Women and Leadership in Spanish Home Furnishings: Expormim

Expormim is a furniture and decoration company from Mogente (Valencia) with a long tradition in the manufacture of items made with natural fibers. The company was founded in 1960 as "La Exportadora de Mimbre," from which Expormim derives its name. In the beginning, small wicker products were created with a focus on international trade. The company has been adapting to the new times, incorporating the furniture line in the 70's and passing the management from generation to generation, until the incorporation of Mercedes Laso as CEO in 2000.

Mercedes believes that the combination of passion and creativity has helped them overcome challenge after challenge over the years. "It is easier to create a company from scratch than to adapt an old one to the new challenges and different scenarios of the global world, but it was our choice and I think we have succeeded by finding the perfect balance between resilience and versatility, and the right amount of tradition and innovation," explains the founder's granddaughter.

As a result of her leadership role at this firm, she has been able to constantly acquire new knowledge and experience, as well as a “wealth of anecdotes, memories, and the creation of a spirit that has made Expormim the company it is today.”

She believes that the role of women in the Spanish home furnishing industry has evolved greatly over the years. Mercedes tells us that in the sixties, when Expormim was founded, very few women were leading companies in the Spanish home furnishing industry, but today, slowly but surely, the role of women in management positions is gaining more and more prominence, "although there is still a long way to go."

In her words, in the home furnishing industry, we can currently find women in companies assuming executive functions in the same way that men do, and it has been fully normalized for many years now. "In that sense it seems that we are not continually forced to prove ourselves, as was the case a couple of decades ago," says Laso.

That is why she believes that in this sector, women-led companies no longer face additional obstacles beyond those inherent to the business environment. Nor does she consider that there are differences in terms of the female perspective within the industry: each company brings a different perspective to the home furnishing sector, regardless of whether it is led by a woman or not. "Expormim is honest, sensitive, committed and transparent, not because I am a woman, but because my personality has been forged on those values," comments the CEO.

As for the work and family life balance, she tells us that in her case it was a bit complicated at first, but over time the family adapted to the circumstances and, once it was accepted, it became more bearable. Additionally, Expormim has specific measures in this regard, as they are part of their code of ethics: the company promotes respect for its employees and their rights in the workplace. "We are committed to advocating for a work environment of respect, trust, personal and professional development, tolerance and affirmative towards diversity, equal opportunities and work-life balance through different internal policies" explains Mercedes.

"Expormim's mission is to spread the passion for design and craftsmanship, as we understand them, to future generations." That is the mark Mercedes Laso would like to leave on her time with the company. "Design must be internalized and permeate every step in the company so that it becomes the backbone of the company. That's when it really works as a catalyst for creativity, competitiveness and excellence."

For her, craftsmanship must be ethical and respectful of cultural traditions, it must be honest with materials and, last but not least, it must be profitable for the society. "And the fact is, there are many ways to pursue beauty and achieve excellence, but not all of them are equally appropriate. Ours is deeply committed to sustainability and social responsibility. Because we care about the environment, the well-being of all people and a conscious economic growth. This is the only way to improve the world we live in and to contribute to building a promising future."