Interview with the founder

Interview

Emanuel Sabino - CEO

“Each customer is unique”

How was Fabri created?– I had already been in the kitchens’ industry for 12 years. At that time, if an individual wanted a quality kitchen with a good design, they would have had to look for imported kitchens. Further to this, with my training in design, I saw this as an opportunity to start creating quality kitchens, with design.

Along these 37 years, Fabri diversified the production. Was this the ambition back in 1983?

– We started with kitchens and at a certain point we also realised that vanities and wardrobes were also an important concept. Today, when we start a project we are able to supply the kitchen, furniture for the bathroom, together with wardrobes and closets. That was the dream: to grow solidly, increasing the quality and design.

The investment in your own manufacturing unit is a differentiating factor?

– We built a factory with the latest technology and specialised personnel, in order to make quality products with exclusive design. Very quickly we realised we had done the correct decision, because the customers realised that what we created was very different from what the other companies in Portugal were able to supply at that time.

The design continues to be the core strategy of Fabri?

– Without a doubt. It is a personal and unique design – a design that is ours. The addition of the designer, Inês Sabino to the Fabri team was an important factor, as she assisted with the creativity and design of the brand. She added value in terms of innovation and creation. We should be giving younger people a chance, as they have the ability to bring fresh ideas.

Fabri is now in the South African market. The economic context turned out to be a lever for internationalization?

– In a way, yes. We had to think about the various options. Our domestic market was going through a difficult time, but despite the crisis in the construction sector we kept our base solid and firm as there was something that we never lost sight of: the private residential client. Each customer is unique; to whom we ask questions, understand their needs and their personal taste. It was then that a possibility in South Africa emerged. We saw that it was a promising market and we decided to enter this space with our product and philosophy. The market understands that we have quality, design and exclusivity and it has been a success ever since.

What are the goals for Fabri in the coming years?

– To continue growing; always in a customer-centric approach thinking about the client and their specific needs, so that they continue to be satisfied with our work. To grow also in the international market. We’ve been working in almost every region of the world. At first this wasn’t part of our goals, but our sustained growth had allowed us to see that we have possibilities to export and even to dignify our country as manufacturers. I consider that to be an important attribute.