Graccioza

What Graccioza does

Graccioza is a luxury bath linen brand that designs, manufactures, and distributes premium home textiles including towels, bathrobes, bath rugs, bath mats, area rugs, and beach/yacht accessories. The brand is owned by Portuguese parent SOREMA S.A. (a public limited company headquartered in Espinho, Portugal) and produces exclusively in Portugal using premium natural fibers such as Sea Island Cotton, Egyptian Giza Cotton, Linen, Lyocell, and Fine Wool, with a heritage of more than 50 years. Graccioza serves four primary customer segments: affluent consumers via direct-to-consumer e-commerce, luxury hotels and resorts (including Belmond Reid's Palace, Blackberry Farm, and Vila Joya), interior designers and architects, and luxury department stores (Harrods, Neiman Marcus, El Corte Inglés, Palacio del Hierro), with a specialized Yacht & Aviation program for marine and private jet textiles.

The flagship Egoist collection anchors the product line, featuring Giza Egyptian cotton with a proprietary antibacterial treatment and an "overwoven" construction technique that weaves base fabric and pile simultaneously for softness and durability. Technical differentiators include pre-washed and pre-shrunk manufacturing that prevents post-wash shrinkage and fading, high-density removable memory foam integration in the Egoist Cloud rug line, and silicone anti-slip backing. Production supports a Made-to-Order program offering monograms, exclusive colors, custom dimensions (rugs up to 157"x236"), and bespoke trims with a maximum 14-day production cycle. The portfolio extends across Egoist towel and rug variants (Runner, Velour, Border, Plain, Cloud Memory Foam), the Bee Waffle waffle-textured line, Marina kimono-style robes, and area rugs in Essentials and Lifestyle collections.

Graccioza operates a multi-channel go-to-market combining direct-to-consumer e-commerce with global shipping to 100+ countries under Delivered Duty Paid (DDP) terms, wholesale distribution through 30+ luxury retailers, and dedicated B2B sales channels for hospitality, interior design, and yacht/aviation clients, supported by a separate B2B portal (b2b.sorema.pt). Pricing is premium tiered, with bath rugs ranging from $200 to $1,100 and bathrobes around $410 to $430 per unit. Marketing relies on influencer collaborations through an Instagram "Shop the Look" program, an editorial journal, social media presence across Facebook, Pinterest, Instagram, and Vimeo, and press features in SWM and G&G magazines. The Design Program and Luxury Hospitality Program offer exclusive pricing, consultancy services, and 2-3 business day sample shipping to specifiers.

Name

Graccioza

Legal name

SOREMA S.A.

Website

https://graccioza.com

Company type

Private

Operating status

Operating

Short description

Graccioza is a Portuguese luxury bath linen brand owned by SOREMA S.A., manufacturing premium towels, bathrobes, rugs, and beach textiles in Portugal for affluent consumers, luxury hotels, interior designers, and specialty retailers across global markets.

Ownership category

akta.pro rank

Product category

Luxury Bath Linens and Home Textiles

NAICS

Curtain and Linen Mills (31412)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Bath & Kitchen Linen Manufacturing (Towels/Washcloths/Bathmats/Dish Towels) (IMAOAKAB)

Keywords

• Luxury bath linens
• Premium cotton towels
• Bath textile manufacturing
• Custom embroidery towels
• Luxury area rugs

Headquarters

HQ city

Espinho - Silvalde

HQ country

Portugal

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Consumer direct-to-consumer sales through the Graccioza website, selling luxury bath linens, robes, rugs, and accessories at retail prices. One-time purchase model for premium products.
2. Wholesale/B2B Sales: Wholesale distribution to luxury department stores and retailers globally. Includes bulk orders for retail partners.
3. Luxury Hospitality Contracts: B2B contracts with hotels, resorts, and spas for bulk textile procurement. Includes customization with logos, monograms, and brand-specific color palettes.
4. Interior Design Projects: Bespoke textile solutions for interior design projects including custom embroidery, exclusive colors, and custom-dimension rugs.
5. Yacht & Aviation Supply: Specialized textile products for luxury yachts and private jets, including beach towels, bath towels, rugs, and accessories with customization options.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Graccioza manufactures and sells premium bath linens, bathrobes, bath rugs, area rugs, and beach/yacht textiles under its own brand, with all production based in Portugal using long-staple natural fibers such as Egyptian Giza Cotton, Sea Island Cotton, Linen, Lyocell, and Fine Wool. The company sells directly to consumers through its global e-commerce site and supplies wholesale, luxury hospitality, interior design, and yacht/aviation clients through dedicated trade programs, offering extensive customization including monograms, embroidery, custom dimensions, and brand-specific color palettes.

Product overview

Graccioza is a luxury bath linen brand owned by Portuguese company SOREMA S.A., offering premium home textiles across three main categories: Bath (towels, bathrobes, bath rugs, bath mats, accessories), Beach & Yacht (towels, accessories), and Area Rugs (Essentials, Lifestyle collections). Their flagship Egoist collection features Giza Egyptian cotton with antibacterial properties and includes multiple product lines (towels, bath rugs in various styles including Runner, Cloud Memory Foam, Velour, Border, and Plain variants, robes, and slippers). Additional collections include Bee Waffle, Portobello, Melody, Continental, Linen, Puro, and Velluto robes. The company provides Made-to-Order customization services including monograms, embroidery, custom sizes, borders, and colors. All products are manufactured in Portugal using high-quality natural fibers including Sea Island Cotton, Egyptian Cotton GIZA, Linen, Lyocell, and Fine Wool. Graccioza also serves the trade sector through Wholesale, Luxury Hospitality, Interior Design Program, and Yachting & Aviation programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Egoist Collection Flagship bath linen collection in 100% Giza Egyptian cotton with proprietary antibacterial treatment, featuring towels, bath rugs, bathrobes, and accessories combining exceptional softness, volume, and absorbency across 30 color options.
• Egoist Towel Premium bath towel made from Giza Egyptian cotton with pre-wash for extra absorption, double stitching, and high-density pile, available in 30 colors.
• Egoist Bath Rug Bath rug using the Overwoven technique with woven base and high pile, 2600 GSM, antibacterial treatment, pre-washed for extra absorption, silicone anti-slip backing, available in 30 colors and customizable.
• Egoist Runner Bath Rug Runner-style bath rug in 100% Giza Egyptian cotton, available in rectangular and round shapes with customizable dimensions up to 157" width and 236" length.
• Egoist Cloud Memory Foam Bath Rug Bath rug with removable high-density memory foam layer, featuring antibacterial treatment and machine washable/dryable construction for easy care.
• Egoist Velour Bath Rug Bath rug with super soft velour finish made from 100% Giza Egyptian cotton, 2200 GSM, antibacterial treatment, silicone anti-slip backing, available in 6 colors.
• Egoist Border Bath Rug

Quantifiable outcome

• Towels are pre-shrunk and pre-washed to prevent shrinking and fading after washing
• +2 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• Champions RetreatcoreStrategic or Co-development PartnerLuxury resort partner using Graccioza bath linens for their guests. Featured in the 'Hotels with Graccioza luxury linens' showcase on the hospitality page.
• Belmond Reid's PalacecoreStrategic or Co-development PartnerHistoric luxury hotel in Madeira, Portugal using Graccioza products. Featured as a reference hotel partner demonstrating the brand's presence in prestigious hospitality.
• Blackberry FarmcoreStrategic or Co-development PartnerAward-winning luxury resort in the US using Graccioza bath textiles. Featured as a reference hospitality partner.
• HarrodsflagshipChannel Partner/ Reseller/ DistributorFlagship luxury department store in London stocking Graccioza products. Cited as a key reference for brand credibility and international recognition.
• Neiman MarcuscoreChannel Partner/ Reseller/ DistributorMajor US luxury department store retailer with Graccioza products in their home linens assortment.
• El Corte IngléscoreChannel Partner/ Reseller/ DistributorLeading Spanish department store chain with Graccioza products available in their home textiles section.
• PerigoldminorChannel Partner/ Reseller/ DistributorOnline luxury home goods retailer offering Graccioza products to their customer base.
• Instagram Influencers (Shop the Look Program)coreGTM or Marketing PartnerCollaborations with Instagram influencers including @overtheocean_com, @alina_lorenz__, @taisschoof, @elena_firo, @designporacaso, @giadaalbani, @homebystuart, @maiglesa, @thejoanadias and others to showcase Graccioza products in styled bathroom looks.

Scale indicators4 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• Matouk: US-based luxury linen maker with strong bath towel and robe lines, sold through department stores, hospitality, and monogrammed customization. Comparable across bath textile focus, customization offering, and luxury hospitality client base.
• Christian Fischbacher: Swiss luxury home textile brand offering premium bath and bed linens to hotels, spas, and consumers. Comparable in fiber quality emphasis, hospitality channel focus, and European craftsmanship positioning.
• Sferra: Italian-American luxury linen brand with premium bath and bed collections distributed via department stores and hospitality. Comparable across fiber quality (long-staple cotton, Egyptian cotton), premium pricing, and trade channels.
• Frette: Italian heritage luxury linen brand offering premium towels, robes, bedding, and table linens to consumers, luxury hotels, and yachts. Directly comparable to Graccioza in product mix (bath linens and robes), premium positioning, hospitality trade program, and made-in-Europe craftsmanship narrative.
• Abyss & Habidecor: Portuguese luxury towel and bath rug specialist using Giza Egyptian cotton with proprietary weaving and finishing. Direct competitor in premium bath rugs and towels, comparable fiber sourcing (Giza cotton), manufacturer base in Portugal, and hospitality distribution.
• Yves Delorme: French luxury home textile maker with a leading bath linen and robe assortment sold through department stores, hospitality, and own retail. Closely comparable across fiber quality positioning, multi-channel D2C + wholesale + hospitality model, and European craftsmanship heritage.
• Schlossberg: Swiss heritage textile maker producing luxury bath linens, robes, and home textiles with European craftsmanship and customization. Comparable positioning in premium bath with strong European department store presence.

Emerging players

• Brooklinen: Direct-to-consumer premium home textile brand with strong bath and bedding assortments built on digital marketing. Comparable product overlap in towels and robes but competing from a digitally native, lower-mid premium price point rather than Graccioza's ultra-luxury tier.
• DENA Home: Premium bath textile brand specializing in Turkish cotton towels, robes, and bath rugs with strong direct-to-consumer and hospitality presence. Comparable across bath category focus and customization, overlapping in the modern premium hospitality aesthetic.
• Parachute Home: Direct-to-consumer premium home brand with bath towels, robes, bedding, and rugs. Comparable in product categories and D2C channel but differentiated by accessible-premium pricing and Egyptian cotton emphasis versus Graccioza's ultra-luxury Sea Island and customization positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubevimeo.com/sorema
• Facebookfacebook.com/graccioza
• Instagraminstagram.com/graccioza
• Pinterestpinterest.pt/graccioza

Revenue estimate

Valuation estimate

Number of profiles

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 Graccioza