Living Environment just received the award ‘Global Honoree’ as the 2023 winning store that awards the International Housewares Association. He competed with ‘the big leagues’ of the specialized trade for the home in the world.
its creator, Patricia Velez, highlights the importance of the award, a ‘validator’ for internationalization.
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What prize did they win?
After a process, we were chosen by Fenalco last year to represent Colombia before the International Housewares Association, an entity that is in Chicago and holds one of the main home fairs in the world. After another documented presentation we went to Chicago to participate and they invited us to the selection of the prizes they give.
They have several categories and there was the ‘Global Honoree’ for the 2023 winning store. It was a difficult process, very high category stores such as El Corte Inglés and Harrods participated. With Ambiente Living we were representing Colombia. We won the prize and we are very happy. It is a sign that in Colombia we are capable of producing companies, of competing worldwide and of winning.
What was recognized in the brand for it to win?
The award is for retail in the home sector. After the pandemic there are substantial changes in the way people shop. This has opened the question about what is the future of physical retail. They saw in us a store that will be preserved in the future because it combines a multisensory experience, links the five senses to shopping and entertaining the people who go there. Entertainment is not replaced by online.
What is Ambiente Living like?
It is a store with a format that sells furniture, decoration, lighting, but it has a format where a restaurant is linked, it has live music, with a grand piano. Here people have a glass of wine touring the store. We organize fashion shows and concerts and invite brands from other sectors to participate, among other activities. So it is an experience store and that is not replaced by digital commerce. We have focused on supporting local artists, graffiti artists and artisans contacted directly.
(See: The Casa Ideas brand opens its third store of 2022 in Bogotá).
How many stores do you have?
We have 6 in Medellín, Barranquilla and Bogotá, and we are going to open Cali. They are stores between 1,000 and 1,500 meters, large.
Does the award encourage internationalization?
That is our illusion and that is what we are focused on. We have had several people contact us worldwide, Mexico, the United States, they see in us the potential for growth worldwide and we want to project ourselves as a Colombian brand. That is why we have tried to publish local and authentic products. For example, we are working with El Carmen de Viboral on a tableware project.
That’s why I think the brand is important, today what is being exported with franchises are restaurants and entertainment and exclusive and designed products. And I think we have the combination of all three elements.
Do you already have something concrete?
The brand is registered in almost all countries of the world and companies incorporated in the United States and Spain. You have to start with legal advice, on how to get to logistics with products that are heavy and difficult to export. We are consolidating what part of our portfolio competes globally. We want to open two flagship stores of our own and grow with franchisees.
Patricia Vélez, creator of Ambiente Living.
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And the places?
It is clear that Miami and Madrid, and countries like Mexico with great potential, because their culture is very similar to ours. There are other interesting countries in Latin America, but there are also Arab countries. We are not closed to being able to reach any part of the world because, additionally, this award has been a validator.
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How is Ambiente Gourmet doing?
In Colombia we have 50 stores, and another 60 or 70 points within stores such as Carulla, Falabella and in specialized stores. It is a great brand, sister to Ambiente Living.
How do you see the arrival of Ikea in the country?
He is a great player, interesting. It handles another concept for those who want a solution with design and practicality. I would say that we do not compete, we complement each other.
What expectations do you have for this year?
2022 was a very good year. This started more difficult, due to inflation. It is one more stage in commerce, you have to prepare and work.
(See: Amarilo’s bets: sustainable construction, well-being and progress).
How many years have you been in business and what are your achievements in the face of a ‘retail’ led by men?
I’ve been here for 20 years, I’m a lawyer by profession and I’ve been working since I’ve known myself. I think it is a very macho world. Those of us who have been lucky enough to be entrepreneurs to work with other women have a great job. We have 350 people and close to 90% are women and many are mothers who are heads of household. They are also businesswomen because they have to manage that great company that is their houses, with their salary and they have to have leadership and strength. I think the fact of being a woman makes me much closer to my team.
CONSTANCE GOMEZ GUASCA
Journalist Portfolio
