The third episode of the Family Business Talks videocast, an initiative developed by students of the Mastering Family Business course at CATÓLICA-LISBON, features the testimony of Joana Paias, co-owner and manager of Decamper – Sociedade de Equipamentos Industriais e Domésticos, a family-owned company based in Lisbon with over a century of history. The episode explores how Joana has been leading a strategic repositioning process, preserving the company’s legacy while adapting it to contemporary challenges.
With a background in arts and design, Joana joined the family business at a time when there were no direct successors available. Although she did not initially identify with the role of manager, she accepted the responsibility with the aim of applying the skills acquired throughout her personal and academic journey. Her approach gave prominence to visual identity, storytelling around the products, and the creation of a distinct value proposition.
Over the past few years, Joana has implemented a significant shift in the shop’s business model. From a focus on reselling generic, mostly imported products, Decamper now prioritises items produced in Portugal. Currently, around 90% of the products are of national origin, with a strong emphasis on artisanal pieces. This transition reflects a concern with sustainability, authenticity, and the promotion of local production.
In addition to commercial strategy, the episode also highlights Joana Paias’s approach to people management. The Decamper team includes employees with several years of experience in the company, and its human resources policy promotes stability, recognition and individual development. Performance bonuses, salaries above the legal minimum, and close supervision contribute to a collaborative working environment. “Our organisation is small, which allows each person to take on a multifaceted role, tailored to their strengths,” she explains.
Succession is another topic addressed. Joana acknowledges that continuity in family businesses is not always guaranteed, and stresses the importance of balancing the preservation of identity with openness to innovation. “My relationship with my father wasn’t always easy in the beginning. But when results started to emerge, the shift became more consensual. Trust is built over time.”
With a focus on continuous improvement, Joana sees the project as being in constant development. Future plans include launching in-house product lines and potentially expanding into new areas, such as gastronomy, always sourcing ingredients and suppliers locally.
The third episode of the Family Business Talks videocast is available here.