Sentta is a new brand making its debut at Salone del Mobile in Milan. We’ve talked with the designer Carla Gomes, in charge of this new project which is coming from Fenabel, the experienced Portuguese seating producer.

 

What is Sentta concerning its positioning and mission?

Sentta mission is to design and produce dinning, lounge and room chairs, sofas and daybeds as well as side, coffee and center tables, for high-end international markets in the hospitality market field.

Sentta intend to bring to interior design professionals a solution for their projects, with design, quality, service and price, with the image of a retail brand and the offer and capacity of a contract brand. On top of it Sentta as a multicultural offer, through a selection of product designers of different cultures, that will bring to their products the language and need of each different market we want to reach.

Sentta is the solution for contract seating products with a home living look and feel.

Who developed the brand?

Sentta began inside Fenabel, (holding company of the brand), after 25 years of experience in the seating market, and, working as a supplier, the need to build something to add value to the market and to apply the know-how gathered in all these years.

After identifying this, the project started inside Fenabel and regarding image the chosen agency was Masquespacio.

When it began?

Sentta began to be developed in practice in the second semester of 2016.

How it was developed the whole process since the intention of building a new brand until the production and following distribution?

First step was to find the need of it inside the company, there was a search for a new challenge and the identification of a gap in the market for it.

After that the project started with the definition of what we wanted to add to the market and what we would like to build in our business portfolio.

The search for people that could add value to Sentta started in terms of marketing and designers to collaborate started right after the decision to move forward with this challenge.

Here we studied the market, identified the different needs and languages of the markets we decide to approach, and started to approach the designers.

After the product selection, the prototyping process started and the necessary adjustments were made.

A test to the market was made in the Maison et Objet 2017 and after collecting feedback we made necessary adjustments. We believe Sentta is now ready to be in the biggest event for furniture and design market, the Salone del Mobile 2017.

What were the main reasons that lead to start a new business?

As referred before, the first objective was to apply the know-how inside the company and to add value through a brand who could offer a new design solution for the hospitality market with the requested supplying capacity.

Which expectations you have for this first year?

Sentta aim is to achieve a place in the UK, France, American and German hospitality market at this first year we are looking to build brand awareness and began great business relationships with the main professionals of this area as well as with the invited designers. We expect results from the investment in Milan fair, always aware of the time the market need to retain a new brand.

In the second year of existence we want to have a solid presence in each of these markets and work with at least 3 of the main names of the interior design in each of these countries.

In 5 years we aim to have presence in the best hotel and restaurants projects around the world, with stronger achievement in UK, France, Germany and USA,

Why it was decided to launch the brand at Salone del Mobile in Milan?

Milan is the biggest design show in the market for this area, the main professionals will be there. For Sentta is a very good sign to have a place to be presented there, as it is a demanding show with the biggest brands of the world.

This made us proud and put this challenge in the level we need to be to get market share.

This first collection was based in what kind of strategic concept?

As mentioned before, the collection was made after a market study, we made an exhaustive search of the luxury hotels and restaurants around the world, mainly in the markets we target. After that we started to understand what we wanted to offer in terms of positioning, the idea is to have an offer from contemporary to boutique hotel concept, always considering the different market needs.

How were de designers and designs selected?

Designers search was made according the markets we wanted to approach, the work they presented before and the and empathy in terms of positioning in the professional world. We still looking for other collaborations, at this point we have a great selection regarding the geographic approach mentioned before.

What is the amount of the investment made?

About 75.000€

Where’s the brand being distributed?

In Spain, EUA, France, Italy and Norway

What are the plans for the upcoming years?

Sentta aim is to achieve a place in the UK, France, American and German hospitality market at this first year we are looking to build brand awareness and began great business relationships with the main professionals of this area as well as with the invited designers. We expect results from the investment in Milan fair, always aware of the time the market need to retain a new brand.

In the second year of existence we want to have a solid presence in each of these markets and work with at least 3 of the main names of the interior design in each of these countries.

In 5 years we aim to have presence in the best hotel and restaurants projects around the world, with stronger achievement in the UK, France, Germany and USA.

Photo: Courtesy of Sentta

More – www.sentta.pt