Interior Lifestyle South America Launch
Brazil is the new global stage for the lifestyle sector
Interior Lifestyle South America (ILSA) was officially launched at an exclusive event at the Sheraton WTC, in São Paulo (SP), on March 19th. It brought together representatives of the household industry, partners, influencers and specialized press to mark the beginning of a new chapter in the lifestyle market in Latin America. The result of a strategic partnership between the Grupo Eletrolar and Messe Frankfurt, the fair promises to transform the sector’s scenario, connecting industry to retail in an unprecedented way in the region.
by Dilnara Titara
The choice of Brazil as the headquarters for Interior Lifestyle South America was strategic. According to Fernando Gorbarán, regional director for South America and president of Messe Frankfurt Argentina, the country offers a unique combination of a robust market and consolidated commercial infrastructure. “Ambiente is one of the fairs that motivated the creation of Messe Frankfurt as a global company. It is the largest household consumer goods fair in the world.”
The Interior Lifestyle brand was created to be closer to strategic markets, says Gorbarán. “We already have editions in Japan (Tokyo), China (Shanghai) and Dubai. Now, we are landing in Brazil because São Paulo is a tremendously important market, one of the 10 largest economies in the world. In addition, the city is recognized as an international business hub, with strong technical capacity in its industries and manufacturers, which present differentiated design.”
The decision to join forces with the Grupo Eletrolar was also strategic, and the Eletrolar Show model was crucial to the partnership: “We chose the Grupo Eletrolar because of its innovative vision, proven by the success of the Eletrolar Show. Few fairs in the world have the level of investment and organization that it offers, from the business rounds to the presence of major retailers from all over Brazil and Latin America. This consolidated business environment was essential for us to decide to launch Interior Lifestyle South America in this space.”
Opportunity for the household consumer goods sector
Carlos Moreira, executive director of INP and of projects at Think Plastic Brazil, a partner in the ILSA project, reinforces that the event is here to meet a pent-up demand in the market. “We were looking for a platform to connect the household consumer goods sector with retail, especially at a strategic time of the year. Eletrolar Show is already consolidated, and Interior Lifestyle South America is here to fill this space, boosting sales in both the national and international markets.”
The business platform created by Messe Frankfurt and the Grupo Eletrolar is expected to strengthen the household consumer goods sector comprehensively. According to Carlos Moreira, the global market will be one of the main beneficiaries: “Since the event is linked to Messe Frankfurt, the Brazilian UD sector will have global visibility. In addition, Think Plastic Brazil is already developing solid internationalization work, with a presence at several global events and connections with more than 150 consulates and embassies around the world. Our associated companies will directly benefit from this exposure.”
Partnership with Grupo Eletrolar is a competitive advantage
The presence of the Grupo Eletrolar in organizing the event guarantees an efficient and targeted business structure. Carlos Moreira emphasizes that this is one of the major differentiators of the fair: “Eletrolar Show has market intelligence work that is a competitive advantage. It understands the profile of participating companies and strategically selects guests to ensure the best return in terms of business.”
The business model is another strong point, and the lack of a specialized event in the middle of the year was a bottleneck for the sector. “Household Godds fairs are concentrated at the beginning of the year. Not having a business platform in the middle of the year was a big problem for the sector. Interior Lifestyle South America arrives to solve this problem and create a constant business cycle”, says Carlos.
“Expectations are high, says Carlos Clur”, CEO of Grupo Eletrolar. Household goods is a category that Eletrolar Show already had and now reinforces with the Interior Lifestyle brand, bringing buyers focused on design, household goods, gifts and lifestyle. The partnership with Messe Frankfurt is extremely strategic, because Ambiente is a consolidated and globally recognized fair in the lifestyle and consumer goods sector. This DNA strengthens the credibility and attractiveness of Lifestyle South America, bringing international know-how and trends to the Brazilian market.
The Grupo Eletrolar is preparing a robust structure to ensure that Lifestyle South America is a standout event. The aim is to offer a complete business experience, with areas dedicated to networking, business rounds and exhibitions carefully selected to attract qualified buyers.
Global trends
The event will bring global trends, curated products and services aimed at the lifestyle, gift and homeware market. The presence of international players and the connection with the Latin American market will strengthen commercial opportunities and create a space for the exchange of ideas and innovations, positioning Brazil as a strategic hub for the lifestyle sector in Latin America.
With the combination of the expertise of the Grupo Eletrolar and the strength of Messe Frankfurt, Interior Lifestyle South America promises to become a landmark for the Brazilian lifestyle and homewares market, consolidating Brazil as a strategic hub for business and innovation.
Fair in parallel to Eletrolar Show
Interior Lifestyle South America will be held in parallel with the Eletrolar Show, an event that has been consolidated for 18 years as the largest meeting point between industry and retail in Latin America. The next edition will take place between June 23 and 26, 2025, in the Distrito Anhembi, in São Paulo. The fair brings together the main brands of electronics, white goods, laptop and technology, and receives visitors from all regions of Brazil and other countries.
The integration with Eletrolar Show was a very well thought out decision, explains Carlos Clur. “The strategy of launching ILSA during the Eletrolar Show is to take advantage of the already established audience and bring together technology and design. We want to attract new visitors from the household consumer goods, furniture and decoration industry, and bring decision-makers from all retail chains in Brazil to do business.”
Source: Eletrolar News Magazine #166
