How Camesa Combined Longevity and Latin American Expansion
Richard Batista explains brand management, institutional repositioning, and cultural adjustments in Argentina.
On Marketing - The Podcast, Richard Batista details Camesa's longevity in the home textile sector and its strategic decisions for international expansion. He breaks down how the brand generated end-consumer demand within a B2B model and tailored its messaging for the Argentine market using behavioral testing.
Richard Batista, Head of Performance & GTM at Camesa, spoke with Bruno Gimenes on Marketing - The Podcast about how the company has remained relevant across four decades in the bed, bath, and table textile industry while structuring its international expansion across Latin America.
In the video above, part of a broader episode on strategy and performance, Batista explains that the survival and growth of a heritage company depend on the ability to anticipate market shifts and refresh leadership.
Generational management and market vision
Camesa was founded in 1980 by the Raquim and Chammas families and underwent a revitalizing transition with the arrival of new generations in leadership, including director Alberto Raquim. Batista emphasizes that strategic decisions during periods of economic instability defined the company's positioning relative to its competitors.
During the Brazilian economic crisis between 2015 and 2017, while the broader textile sector opted for inventory clearance and price cuts, Camesa retained stock and invested in manufacturing infrastructure. "Just to give you an idea, there was a time around 2015, 2016, 2017, with Brazil in crisis, where the entire market moved toward fire sales and giving up margin, while Camesa held back strategically. When product dried up in the market, we were the only ones who had inventory," Batista explains. During the same period, the company opened two new pillow manufacturing plants.
This proactive approach to trend analysis involves integrated efforts across the executive team: José Padoando heading marketing and influencer partnerships, Camila Chammas leading product development, Marina Berg overseeing research trips across Brazil and project coordination, alongside Batista managing performance strategy.
Building institutional demand in B2B
Even while operating on a strictly B2B model, Camesa adopted a strategy focused on driving demand directly with the end consumer. The goal is to ensure consumers across different demographics recognize the brand's products on partner retail shelves.
The company has generated millions of views on institutional digital content. Batista notes: "These are three institutional campaign videos for a 100% B2B company, with 5 million views. In other words, we focus heavily on the end consumer, generating top-of-funnel demand so people see Camesa and relate to it." One video garnered 6 million views, while another reached 3 million.
Strengthening the product portfolio positioned the company to capture market share following the decline and collapse of the Coteminas group, which previously held 70% to 80% of the market through brands such as Santista. Camesa engineered 10 distinct pillow lines, alongside high- and entry-level bedspreads and children's collections.
Two fronts of international expansion
In its international rollout, the company pursued two distinct tracks: white-label exporting and proprietary brand development in neighboring markets. In Ecuador, its towel operations positioned the company 8% ahead of the second-largest exporter by volume.
In Argentina, the strategy centered on establishing the Camesa brand directly. To prevent common expansion pitfalls, the marketing team traveled to the country and assembled an on-the-ground team with Argentine partners Ana, Yanina, and Diego, who manage local advisory support and native photoshoot productions.
Cultural adaptation and behavioral testing in Argentina
Entering the Argentine market required granular adjustments in communication to overcome perceptual barriers. Initially, local digital channels struggled to achieve organic growth and engagement.
Batista deployed artificial intelligence trained on neuroscience and neuromarketing frameworks to identify messaging gaps. The analysis revealed that overemphasizing the company's Brazilian roots generated friction among local consumers. The performance team, led internally by Letícia, removed these references and tailored campaign terminology to match Argentine consumer behavior, driving a substantial surge in followers.
For Batista, international expansion requires brands to integrate seamlessly into local everyday life rather than leaning on tourist tropes. "It makes no sense to take a samba video from our domestic site and say, 'Here Argentina, enjoy.' Nor does it make sense to make a tango video, which can feel overly stereotyped and boxed in," Batista explains, arguing that Camesa must build an authentic identity in each operating market, including Argentina, Paraguay, Uruguay, and Chile.