Biramar brings Laura Ashley and turns dream into reality
DCI
The paths of the British brand Laura Ashley, one of the most prestigious companies in the world in the textile sector, and of Biramar, a small manufacturer of baby clothes based in Ibitinga, interior of São Paulo, crossed at the beginning of last year. And the improbable meeting already produces results: with the intermediation of Supermarcas, Laura Ashley came to Biramar, liked what it saw and licensed the São Paulo company to produce baby clothes under the British brand, which is one of the dreams of consumption of well-off fathers and mothers all over the world.
The histories of both the companies of so different sizes and earnings have points in common that helped end up in the partnership that will start having results in the beginning of this year. Laura Ashley, currently a world reference in textiles and decoration, began as a small business in 1953, as it is Biramar today. In a small apartment in London, the company was established thanks to the persistence of the couple Laura and Bernard Ashley. In a story that gathers the ingredients of a screenplay, the company was born with owners who had the dream to growing with quality, but no skills to perform its main activity, which was die fabrics. Since its beginning, the small Biramar had inclination to produce baby clothes, but it couldn't grow amid the heavy competition of the Chinese products. The way out was to seek quality, preferably joining a big international brand.
The British brand has become an international reference of consumption and made part of the dreams of companies all over the world. Among those dreamers was Thayane Silva Ramalho, owner and Marketing Officer of Biramar. Thayane's parents founded Biramar, which is currently managed by her and two brothers. They have 100 direct employees and another 40 indirect ones, who render services. From meetings with Supermarcas and with those responsible for the licensing of Laura Ashley in United States, Biramar was chosen the official representative of the brand for baby outfits and bags that shall be sold as of 2011. "I believe Biramar has special qualities that were essential for the deal to be closed", says Thayane. According to her, the São Paulo company has always looked for creativity and quality in its children collections.
With all the prestige of the international brand that is now associated to Biramar, Thayane knows she has a hard task ahead. "We are now getting ourselves together to meet the requirements demanded by the British brand", she says. There, the products are heavier than those made in Brazil and the bed sheets, for instance, are made of Cambric.