport people to specific moments in time.

We worked with renowned perfumers in Grasse, the world capital of fine perfumery, to create unique blends.

Each scent tells its own story – whether it’s the delicate notes of Chá Branco, reminiscent of a quiet New York café, or the earthy richness of Floresta, inspired by the Brazilian forests. These scents bring warmth, comfort, and elegance to any space.

How do you see your brand connecting with U.S. customers?

Today’s luxury consumers are looking for more than just beautiful products. They want to know that what they buy is thoughtfully crafted.

We are committed to using the finest materials from responsible sources, and our dedication to traditional, handcrafted processes ensures that each piece is made to last.

Our products are designed with longevity in mind, offering timeless pieces that can be passed down through generations.

Tania Bulhões tabletop items. Image credit: Tania Bulhões

This December, you are opening a showroom in the A&D Building [150 East 58^th Street] in New York City. How will Tania Bulhões engage with U.S. customers beyond the showroom experience?

While our showroom in New York will offer a personalized, immersive experience, we are also focused on creating strong digital connections.

Our website offers an intuitive online shopping experience, and we are planning exclusive pop-up events and collaborations with interior designers across the U.S. to bring our collections directly to our customers.

We want to engage with the U.S. market in a way that is both accessible and personal. Stay tuned for updates on events around the U.S.

What are your long-term goals for the brand in the U.S.?

We envision Tania Bulhões becoming a name in the U.S. that is synonymous with luxury, craftsmanship and Brazilian artistry.

Our long-term goal is to expand our presence across major U.S. cities, offering more touchpoints for our customers to experience the brand.

At the same time, we want to maintain our commitment to quality and artistry, ensuring that each product we introduce reflects the values and heritage of our brand.

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