Jorge Rees

Ensuring that every rug has a story to tell, and that the quest for quality and distinction continues over time, has long been the purpose of Tapetes de Beiriz. They create timeless pieces, produced by master craftsmen and using innovative techniques. The choice of fabric and fibre, the design and the way the rug is crafted are all exceptional. Along this journey through rugmaking, the history of which is long, we meet Jorge Rees, the managing director, who lives surrounded by unique colours and patterns and tells us about part of his experience and management. From an early age he took an interest in the textile industry, especially in the area of rug making; he has worked with luxury brands; he has travelled around European and Asian markets; he has always been guided by quality standards; and today he is just as enthusiastic about contributing to the excellence of the textile industry as he is at the helm of one of the oldest rug makers in the country - Tapetes de Beiriz.  

What has changed since you took over as Managing Director of the company?
Since I became the company’s managing director, we have implemented a wide-reaching strategy, which has resulted in significant changes and remarkable achievements. Some of the most outstanding transformations include increased production and exports. We are present in new, previously untapped areas and have adopted a proactive approach to business expansion, which has culminated in a 100% increase in turnover. We have established strategic partnerships with some of the world’s leading luxury brands, consolidating our position in the global market, and we have also invested significantly in modernising machinery, incorporating cutting-edge technologies to optimise production processes. We have also introduced new methods and processes that have improved efficiency, quality and sustainability right across the production chain.
The successful expansion has resulted in the creation of approximately 50% more jobs, contributing not only to the company’s growth, but also to local economic development. These changes reflect the company’s commitment to innovation, quality and sustainable expansion. We have faced challenges throughout this process, but the strategic approach and dedication of all of us at Tapetes de Beiriz have proved fundamental in getting past obstacles and achieving these results. We look forward to continuing this successful course, while maintaining our focus on excellence. 

You produce true works of art, through the hands of craftsmen. What sets you apart from other brands?
Our relentless pursuit of excellence in immediacy, speed, quality and design puts us on an exclusive level, consolidating our position as a brand that goes beyond simple commercial production and transforming each creation into a testimony to our craftsmanship and commitment to customer satisfaction. What sets us apart from other brands is our dedication to producing real works of art.
This combination of elements reflects not only the quality of our products, but also the unique experience we offer our customers.  

Where can we find your products?
Our products are available in many parts of the world, including Europe, Asia, the Middle East, Australia and America. This global presence reflects our commitment to exporting and offering high quality products and innovative designs in national and international markets.

«Our products are available in many parts of the world»

You work with natural materials, in particular wool. As the market becomes more demanding, does the company tend to invest more in cutting-edge technology?
Yes, in response to the growing demands of the market, our company has adopted an innovative approach, incorporating cutting-edge technology in production methods and in the choice of materials. Although we have a tradition of working with natural materials, such as wool, we recognise the importance of adapting to environmental changes and consumer expectations. At the moment, we set ourselves apart through the integration of an innovative fibre, made from biodegradable recycled polyester. This choice not only addresses the issue of recylcing, which is common in many yarns, but also is notable for its biodegradable characteristics. We are pioneers in the market with this technology, cementing our commitment to sustainable practices and offering consumers a unique option. 

Each piece you produce is unique. You work with national and international designers. What can customers expect from you?
Each piece we produce is a unique expression of craftsmanship and design. We work with both national and international designers to create truly exclusive collections. Customers who come to us are offered more than just a product; they are offered a distinctive and captivating experience. It’s not about buying a rug, but rather investing in a piece of art that tells a unique story and offers an exceptional aesthetic experience. 

How do you turn something that is seen and created in a traditional way into modern, timeless pieces?
Turning something that is traditional into modern, timeless pieces, as is the case with rugs, involves a careful approach that incorporates innovative design elements, high-quality materials and a contemporary vision. In this respect, it is essential to work with designers who have a unique perspective and an in-depth understanding of current trends.
First and foremost, the modernisation process can begin with the selection of innovative materials. The introduction of technologically advanced fabrics or fibres not only adds a modern touch, but can also improve the durability and functionality of the pieces. The combination of tradition and innovation in the use of materials can result in rugs that stand the test of time, both in terms of aesthetics and performance.
The quest for quality is another key factor. Ensuring that each rug is produced to the highest quality standards helps to ensure its durability and aesthetic appeal over the long term. Investing in handcrafted production methods and techniques that highlight craftsmanship can add a touch of exclusivity, elevating the pieces to timeless status. 

What collections are you working on at the moment and what is the outlook for the brand in the coming 10 years?
At the moment, we’re excited about a collection of our own that highlights the unique possibilities of the innovative new yarn we’ve incorporated. This collection reflects our ongoing commitment to excellence, innovative design and sustainability. As for the outlook for the brand over the next 10 years, we have ambitious plans for expansion and specialisation. We intend to establish significant partnerships with renowned national and international artists, seeking inspiration outside the traditional boundaries of the industry. These partnerships will not only enrich our collections with unique perspectives, but also reinforce our position as a brand that transcends conventional boundaries.