Graccioza sells towels and bathrobes to two very different audiences: people buying for their home and people buying for a hotel or a store. Each has its own channel, and both run on the same platform and the same stock.
- €16Mturnover in 2025
- 55 countriesexport markets
- 52 yearsin manufacturing, since 1974
- B2C e-commerce platform
- International B2B portal
- Online product personalization
An exporting manufacturer without a digital channel to match
Sorema was founded in 1974 and is one of the most important bath textile manufacturers in Portugal, with around 145 people and a turnover of 16 million euros in 2025. The Graccioza brand, created in 1990, represents the premium segment of the portfolio, with high-quality towels and bathrobes that reach fifty-five countries. It exports around 85 percent of its production.
More than five decades after its founding, the company lacked the digital infrastructure to support its international operation, both in direct sales to consumers and in its relationship with partner retailers spread across its various markets.
A store for buyers and a portal for resellers
In the B2C channel, the online store was built around product presentation, with high-quality photography, detailed descriptions and a personalization feature that lets customers configure their towel set with a monogram, color and composition.
In the B2B channel, the portal for retailers and hotel partners centralizes international orders, in multiple languages and currencies. Partners access complete catalogs with real-time availability and place orders on their own from any market. Both channels share the same stock management.
Less administrative work on international orders
Online personalization opened a new revenue stream in the premium segment: end customers now order a set made to their specifications directly from the brand.
The B2B portal reduced the administrative workload of managing orders for the fifty-five markets and improved the experience of retail and hotel partners, who now have autonomy in the purchasing process.
We have more than half a century of experience making the best towels in the world. What we lacked was the digital platform to show it to the whole world.
Commercial Department, Graccioza
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