Greenplac new product sales exceed estimates by 15%

Demand for the Clássicos Collection patterns exceeded projections made by the MDF panel industry

Greenplac celebrates the sales success of its new Clássicos Collection, launched during Expo Revestir 2025. With an interactive 168 m² booth, the company achieved results 15% higher than initial projections, consolidating the brand in the furniture and architecture sectors in Brazil.

The Clássicos Collection, comprising five essential colors and two eternal wood patterns – Nogueira Romani and Carvalho Avenna –, reflects the brand's investment in classic, contemporary, and timeless design, aligned with increasingly conscious consumer trends. A new texture, also launched on the occasion, is characterized by a micro finish, soft to the touch and resistant, developed from direct research with clients and professionals in the interior design segment.

One of Greenplac's differentiators is adding new patterns without removing items from its portfolio, thus maintaining an increasingly assertive range. The preview launch of the Clássicos Collection, managed by the brand's commercial team, occurred in the month prior to the fair for direct clients and far exceeded acceptance expectations. The result showed 15% higher sales than projected.

Matheus Mantovani, Commercial Director of Greenplac, celebrates his debut in the position with significant numbers: “Joining Greenplac at a time like this is motivating. We adjusted and anticipated the commercial strategy for the launches, and the success of the Clássicos Collection, with results above expectations, reflects the acceptance of direct clients and the general public.”

The executive took on the challenge of consolidating and expanding the brand's sustainable growth, which has already received international awards for its products and booths at fairs such as Expo Revestir. “We are ready to further expand our presence in the segment,” adds Greenplac's Commercial Director.

The MDF market shows great promise for the coming years, with global consumption expected to grow from 121.87 million cubic meters in 2024 to 146.93 million cubic meters in 2029, according to Mordor Intelligence consultancy. Brazil is already the 8th largest producer of wood panels, moving approximately R$ 80 billion per year.

According to the Brazilian Association of Real Estate Industries (Abimóvel), in the first eight months of 2024, the furniture and mattress industry in the country grew 9.1% compared to the same period in 2023, with 287 million pieces. The month of August alone accounted for 41.1 million of them, a record for the year.

(Left to right: Valmir Souza - General Director, Matheus Mantovani - Commercial Director, Laís Carelo – Marketing Manager, Pedro Penido and Bruno Santos – Commercial Managers.)

New collection

Laís Carelo, Greenplac's Marketing Manager, highlights the impact of the new collection: “The Clássicos Collection was designed to withstand the seasons, meet the different personalities of projects, and the results above expectations confirm our prediction that conscious consumption is shaping the future of design.” The manager also emphasizes that the positive outcome is the result of the collaboration between the commercial, marketing, and production departments. “Expo Revestir is a showcase of trends in the country, and the results of the Clássicos Collection show that we are aligned with expectations.”

With this performance, Greenplac projects a promising 2025, planning to expand its portfolio and strengthen partnerships with the market.