Multilem expands international presence with focus on China and prepares new brand in Portugal

The Portuguese company specializing in creating brand experiences, Multilem , which last year had a turnover of over 65 million euros , continues to strengthen its global presence and focus on diversifying its business areas to continue growing. Taking “its first steps in the Chinese market”, the company already does 80% of its business abroad and is preparing to launch a new brand in Portugal.

Headquartered in Azambuja , Multilem has more than tripled its turnover in recent years. “Consolidated sales volume was 17 million euros in 2019, grew to 47 million in 2022 and stood at over 65 million euros in 2024,” Luís Matos Chaves, general director of Multilem Portugal, told ECO.

According to the same person, the company, which is responsible for building stands for fairs and other corporate events, with clients such as Turismo de Portugal and TAP , continues to focus on “opening new countries/segments/business areas that can complement the Group’s existing portfolio”. “We are taking our first steps in the Chinese market, through a new partnership that we are developing to strengthen the presence of the Multilem brand in this country”, said the CEO of Multilem.

In 2024 we will open offices in the UK and the US, with two distinct business plans, tailored to the strategy of each market. Both will require structural investment over the next 3 to 5 years.

In addition to this new expansion, the company continues to develop new investments in the markets where it is already present. “ In 2024, we will open offices in the United Kingdom and the United States, with two distinct business plans , adjusted to the strategy of each market. Both will require structural investment in the next 3 to 5 years ”, highlights Luís Matos Chaves.

On the other hand, the strategy involves “ strengthening the largest central offices , currently in Portugal and the Middle East, which operate as regional hubs and play a key role in the development of markets in their respective regions”. “ At the same time, we are developing a project to launch a new brand in Portugal , focused on the design and fit out of spaces, such as stores, offices, commercial spaces, etc.”, says the same person in charge.

The company, which currently employs 109 people in Portugal — 200 globally — has exports as its main source of revenue. “ Around 80% of our activity is carried out with international clients , which makes Multilem a company that contributes positively to the generation of value in terms of exports”, says the CEO of Multilem.

New record in 2024

With several months already gone by in 2025, Luís Matos Chaves is optimistic about the year. “ We are experiencing a very dynamic first half of 2025, with a pipeline that already guarantees us the annual breakeven in all geographies , which, in a service activity, is very positive at this time of year”, he explains. “ At Multilem Portugal, we will probably have a first half above 2024, which was already a record year” , he anticipates.

At Multilem Portugal, we will probably have a first half of the year above 2024, which was already a record year.

“This year we have had large-scale and relevant projects ,” he points out. And he gives some examples: “From the commercial kickoff of Novo Banco in Alcobaça, to notable presences such as Embratur at T&AS in Los Angeles – distinguished with the Best in Show award – or TAP’s presence at BTL 2025 , with the celebration of its 80th anniversary.”

The director also highlights the SOS OCEAN project in Paris , for the Oceano Azul Foundation, “a unique event that combined sustainability, culture and responsibility”. “Brazil’s presence at Milan Design Week, where we worked with Apex Brasil and Abimóvel in two spaces that showcased the best of Brazilian design and identity. In parallel, we are present at fairs such as Coverings, in the USA, with Centro Rochas, and Galeria Brasil, a sensory project in the heart of Paris that celebrates Brazil’s heritage in an innovative way”, he added.

With the company working on several projects, Luís Matos Chaves notes that “the market is evolving very quickly, with customers becoming increasingly demanding and attentive to the return on their investments. It is not enough to create something beautiful, the experience must be relevant, impactful and generate results”. “Personalization has become essential and technology is now an indispensable ally, both in creating memorable experiences and in measuring their impact”, he adds.

“Working in different geographies also requires a huge capacity for planning and adaptation. From our headquarters in Azambuja, we can set up projects anywhere in the world, with a level of control and efficiency that is only possible with a well-integrated operation . The market doesn’t stand still and neither do we”, he concludes.

It is undeniable that the current US trade policy is generating some economic uncertainty, and may also make it difficult for certain customers to access the American market (…) Even so, this situation does not change our focus: the US continues to be a strategic market for the Multilem Group and we maintain our commitment to investing sustainably in this geography.

As for the US, the manager adds that the company “Multilem has been developing projects in the US for several years, especially for clients from the Group’s different international offices”. “ In 2024, we took an important strategic step by formally opening a local company, with its own implementation capacity ”, a decision that proved to be the right one in the current situation. This is because, “ without this autonomy, the current context could in fact compromise our ability to respond to international clients operating in this market”, he stresses .

Even so, Luís Matos Chaves assumes that “ it is undeniable that the current US trade policy is generating some economic uncertainty, and may also make it difficult for certain customers to access the American market” . “Therefore, we are alert and prepared to assess the impacts that may arise in the medium term. Even so, this situation does not change our focus: the US continues to be a strategic market for the Multilem Group and we maintain our commitment to investing sustainably in this geography ”, he argues.