LAUREL

Name

LAUREL

Legal name

Laurel Associação Portuguesa de Marcas de Excelência

Website

https://laurel.org.pt

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

LIsbon

HQ country

Portugal

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Distribution channels1 record

Marketing channels5 records

Core offering

LAUREL is a non-profit Portuguese association that unites 56 domestic luxury and excellence brands, offering membership-based access to networking events, training programs, market intelligence studies, strategic consulting, international trade fair representation, and collective brand promotion. It serves as the industry body connecting Portuguese excellence brands with global markets, strategic partners, and EU institutions through its ECCIA affiliation.

Product overview

LAUREL is an association, not a product company. It provides a unified platform of services to 56 Portuguese excellence brands, encompassing networking, training, brand promotion, and sustainability support. The core offering is the association membership itself, supported by modules covering exclusive events, market intelligence, strategic consulting, and collective marketing initiatives.

Differentiator

Problem solved

Functional benefit

Products and services

• LAUREL Association Membership Membership program for Portuguese luxury and excellence brands, providing access to LAUREL's network of 56 member brands, networking events, training, market studies, advocacy, brand promotion, and collective international representation through ECCIA.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Falstaff PortugalcoreGTM or Marketing Partner · 24 June 2026Falstaff, a major European gourmet lifestyle brand with Austrian roots and presence in multiple countries, launched officially in Portugal through a partnership with Laurel. The publication covers wine, gastronomy, travel, design, and culture with editions in Portuguese and English. The partnership includes Portugal Legend Awards that have recognized Portuguese excellence figures.
• JNcQUOIcoreGTM or Marketing Partner · 1 April 2026Partnership with JNcQUOI for monthly lunch events with invited speakers from different sectors, sharing professional experiences and best practices in daily excellence.
• AICEP (Agência para o Investimento e Comércio Externo de Portugal)coreGTM or Marketing Partner · 1 January 2026Laurel participated as a trainer in the AICEP program 'How to Create Brands with International Recognition.' The program module focused on creating luxury brands, with over 1,200 companies and 1,400 participants engaged.
• NOVA SBE (Nova School of Business and Economics)minorStrategic or Co-development Partner · 1 January 2026Partnership with graduate students who presented a study on the identity, narrative, and future of 'Luxury Made in Portugal' as part of Nova SBE Master's program.
• Global BluecoreStrategic or Co-development Partner · 1 November 2025Strategic partnership for exclusive market studies on Portuguese luxury consumption. Jointly presented the first Luxury Shopping Talks in Lisbon and Porto with exclusive data on Portuguese luxury market trends, buyer origins, spending patterns, and growth opportunities.
• Turismo de PortugalcoreGTM or Marketing Partner · 1 January 2025Laurel presented its 'Vision for Quality Tourism in Portugal' manifesto to the Secretary of State for Tourism and Turismo de Portugal, advocating for a quality-oriented tourism policy.
• ECCIA (European Creative and Cultural Industries Alliance)coreStrategic or Co-development PartnerLaurel is a member of ECCIA, a European association representing luxury and excellence brands. ECCIA provides a platform for European excellence brands to connect, share knowledge, and advocate for protection of European know-how at international levels. ECCIA conducts economic impact studies and represents member associations at EU institutions.
• Walpole (British Luxury Association)coreStrategic or Co-development PartnerLaurel has an ongoing relationship with Walpole, Britain's luxury association. The partnership includes joint dinners, participation in the Walpole British Luxury Summit, and immersive trips to UK luxury brands and consultancies.
• HarrodsminorStrategic or Co-development PartnerMichael Ward, Managing Director of Harrods and President Emeritus of Walpole, conducted an exclusive workshop hosted by Laurel, challenging Portuguese textile industry to develop own brands with potential to integrate Harrods' portfolio.
• Universidade Católica PortuguesaminorStrategic or Co-development PartnerAcademic partnership supporting students in Luxury Management courses with their coursework and theses.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fondazione Altagamma: Italian foundation promoting Italian cultural and creative industries in the high-end segment. Like Laurel, it federates excellence brands, conducts market research, and drives international advocacy for 'Made in Italy' luxury.
• Council of Fashion Designers of America (CFDA): US not-for-profit trade association for fashion designers, providing member services, events, advocacy, and international promotion. Functionally similar trade-body model, though focused specifically on fashion design.
• British Fashion Council: Industry body supporting UK fashion designers and brands through events (London Fashion Week), talent development, and international promotion. Structurally comparable non-profit trade association model.
• Círculo Fortuny: Spanish association of luxury and premium cultural and creative brands. Closest Iberian analogue to Laurel, with a comparable Iberian-portuguese focus on heritage, excellence, and international visibility.
• Meisterkreis: German 'Circle of Craftsmen' bringing together German luxury and excellence brands. Comparable membership-based model with similar mission of positioning national craftsmanship internationally.
• Walpole (British Luxury Association): UK's official luxury industry body, promoting British luxury brands internationally. Direct functional analogue to Laurel: membership-based association, events, advocacy, and international partnerships, including an active Laurel–Walpole collaboration.
• Comité Colbert: France's leading luxury industry association, federating ~90 maisons across fashion, jewelry, gastronomy, and culture. Closest functional model to Laurel: collective international promotion of a national 'excellence' identity.

Regional players

• Falstaff: European gourmet/lifestyle media brand with Austrian roots, covering wine, gastronomy, travel, and culture. Recently partnered with Laurel to launch in Portugal; overlaps in promoting European excellence/craft categories but operates as a media brand rather than a trade association.
• AICEP (Agência para o Investimento e Comércio Externo de Portugal): Portuguese government agency for foreign investment and trade promotion. Comparable in promoting Portuguese brand internationalization, including the 'How to Create Brands with International Recognition' program where Laurel serves as trainer.

Broad incumbents

• ECCIA (European Creative and Cultural Industries Alliance): European-level alliance of which Laurel is a member, representing luxury and excellence brands at EU institutions. Comparable but broader in geographic scope, operating above national associations like Laurel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/WixStudio
• YouTubeyoutube.com/user/Wix
• Facebookfacebook.com/WixStudio
• LinkedInlinkedin.com/company/associa%C3%A7%C3%A3olaurel
• Instagraminstagram.com/associacao_laurel

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LAUREL