Graccioza: Portuguese textile luxury redefining comfort and personalisation in the home

What is Graccioza and what does it represent in the world of luxury?

Graccioza is a Portuguese brand of high-end bathroom textiles, with 100% production in Portugal, that defines luxury through quality, innovation, and excellence. Available in some of the most exclusive stores in the world (such as Harrods, El Corte Inglés, and Le Bon Marché), the brand combines product and service with a strong capacity for customisation for residential and interior design projects. In Intergift, from 4 to 7 February at IFEMA MADRID, we are also presenting Graccioza Rugs, a natural extension of our textile and carpet know-how towards ultra-luxury area rugs for the living room and bedroom, reinforcing our role in premium décor.

What distinguishes your towels, bathrobes, and bath mats from other premium brands?

The difference lies in the qualities of these products: softness, absorbency, volume, durability, and impeccable finishes. At Graccioza, we combine exceptional fibres, our unique production process, and a design that is instantly recognisable. We want to be more than just "home textiles"; we want each piece to be indulgence, comfort, and well-being, with a clear identity and quality, evident from the first use.

Why is Graccioza considered a benchmark in high-end bath textiles?

Due to its international presence and recognition in luxury retail, as well as its growing position as a reference partner in interior design projects. Added to this is the essential aspect: we work with the finest raw materials, a painstaking manufacturing process, and a constant culture of innovation in product and customisation. The market identifies this consistency: Graccioza is synonymous with performance, aesthetics, and reliability.

What role does cotton quality play in the excellence of the final product?

It is crucial: the fibre defines the feel, absorbency, and durability. That’s why we use prestigious cottons, such as GIZA Egyptian Cotton and, in flagship pieces, Sea Island Cotton, the most exclusive cotton in the world. And that same standard extends beyond cotton: in Graccioza Rugs, we also work with fine fibres such as New Zealand wool or Botanic Silk, depending on the collection.

"We strive to make each product more than just a basic: structure, design, and features that elevate the industry standard."

How is artisanal tradition balanced with innovation in production?

With a very clear formula: 50 years of expertise and a constant ambition to improve. We are a manufacturing brand, with a family culture and highly experienced teams, preserving artisanal detail; at the same time, we drive an R&D approach to ensure each product is more than a basic: structure, design, and features that elevate the industry standard.

Personalisation is key to the brand, what options does Graccioza offer its clients?

We offer a level of customisation that is rare in the industry: embroidery and monograms on towels and bathrobes, bespoke options in selected categories, and tailored solutions for projects — often with no minimums, with agility and competitive lead times. We work closely with decorators and architects in the residential, hospitality, and nautical sectors, and, together with Graccioza Rugs, we further expand the possibilities for customisation in dimensions and space proposals.

"Exclusivity is achieved by creating pieces that belong to a home, a project, and a specific aesthetic vision."

Why is current luxury so closely linked to exclusivity and personalisation?

Because contemporary luxury is no longer about quantity: it is about identity. In a global market, exclusivity is achieved by creating pieces that belong to a home, a project, and a specific aesthetic vision. Personalisation turns the product into something unique, and therefore truly luxurious.

What experience does the client seek to have when using a Graccioza product?

Comfort, above all. A feeling of embrace: immediate softness, superior absorbency, and well-being. Graccioza transforms an everyday gesture into a ritual: towels, bathrobes, and rugs that feel like "five-star hotel," but with the intimacy and character of a sophisticated home.

How does Graccioza transform the bathroom into a space of well-being and sophistication?

Through perceptible quality and a design that defines the space. The choice of fibres, construction, and finishes create a sense of well-being; and aesthetic innovation turns each piece into an element of identity. With the arrival of Graccioza Rugs, we extend that sophistication beyond the bathroom, providing material continuity to dressing rooms, bedrooms, and transition areas.

What type of clients choose Graccioza for their homes or projects?

Demanding clients who seek luxury in its essence: quality, durability, detail, and feel. Also, interior designers and architects who value a brand that can respond with customisation, proximity, and in-house manufacturing, ensuring aesthetic coherence and performance in high-level projects.

What importance does the luxury hospitality sector hold for the brand?

It is strategic: luxury hospitality demands extreme standards and reliable responsiveness. As a manufacturing brand, we combine Graccioza quality with flexibility and adaptability, even in small volumes. Additionally, it provides aspirational value: guests experience the luxury and can later find the brand in international luxury retail.

"Sustainability is also durability: creating pieces that withstand time, use, and washing without losing their presence."

How does Graccioza approach sustainability without compromising luxury?

With actions, not "greenwashing". As a manufacturer, we implement concrete measures for water and energy efficiency and resource reuse, integrating sustainability into the process. We believe that sustainability is also durability: creating pieces that stand the test of time, use, and washing without losing their presence.

In which international markets does the brand have the greatest presence?

The United States is a key market for the sector and for the brand. In Europe, our significant markets include Spain, the United Kingdom, France, Switzerland, and Germany; and presence is growing in Eastern European markets. In the Middle East (Saudi Arabia, UAE, Qatar) and in Asia (China, Japan, South Korea), Graccioza continues to expand its positioning in luxury.

What challenges and opportunities does Graccioza see in the future of the sector?

The great opportunity lies in the growth of well-being at home and the demand for customised solutions in interior design, where bathrooms and bedrooms are treated as experiential spaces. The challenge is to maintain excellence — materials, manufacturing, and consistency — in a market that sometimes simplifies luxury. Our response is clear: real innovation, verifiable quality, and natural expansion into new categories like area rugs.

What message would you like to give those discovering Graccioza for the first time?

That Graccioza is luxury you can feel: exceptional fibres, excellent Portuguese manufacturing, innovation, and personalisation, creating pieces that belong to each home and every project. It will be a pleasure to welcome you to Intergift, from 4 to 7 February at IFEMA MADRID, to present our 2026 collections and Graccioza Rugs, and to showcase live why the Graccioza experience is unmistakable.