Cláudia Costa Santos
Canip Oezkul
César Martins
Founder of Multilabel
He was born in Guimarães. He became a father at the age of 21. He likes to talk and meet people, to find out about new lives and to travel. And he likes adventure. He confesses that he has «some gaps», but he really likes what he does. Multilabel came about from a thought: the diversity of labels. He began by working by on the company’s graphic aspects (from design, prepress, printing and finishing). Soon screen printing came along - another area also linked to the textile world (prints on various types of materials) and later came weaving (in high definition) and codification. It is no wonder that the motto of Multilabel is «quality is when the customer comes back and not the merchandise».
Ten years ago you created Multilabel. Was it a challenge?
I knew what I wanted to do, but there’s always some uncertainty. I felt the need to begin to set up production and, yes, without any machines, but with the knowledge of some good people, such as André and Vítor. We started with the graphic element, then we set up the screen printing, which is another aspect linked to textiles. Later came the weaving and then we set up the part of sticker codification.
Even so you invested in this business?
When we move to the graphic element or to the screen printing we can create works of art. A box becomes appealing when it comes to selling. If you notice, Nike, Adidas and Reebok invest heavily in image. Just like Tommy Hilfiger, Ralph Lauren, Calvin Klein... everything is image and packaging, because the packaging itself sells. We are talking about marketing and, in that sense, image works very well. Now, an inside label, a fabric or composite brand tag, no one gives it any value.
«I want to become the fifth largest Portuguese label company in Europe»
Why do they say you’re crazy?
It has to do with the passion with which I live life and the company. With age I hope to start learning to manage this, but I have always put the company before me. I was 24 when I saw an interview with the owner of the world’s fifth largest steel mill, and I learned that having the intelligence to absorb things, or not, was the secret to success. I instilled that message in myself, that’s why I live passionately through what I do. We have to be hard on ourselves, and this madness gives us strength. I dug a well, water appeared, and so I found oil, and from the moment I found oil, I have to keep working.
Any future projects?
I had an invitation from a customer of ours which, at the moment, has to remain in stand by. The customer wants to do a project with us, growing in another area that will lead us, perhaps, to double our turnover and export numbers that we have with Multilabel today. Maybe we can do it in 2020. I want to become the fifth largest Portuguese label company in Europe.
Are your customers national and international?
For two years now, we have tried to internationalise. We have scheduled three fairs for 2019, with a stand, to introduce the company. I thought of Luanda, England and France. We have several types of clients, such as Stradivarius, Next, American Vintage and Disney Licensees and also work for the Happyspot brand (it’s an online sales brand). This is the path to take, and part of our strategy for 2019.
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Maria Cruz
P.
©PMC
