Brazilian Furniture’s Colombia–Panama program brought together 48 Brazilian companies, held 932 B2B meetings and generated 793 business contacts—87% of them new
The 2026 Latin America Trade Mission concluded its program at La Feria de Diseño Medellín in Colombia and in Panama with US$65.336 million in immediate business and projected sales over the next 12 months. The results reinforce Latin America and the Caribbean’s position among the Brazilian furniture industry’s priority markets and point to opportunities for expanding the regional agenda in 2027.
The mission was carried out by Brazilian Furniture, a sector project developed by ABIMÓVEL (Brazilian Furniture Industry Association) in partnership with ApexBrasil (Brazilian Trade and Investment Promotion Agency). The initiative brought together 48 Brazilian companies from September 10–16.
The program began in Medellín with a Product Showcase and B2B meetings during La Feria de Diseño before continuing to Panama City, where a dedicated business agenda completed the mission.
In total, the initiative held 932 B2B meetings and generated 793 business contacts. Of these, 690 were new connections—equivalent to 87% of the total—expanding the network of buyers, distributors and prospective partners available to Brazilian companies across the region.
Immediate business reached US$8.483 million, while projected sales for the following 12 months totaled another US$56.853 million, bringing the mission’s overall business potential to US$65.336 million.
| Indicator | Medellín – Colombia | Panama City – Panama | Total |
|---|---|---|---|
| Business rounds | 430 | 502 | 932 |
| Commercial contacts | 465 | 328 | 793 |
| New contacts | 395 | 295 | 690 |
| Immediate business | US$ 4,353,000 | US$ 4,130,000 | US$ 8,483,000 |
| Projected business – 12 months | US$ 26,638,000 | US$ 30,215,000 | US$ 56,853,000 |
| Total business | US$ 30,991,000 | US$ 34,345,000 | US$ 65,336,000 |
Latin America and the Caribbean Take Center Stage in Trade Strategy
The mission took place as the furniture industry’s global trade map continues to shift. Market diversification is no longer viewed solely as a way to reduce risk; it has become a strategy for growth, scale and the development of a lasting presence across multiple markets.
According to Furniture Market Outlook—August 2026, an ABIMÓVEL study prepared by IEMI, eight Latin American markets—Uruguay, Chile, Argentina, Peru, Paraguay, Mexico, Colombia and Bolivia—ranked among the 10 leading destinations for Brazilian furniture and mattress exports in the first half of 2026. Together, they accounted for approximately 49% of the segment’s exports during the period.
Beyond their existing share of exports, Latin America and the Caribbean offer business conditions that align well with Brazil’s capabilities. Geographic proximity can shorten lead times, facilitate inventory replenishment and support more frequent interaction among suppliers, distributors and specifiers. Cultural affinity, similar approaches to living and consumption, and growing awareness of Brazilian products also support market entry and brand expansion.
On the supply side, Brazil’s furniture industry offers competitive advantages suited to a range of market structures: industrial scale combined with production flexibility, a broad selection of materials and finishes, customization capabilities, original design, and portfolios serving the residential, workplace, hospitality, commercial and contract sectors.
The strategy also recognizes that Latin America and the Caribbean do not constitute a single, homogeneous market. Each destination has its own distribution channels, pricing structures, logistics, specification processes and purchasing dynamics. The initiative therefore combines market intelligence, brand promotion, direct buyer engagement and the identification of appropriate market-entry models.
“As Latin America’s largest furniture producer, Brazil has a strong, diverse industry that is ready to expand its international reach. Latin America and the Caribbean are strategic markets for that growth. ABIMÓVEL is advancing this agenda through market intelligence, trade promotion and institutional coordination, connecting Brazilian manufacturers with new markets and business opportunities. In 2027, we will move even further in the industry’s internationalization and strengthen the position of Brazilian furniture across the region,” said Cândida Cervieri, executive director of ABIMÓVEL.
Medellín Connects Products, Specifiers and Markets
The first stage took place from September 10–12 during La Feria de Diseño Medellín in Colombia. Brazil’s presence was organized around two complementary initiatives: a Product Showcase and a Trade Mission.
At Espaço Brasil, the Brazil Pavilion, 19 pieces from 14 brands highlighted the materials, techniques, design languages and manufacturing capabilities shaping Brazil’s contemporary furniture industry. Guided by the “Connections” concept, the showcase brought together products, design, manufacturing, specification and markets.
The choice of Colombia was supported by a growing trade relationship. In the first half of 2026, the country imported US$9.7 million in Brazilian furniture and mattresses, an increase of 37.6% compared with the same period in 2025.
Alongside the showcase, Brazilian companies held B2B meetings with 25 international buyers from the United States, Bolivia, Chile, Curaçao, Ecuador, Peru, the Dominican Republic, Uruguay and Venezuela.
The Colombia stage included 430 B2B meetings and generated 465 business contacts, 84.9% of which were new. Immediate business reached US$4.353 million, while projected sales over the following 12 months totaled US$26.638 million. Together, these figures brought the initiative’s business potential in Colombia to US$30.991 million.
By combining product display with direct business meetings, the initiative moved the conversation beyond the experience of seeing the furniture firsthand to address market positioning, portfolio adaptation, order volumes, pricing, logistics, distribution and project applications. Products were therefore presented not only for their aesthetic qualities, but also for their commercial viability and ability to meet the needs of the markets represented.
Panama Expands Commercial Reach and Regional Access
Following Medellín, the mission continued to Panama City, where the companies took part in another series of B2B meetings on September 15 and 16.
The Panama stage included 502 meetings and generated 328 business contacts, 89.9% of which were new. This was the highest percentage recorded across the mission’s two stages and demonstrated the initiative’s ability to open new channels of commercial dialogue.
Immediate business totaled US$4.130 million, while projected sales over the following 12 months reached US$30.215 million. This brought the Panama stage’s total business potential to US$34.345 million—52.6% of the mission’s consolidated value.
During the meetings, Brazilian companies presented their portfolios and production capabilities, assessed how well their products aligned with local demand and mapped potential routes to market through importers, distributors and other commercial partners.
Panama plays a key role in this strategy by combining domestic market opportunities with strong logistics connectivity and access to other destinations. Its position as a regional platform supports product distribution and the development of trade routes into Central America and the Caribbean—markets where distribution networks, product availability, delivery times and adaptability are decisive competitive factors.
Two Stages, Complementary Commercial Roles
Together, the two stages enabled participating companies to gauge market response to their portfolios, compare different market structures, identify potential product and positioning adjustments, and build a pipeline of opportunities for follow-up.
With the mission complete, the business contacts now move into the qualification, development and conversion stage. The results will also help shape the Brazilian Furniture project’s 2027 agenda by expanding access to buyers and distributors and supporting an increasingly established presence for Brazilian companies throughout the region.
Brazilian Furniture Project
Created by ABIMÓVEL in partnership with ApexBrasil, the Brazilian Furniture Project connects Brazilian companies with opportunities across global markets.
Through participation in leading trade shows, international business matchmaking, market intelligence, branding and trade promotion initiatives, as well as sustainability and industry-integrated design programs, the project brings companies closer to buyers and aligns products with market demand. These initiatives increase the visibility of participating brands and strengthen Brazil’s presence in the global furniture industry.
With hundreds of participating companies, Brazilian Furniture operates across two complementary segments: Furniture and Components, Machinery, and Industry Suppliers. Together, they showcase the strength, diversity, quality, innovation, and production capabilities of Brazil’s entire furniture value chain.
Showcase your brand at the industry’s leading international events, connect with global buyers, and expand into new markets with Brazilian Furniture.
Join the project: brazilianfurniture.org.brAbout ABIMÓVEL
For nearly five decades, the Brazilian Furniture Industry Association (ABIMÓVEL) has represented, developed, and strengthened Brazil’s furniture chain, bringing together and supporting companies of all sizes—from micro and small businesses to large manufacturers. The Association advances a positive agenda for an industry comprising more than 22,800 companies, which generated over BRL 92.1 billion in revenue and 287,200 direct jobs in 2025, within a value chain responsible for approximately 1.1 million jobs.
Through ongoing engagement with government agencies, business associations, and national and international institutions, ABIMÓVEL serves as a bridge between the public and private sectors. The Association advocates for the interests of the industry and contributes to the development of policies, strategies, and initiatives focused on competitiveness, legal certainty, and the sector’s sustainable growth.
Throughout its history, ABIMÓVEL has led programs and initiatives in business development, design, sustainability, technical standardization, innovation, and international expansion, strengthening the position of Brazilian furniture in domestic and global markets. Brazil is currently the largest furniture producer in Latin America and the seventh largest worldwide—a position that reflects the strategic importance of a diverse, geographically widespread value chain that continues to evolve in step with market transformations.
abimovel.comAbout ApexBrasil
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investments to strategic sectors of the Brazilian economy.
In order to achieve its goals, ApexBrasil carries out several trade promotion initiatives aimed at promoting Brazilian products and services abroad, such as prospective and trade missions, business rounds, support to the participation of Brazilian companies in major international fairs, visits of foreign buyers and opinion makers to learn about the Brazilian productive structure, among other business platforms that also aim at strengthening the Brazil brand.
The Agency also acts in a coordinated way with public and private players to attract foreign direct investment (FDI) to Brazil with a focus on strategic sectors for the development of the competitiveness of Brazilian companies and the country.
apexbrasil.com.brFURNITURE: IT’S OUR BUSINESS!
Brazilian Furniture Industry Association – ABIMÓVEL
Press Office: press@abimovel.com | +55 14 99156-0238
