Interview Vista Alegre
“Growth is absolutely
a priority” As Vista Alegre continues to position itself as a player on the hospitality front, HoReCa speaks with Denise Madeira, marketing manager, Vista Alegre Hotelware about how the luxury brand is carving a niche for itself in the sector…
How has the past year been for Vista Alegre’s hospitality branch? The past year has been very positive for Vista Alegre’s hospitality branch, which we see as one of the key engines of the brand’s growth. The HoReCa channel is not simply a distribution channel for us — it is where the brand truly comes to life. Hotels and restaurants function as living showcases, allowing guests to experience our products in an emotional and authentic way. We have continued to strengthen partnerships with chefs, hotels and international groups, while also investing in more integrated and bespoke hospitality concepts. This has reinforced our visibility and desirability globally, positioning HoReCa as a strategic pillar for our long-term ambition of becoming a global lifestyle brand. How do you and your team identify new avenues of potential revenue stream for HoReCa?
30 TABLEWARE INTERNATIONAL: HoReCa
Identifying new revenue streams starts with listening closely to our partners. We work in close collaboration with chefs, hoteliers and designers, understanding both their operational needs and their creative ambitions. This dialogue often leads to co-creation opportunities — from bespoke tableware collections to fully integrated hospitality concepts. At the same time, our
complementary categories such as cutlery and table accessories. This diversification enables us to offer a more complete experience within the HoReCa space.
“The outlook for Vista Alegre Hotelware is not just one of incremental growth, but of sustained strategic expansion” internal design team remains deeply connected to global trends and artistic movements, allowing us to anticipate shifts in consumer behaviour. We also look beyond traditional ceramics, expanding into
Vista Alegre has such a strong market position in the luxury, boutique segment, how does the brand harness this and translate it into growth in HoReCa? Our position in the luxury and boutique segment is a major asset. It gives us credibility and a strong identity, which are highly valued in hospitality. Hotels and restaurants are increasingly focused on storytelling and differentiation, and our heritage — combined with contemporary design — allows us to contribute meaningfully to that narrative. We harness this by translating our DNA into experiences. In HoReCa, our products are not just functional objects; they help define atmospheres and shape how guests feel in a space. By combining craftsmanship, innovation and emotional value, we create pieces
that elevate the overall experience — and that is where real growth comes from. Is the goal to grow the scale of Vista Alegre’s HoReCa business to the extent that it rivals other large end-to-end providers, or do you feel the luxury/premium segment is more suited? Our ambition is not necessarily to compete on scale with large end-to-end providers, but rather to grow in a way that remains true to our identity. Vista Alegre is fundamentally a brand rooted in heritage, design and quality — and that naturally positions us within the premium and luxury segment. That said, growth is absolutely a priority. We aim to expand our presence globally within HoReCa, but always with a focus on value rather than volume. Our long-term vision is to evolve into a global lifestyle brand, extending beyond porcelain while maintaining the same standards of excellence. One point of difference for Vista Alegre is the brand is so design-driven and this is really evident in your Chefs’ Collection. Talk to us about the importance of the Chefs’