CEO of Brazilian Furniture Company Ornare Discusses Expansion Through New Milan Outpost

Sofia Celeste

February 27, 2025 at 10:16 a.m.·8 min read

MILAN — Husband-and-wife duo and engineers Murillo and Esther Schattan started Ornare in 1986, filling a void in the Brazilian market for upscale furniture. Almost 40 years later, the company has grown its network around the world, with the help of their sons Pitter, based in Brazil, and Stefan, now based in Milan.

After conquering their home market, the family-run company is now in the throes of a new chapter marked by international expansion. Ornare, which offers solutions for kitchens, closets, home theaters, living rooms, home offices and bathrooms, now books a significant amount of business out of key mono-brand showrooms in Dubai, throughout the U.S. and most recently out of Milan, which opened in April 2024.

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The São Paulo-based company is also gearing up to open locations in Washington, D.C., Boston and Lisbon, Portugal. As Milan Design Week approaches, it’s preparing to unfurl its latest lines — the Timeless and Colette collections — with an installation created by architecture and design studio Parasite 2.0, which was founded by Luca Marullo, Eugenio Constantino and Stefano Colombo.

WWD: Ornare, based in São Paulo, has a very unique business model. Made in Brazil, with Brazilian know-how and an in-house team of Brazilian architects, the company is one of the few South American firms that has solidified a strong presence in the Middle East and Milan.What is the strategy going forward?

Murillo Schattan: For us, it’s a challenge, as there are many manufacturers in Italy and across Europe. However, our vision and mission are clear: we want to be an international company with a presence in various cities around the world. Initially, we looked at the South American and North American markets. But after opening in Dubai, we realized that it is possible to operate across long distances, working in an integrated way. We are succeeding in Dubai, where our competitors are primarily European companies and factories that also operate in the region. That’s when we decided to open the flagship store in Milan, a milestone of our strength to serve the global market.

WWD: How has the feedback been for your new showroom in Milan, located on one of the most luxurious shopping promenades in the world?

M.S.:The feedback has been extremely positive, especially in terms of the showroom’s visibility, which is critical given Milan’s role as a global design hub. We’re seeing an influx of clients from all over the world, and this is opening up exciting opportunities for us. We’re not just forging stronger relationships with clients but also engaging with brands eager to explore new collaboration possibilities.

WWD: Where will you open next?

M.S.: We will be opening new flagships in Lisbon, Washington, D.C., and several key cities in Brazil by the end of 2025. Washington, D.C., will open at the end of April, followed by Boston in July, and Lisbon in August. We’ve also recently launched showrooms in Paramus, N.J., and Palm Beach, Fla. In Brazil, we are expanding to additional important locations, further strengthening our presence in the market.

WWD: You began branching out into the global market with your first showroom in Miami, opened 18 years ago. Which market is primary for your business?

M.S.: Brazil, with its vast population, remains our largest market since our founding in 1986. São Paulo is crucial, followed by international cities like New York, Miami and Los Angeles. Miami was our first step into the global market, and since then, business in the U.S. has been very strong for us. With 11 showrooms, it has become our second-largest market. Dubai further confirmed our success, becoming one of our three most relevant markets just three years after opening. Brazil remains relevant, as our cultural presence of over 30 years continues to make it the heart of our operations.

Ornare’s showroom on Via Manzoni in Milan

WWD: Your business also comes with unique challenges related to the Brazilian economy. Brazil’s government just cut its economic growth forecast for this year to 2.3 percent and lifted its inflation outlook to 4.8 percent this year, up from 3.6 percent in November. Over the past few years, the real has also lost value against the euro. How does the weaker Brazilian real affect your business?

M.S.: As a global company, we are not heavily impacted by economic fluctuations in any single market. With multiple branches in the U.S., we do not rely solely on the Brazilian market, ensuring stability even during market downturns.

WWD: Given the domestic challenges, how is the Brazilian market (your number–one market in terms of sales) performing right now?

M.S.: The market is growing steadily, with annual growth between 5 and 10 percent. The pandemic caused a significant spike in our sales, especially for home renovations — a trend that has helped us maintain strong revenue despite economic and political fluctuations. We’ve also seen growth in both Brazil and the U.S. with large hospitality contracts, which have helped streamline operations. So far, we’ve completed numerous residential buildings and hotels, and we have more projects currently underway in this sector.

WWD: Can you elaborate on how you temper rising shipping costs from Brazil to other regions?

M.S.: Shipping costs represent about 5 percent of our product price, which doesn’t have a significant impact on our operations. This rate remains consistent across Europe, Dubai and the U.S.

WWD: Looking ahead into the ongoing year, are there any indications of how sales are performing? What was January like?

M.S.: We anticipate a strong year ahead, with numerous projects in the pipeline and several already nearing closure. International sales are projected to grow by 20 to 30 percent. In Europe, we are now more aligned with the market, positioning us to secure significant contract projects.

WWD: What issues are key for your business in 2025?

M.S.: We are focusing on moving our headquarters to a new facility which will dramatically increase our production capacity and will facilitate our new environmental endeavors. Another major theme is our ongoing efforts to integrate artificial intelligence into the business to enhance our design, communications and operational processes. The added value lies in the ability to quickly interpret information and strategically utilize artificial intelligence across all our showrooms and factory. We have 980 people working for us in various time zones around the world, and we need to start working well with these innovations that put forth a new novelty every day.

WWD: How much are you investing in AI?

M.S.: All our sales teams are continuously learning through AI, and we are actively integrating it into our software. Innovation is a core pillar for us, making it essential to stay ahead with AI and emerging technologies. This ensures greater efficiency, improved customer interactions and a more seamless design and sales process.

WWD: You mentioned that working in Dubai and the reception from the Middle East market gave you the confidence to open in Milan, the design hub of the world. Are there plans to open new showrooms in the Middle East?

M.S.: We have already completed projects in Saudi Arabia through our Dubai showroom. Ornare has also participated in two real estate development events, engaging with architects, designers, and developers to explore potential opportunities and discuss ongoing projects.

WWD: How does contract business impact your sales?

M.S.: We are currently manufacturing and installing a contract project in Miami, along with several more in Brazil. Over the past two years, this area has been a key focus for the company, and we have significantly strengthened our expertise in large-scale contracts.

We recognize that developers seek highly customized and ultra-special projects. With our extensive industrial capabilities and deep experience in installation and logistics, we are well-equipped to handle large, complex developments efficiently.

Additionally, we are actively working on new projects through our showrooms in the U.S., Dubai and Milan, specifically for large real estate developments.

WWD: How did Ornare’s sales perform in 2024?

M.S.: We don’t disclose figures, but sales grew 30 percent during the pandemic and we maintained that momentum every year since [even in 2024].

WWD: What will drive your business strategy for 2025?

M.S.: Increasing sales in our existing showrooms is a key priority for us, along with developing tailored solutions for projects that require a high level of cabinetry and millwork.

WWD: How are raw materials, particularly wood, managing within your production cycle?

M.S.: Our main raw material is MDF [an engineered wood product made by breaking down wood]. We also use various types of wood from Italy, Africa and high-quality Brazilian wood, all of which are performing exceptionally well with no significant issues to date.

Ornare holds both FSC and Zero Carb certifications, ensuring that our production is environmentally safe for both the planet and our clients. We are committed to sourcing only the highest-quality raw materials available.

WWD: As a South American company, how unique is it to have established a name in Europe?

M.S.: Our differentiation in Europe lies in our strong client orientation. We design projects within a week, and our shop drawings are delivered promptly. We have a dedicated installation team, ensuring a seamless process from start to finish in the client’s home. Our level of customization surpasses that of our competitors, allowing us to provide truly bespoke solutions. While many brands focus on furniture, we specialize in millwork and cabinetry, which enables us to be more expert and focused in this segment.

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