This episode of the Negócios com Impacto videocast, a partnership between CATÓLICA-LISBON and Rádio Renascença, takes us back to long summer days and invites us to prepare the ultimate beach essentials with Catarina Cunha, co-founder of Futah.
Founded in 2012, Futah is a family business born from a trip to Tunisia taken by Catarina, her sister and their cousin. During the trip, they discovered the fouta, traditional towels typical of Arab countries, known for their lightness, practicality and portability. Recognising the product’s potential in a country like Portugal, with its strong connection to the sea and beach culture, they decided to adapt the concept to the national market. Their goal was to create a towel “that was light, uncomplicated, easy to carry, suitable for travel, easy to pack, and not the kind of heavy terry towel that takes up half your luggage”, Catarina explains.
In the early stages, the founders tested the concept by importing towels directly from Tunisia, adding their own brand label, and selling them informally to friends and acquaintances. The strong reception of the product validated the market opportunity and encouraged them to start their own production. They partnered with a factory in Tunisia capable of improving product quality and adapting to the brand’s custom designs, both elements that now distinguish Futah in an increasingly competitive sector.
The business consolidation followed a structured, gradual approach. Launching an online store expanded the brand’s reach, while collaborations with retailers, participation in events, and strategic partnerships supported sustainable growth.
The first physical space opened as a showroom, and in 2020, Futah inaugurated its first retail store in Chiado, Lisbon. Later, the brand opened another store on Rua da Boa Vista, in Santos, strengthening its presence in key tourist areas of the capital. This physical expansion, combined with participation in international trade fairs and cross-border partnerships, has increased the brand’s international visibility.
Aware of the strong seasonality of its main product and the relatively low repurchase rate, given the durability of its towels, Futah strategically diversified its portfolio. The brand now sells surf ponchos, socks, jackets and swimwear, broadening its consumption cycle and reducing dependence on a single product category. Production is distributed among specialised factories, including facilities in Portugal, ensuring technical adaptation to the specific characteristics of each material.
Sustainability is one of the brand’s core pillars. Since 2020, Futah has maintained a partnership with WWF Portugal, allocating part of its profits to conservation projects in national territory, including the protection of the Iberian lynx and seahorses. This commitment reinforces sustainability not as a purely aesthetic choice, but as an integral part of the brand’s lifestyle, positioning and identity.
Today, the company employs 15 direct staff members, complemented by outsourced services in IT, digital marketing and creative development. Collaboration with a specialised agency helps maintain innovation and strategic consistency, as the brand prepares to open another store in Lisbon, confirming its continued growth trajectory.
Catarina Cunha’s academic background in Management at CATÓLICA-LISBON was also fundamental. Her comprehensive education in finance, marketing and accounting provided the essential tools to support Futah’s management and expansion. An episode to listen to and watch on CATÓLICA-LISBON’s Spotify and YouTube channels.
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