25 Years of Impress Decor Brazil: A Story of Innovation and Growth

For 25 years, the Brazilian furniture industry has been experiencing profound transformations, driven by innovations that have redefined its standards and practices. Among the highlights of this evolution is the fundamental role of Impress Decor, which, throughout its journey, has consolidated itself as a precursor and leader in the segment of decorative surfaces.

The company's arrival in Brazil in 2000 was a milestone in the decorative surfaces sector, following the expansion of the MDF market and boosting the nationalization of the production of decorative papers. The company was a pioneer in popularizing new materials and designs, establishing a new aesthetic for furniture produced in the country.

The context of the sector and the start of Impress operations in Brazil

In the late 1990s, Brazil experienced major economic and structural changes, with the Brazilian Real Plan stabilizing the economy and stimulating a growing demand for sophisticated furniture products. In this favorable scenario, the manufacture of decorative paper was still incipient and depended on imports. It was at this moment that the German company Masa Decor chose the country to expand its operations, becoming one of the main transformation agents of this market.

João Martinez, former director and now consultant of Impress Decor, recalls the decision to invest in Brazil with enthusiasm: “When Masa Decor started operating here in 2000, the category was in full evolution. The MDF segment was still in its infancy, and it was precisely at this time that it arrived to give the industry a new boost. Our mission was to nationalize local manufacturing and, at the same time, accompany the revolution that MDF would bring to the country's furniture industry.”

The choice of Araucária, in Paraná, as the site for the plant was strategic. “The region was experiencing a cycle of economic progress after the Real Plan and with the strengthening of the automobile industry. This created a favorable environment for a new player like Impress Decor”, says Marciel Nogaroto, current general director. "In addition, the proximity to MDF production and the development of local infrastructure were fundamental for our installation here”, he adds.

Throughout its history, Impress Decor has continuously invested in technology to ensure excellence in the development of its decorative papers. In 2000, the company started with a single printing machine, enough to cover the needs of the market in the early years. This initial investment was a crucial point for the success of the brand, allowing it to be established as a reference in innovation in the country. As demand increased, the company expanded its operations with the installation of new production lines. In 2005, for example, the Brazilian factory acquired its first laboratory machine, BabyLine, essential for creating samples and color adjustments, offering more flexibility and customization to its customers.

The evolution of surface design and the popularization of MDF

In the first years of operation, Impress Decor innovated by bringing new decorative patterns that reflected international trends, but with a focus on the preferences of the Latin American public. Before the arrival of Masa Decor, Brazilian furniture was dominated by traditional and undiversified patterns, such as dark wood tones, which did not fully meet the demand for more modern and sophisticated designs.

In its first innovations, Impress launched Queens Pecan, a wood pattern with a rustic and natural aesthetic, which opened doors to new designs. This was a milestone in the aesthetic change of locally produced furniture, contributing to a revolution in the universe of decorative surfaces.

The transition from Finish Foil (FF) to LPM (Low Pressure melamine paper) was another important step in this renewal. During this period, Impress played an essential role in popularizing LPM in Brazil, which quickly became the dominant finish, due to its strength, ease of maintenance and superior aesthetics. "We were responsible for making LPM more accessible. This not only innovated the design, but also helped the national furniture industry to stand out, offering an alternative of quality and competitiveness”, says João.

Marciel, in turn, highlights the company's impact on the transformation of the category. “Impress was instrumental in the growth of the MDF market in Brazil. Our entry and the nationalization of decorative papers helped accelerate the adoption of MDF, which consolidated quickly.”

Fusion and continuous development

In 2006, the merger of Masa Decor and Letron formed Impress Decor, expanding its production capacity and consolidating its presence in Latin America. This merger strengthened the brand, providing a solid foundation to expand and stand out in a competitive market. "The union with Letron was a turning point in the business, allowing us to grow even more in a challenging scenario”, Marciel comments.

From 2008 to 2011, Impress Decor received two more printing lines, significantly expanding its production structure and adapting to the growing demand for its products. During this period, it maintained its strategy of offering new alternatives, also investing in unique solutions for the target audience, which allowed it to stand out in a challenging economic scenario. Between 2012 and 2014, the Brazilian plant continued to expand its operations, receiving two impregnation lines, further strengthening its potential to serve a wider range of customers and to offer unique finishes.

In the 2010s, Impress Decor adapted to the new requirements of the category, not only with new standards, but also with sustainable solutions, incorporating technologies that ensured greater efficiency and less environmental impact in its products. This focus on technology and sustainability was essential for the company to continue to stand out, responding to the trends and needs of the furniture market assertively.

The challenge of the pandemic and expansion after COVID-19

In 2020, the COVID-19 pandemic brought immense challenges for all sectors. However, Impress was able to face the odds. As Marciel explains, “At the beginning of the pandemic, many didn't know what to expect, but we soon realized that consumer behavior was changing. People were more focused on improving their homes, and the industry began to see an increase in demand for furniture and decorative products.”

With the increase in demand, Impress Decor had to quickly adapt its production, adjusting its operations to serve the market in an agile and efficient way. “We had to adjust our operations to handle this unexpected growth. We started operating in three shifts, seven days a week. It was a challenging period, but we managed to keep our team motivated and focused on the goal of serving our target audience”, says Marciel.

As part of its expansion strategy, the company announced, at the end of 2020, an investment of R$ 100 million for the expansion of its manufacturing unit. The inauguration of a new printing line in 2024 and the creation of a Design Center dedicated to customers and partners reflect the company's strategic vision for the coming years.

In these 25 years of history, Impress Decor has established itself as a reference in the advancement of the furniture industry in Brazil, bringing innovations that have shaped the aesthetics of furniture and boosted modernization of the segment. With an ongoing commitment to excellence, the company continues to influence the market, preparing for new challenges and opportunities. In the next text, we will explore how Impress Decor continues to shape the future of decorative papers, with a singular focus on trend, design and innovation.