Interviews
Mais Finishings offers high-end finishing materials and extensive expertise in large porcelain slabs
(March 2025) | The luxury market in Brazil has seen significant growth and is expected to reach R$130 billion by 2030, according to Bain & Company. This highly diversified market is increasingly driven by young consumers purchasing luxury items across various sectors, including automobiles, private aircraft and high-end real estate. Recognizing this demand, Sandra Molina Feuer and her husband and business partner, Nelson Feuer, founded Mais Finishings 22 years ago. Their company specializes in high-end finishing materials, primarily serving architects and their clients.
Sandra, how did it all begin?
My partner and I both have backgrounds in civil engineering. In 2003, we founded Mais Finishings with the goal of offering specialized consulting services to architects, helping them bring their envisioned projects to life. Our focus has always been on all types of high-end finishes, carefully curated to align with the latest design and decoration trends.
What kind of products does Mais Finishings offer?
Today, we carry both domestic and international brands of tiles, sanitaryware and fittings. But our business is not just about selling products – we focus on delivering tailored solutions for each client’s project.
You provide consulting, engineering and installation services, including for large slabs.
Yes, we’ve been working with large-format slabs since 2015. Back then, the slabs weren’t as large as they are today – formats were 120×120 cm – but as sizes increased, we invested heavily in the technology and expertise needed for handling them. Today, we have extensive know-how in this area. It’s not just about storing and delivering the slabs; we also provide technical support for architects, helping them integrate these materials seamlessly into their projects.
Do you also offer installation?
Yes. In addition to installation, we handle processing and finishing for these materials. Over time, we’ve developed extensive expertise in working with large slabs.
Which slab manufacturers do you work with today?
Among domestic brands, we work with Roca, the first Brazilian company to produce porcelain slabs using Continua technology. For international brands, we collaborate with Inalco and various Italian manufacturers. We always seek unique products that aren’t available in Brazil, which is why we work with groups like Imola and, depending on the product type, have also partnered with Graniti Fiandre, Gardenia and Florim. In other categories, we’ve sourced products from Ceramica Sant’Agostino and Sicis.
Is the search for unique materials an ongoing effort?
Absolutely. We always aim to surprise and inspire both architects and end consumers. That’s why we actively participate in major design shows in Milan, Paris and Bologna, where we discover upcoming trends for residential spaces.
Who selects the products at Mais Finishings?
I personally oversee product selection for the company. I seek out suppliers who align with our vision and aspirations.
Who are your main clients?
We have five stores, and architects account for 90% of our business. However, in some locations, end consumers also represent a significant portion of our clientele. There are always individuals who take on renovation projects themselves.
Do you provide guidance or recommend professionals in such cases?
Yes, but it’s a very personal decision for the client. If requested, we provide recommendations for three or four architects, allowing them to choose the best fit.
Where are your stores located and how do they differ?
Our stores are located in the state of São Paulo, specifically in Alameda Gabriel Monteiro da Silva, a renowned street for high-end interior design showrooms in São Paulo, Avenida Pacaembu and in the cities of Santo André and Campinas. We also have a new store in Rio de Janeiro, opening this year with a different service concept.
What makes the Rio store different?
We’ve been operating in Rio for 10 years and wanted to try a new approach. This store exclusively serves architects and specifiers by appointment, similar to how high-end European showrooms operate. Since we already have a loyal network of architects, we’ve designed this 250-square-metre space to offer a personalized, curated experience.
Is the clientele in Rio different from São Paulo?
Each region has its own distinct preferences, architectural styles and home sizes. Even within São Paulo, Campinas differs from the capital in terms of market demand.
How do you structure your product offerings?
Rather than stocking multiple brands of the same product, we focus on one brand per category. This includes marble, concrete, wood, vinyl flooring and more. For sanitaryware and fittings, we work with multiple suppliers, each offering distinct product ranges.
Doesn’t this limit client choices?
Not at all, because our approach is project-driven. By understanding the client’s vision and the architect’s brief, we guide them toward the best options in terms of aesthetics, functionality and cost-benefit. Since we purchase in volume from each supplier, we can offer competitive pricing.
How do you manage your relationship with architects?
We recognize that each project is unique and that architects need exclusive specifications. With our extensive range of products, we enable customized, distinctive solutions for each designer.
How do you handle inventory?
We operate a distribution centre and manage inventory in two ways. One involves maintaining stock of key products according to demand patterns, the other focuses on scheduled deliveries directly from our suppliers. Since we work based on projects, this allows for precise planning and delivery timelines. We are also very strict about meeting deadlines.
What about imported products?
We also stock key imported items, though not the full portfolio. Since we bring in large volumes every month, our standard delivery time is 45–60 days, except during certain peak periods such as the year-end holidays. Right now, shipping costs are very high. Each season has its own challenges, but I always say that’s what makes retail interesting – it’s never monotonous.
How do you view Italian products?
Italy leads in both design and technology. Many of the world’s top design studios are Italian and they are always at the forefront of innovation. Their products are more refined, more durable and offer greater variety. We never import products that are already available in Brazil – we always seek something unique.
You talk about technology, but isn’t the equipment the same for everyone?
It’s not just about having the right equipment – there’s a learning curve to producing a high-quality product. Take full-body porcelain tiles, for example. Beyond their stone-like aesthetic, they allow us to create kitchen countertops where the material is uniform throughout. However, we also need to consider practical factors: the material can chip, and the people using it daily aren’t necessarily the ones who chose or purchased it. That’s why safety and durability are key concerns in its application.
Is it possible to achieve this level of precision?
Some people say we’re too technical, but we believe in-depth knowledge is essential in this field. My background is in engineering, so for me, functionality always comes first.
How should Italian companies improve their presence in Brazil?
Entering Brazil is very challenging due to high taxation and complex regulations. Many foreign brands – German, Japanese and Italian alike – enter the market without fully understanding its complexities, leading them to exit quickly. This damages brand credibility. For example, in the sanitary fittings sector, Grohe and Duravit entered and exited rapidly, leaving only Kohler.
What’s the best strategy for success in Brazil?
First, you need to fully understand the market. Brazil is a vast and highly regionalized country. You can enter through Recife, Santos or Itajaí – it doesn’t matter where, but each entry point has logistical implications. For example, if you enter through Itajaí, you can’t easily distribute to the Northeast. Italian companies in particular need a deeper understanding of the Brazilian market. We operate differently from them – it’s not better or worse, just different. In Italy, for instance, inventory is kept right next to the store, which simplifies logistics for retailers since they don’t need to hold stock themselves. Now, imagine a store in Manaus, in the far north of Brazil – just getting products there is a logistical challenge, not to mention the complex tax system and the need to understand Brazilian consumer preferences. Without this level of insight, foreign brands struggle to establish a foothold.
What is the mindset of Brazilian architects?
The architecture profession has become more specialized. Today, architects need to understand a wide range of materials, from tiles to lighting and beyond. They rely on trusted partners to navigate these choices. There are also important differences between seemingly similar products – you can’t simply compare brands because the manufacturing techniques vary. Every choice comes down to a cost-benefit balance. Lack of information can lead to mistakes. Some people say we’re too technical, but we believe in-depth knowledge provides peace of mind. After all, building a home is a dream and we want to ensure that dream is fulfilled.
Do your stores follow a standardized product display format?
Yes, we have a standardized layout, though we always adapt to the specific property. Given the wide variety of products we offer, we rely on samples rather than displaying full inventories. We also have an outdoor exhibition area that functions like a gallery for large slabs, allowing customers to experience the materials in natural light.
You launched a franchise project this year. How did that come about?
Nelson and I are in our 60s and our heirs have chosen different career paths. With a team of 120 employees, we needed a way to ensure the long-term future of our business. After careful consideration, we decided to develop a franchise model, which we have been structuring over the past two years.
What is the franchise model and what type of franchisees are you looking for?
We’re not just offering products, we’re providing the expertise needed to run the business successfully. A franchisee must embody our DNA, have a deep understanding of the luxury market and appreciate the value of architectural projects. Our goal is to professionalize the company further while maintaining our high standards.
Some Italian brands distributed by Mais Finishing:
Ceramica Sant’Agostino
Fincibec Group
Florim
Gardenia Orchidea
Imola Ceramica
Leonardo
La Faenza
