BEHIND THE BRAND
House of Mats, a unique and innovative brand run by @luciadenevi.
Lucia is an Argentinian lawyer and entrepreneur who lives between Buenos Aires and Madrid. After years of working in fashion as a hobby, she decided to start her own company in 2019, focusing mainly on one specific product - the yoga mat.
Her original idea was to give customers the chance to have a one-of-a-kind design, opening a new door to the classic yoga market offer. By launching a business model on demand, the possibilities were endless. The way she communicates her brand is as eclectic as she is, lightly disrupting, fashionable, and very editorial. It's quite difficult to find the classical yoga poses on her feed.
During the pandemic, House of Mats has been embraced by the public, and Lucia started to provide special designs for brands, companies, and hotels. She also participated in amazing collaborations with Nike, Clinique, Kerastase, and more.
As part of this revolution, designers and artists became part of the project, giving life to unique collections and transforming a yoga mat into a piece of art.
In 2022, Lucia decided to take her creation to Europe, presenting her first design on International Yoga Day with a sensorial class guided by three of the best yoga teachers in Madrid. The very first design can be found at Lamarca Well shop in Las Alesas, and the new collection is available in Europe, with the launch in Argentina set for April 2023.
House of Mats' mission is to enhance the experience of practicing yoga with a high-quality product, innovative design, and disruptive communication. Their yoga mats are conceived and designed to reflect the spirit and personality of those who pick them. Sustainability is their priority, and all their materials are recyclable. They do not use plastic, and they ensure that each member of their commercial chain complies with their standards of work ethics, corporate social responsibility, and care for the environment.
In conclusion, House of Mats is a brand that is truly unique, innovative, and sustainable, and their yoga mats are a true reflection of the spirit and personality of those who choose them. We're excited to show you what will come up and we're sure that we will continue to disrupt and innovate the yoga industry in the years to come. Stay tuned!
HOUSE OF MATS products are made in a sustainable way. 100% latex free. Those known as PU and SUEDE already available in 6 different designs. All certified for their quality and type of manufacturing by SGS.
Our type of production helps reduce toxic emissions into the air. In addition, each "yoga mat" provides cushioning and comfort for the practice of this discipline and has a closed-cell surface to prevent moisture and sweat from seeping into the mat and reproducing bacteria (ideal for hot yoga practices).
Each product in this line has a high-density composition for an incomparable experience, with joint protection and versatility on any surface (carpet, cement and wooden floors).
On her way to rebuild herself, Lucía Denevi founded House of Mats, a firm dedicated to designing and selling custom designed mats. The coronavirus pandemic skyrocketed her sales. She graduated as a lawyer from the Universidad del Salvador, did a pre-master in Business Problems at the Universidad Austral, among other specializations oriented to the corporate world and entertainment, and worked in private and public audit, at the same time he worked in fashion production and image consulting. In 2019, Lucía Denevi set out to do something different and, after an initial investment, founded House of Mats (HoM), a venture dedicated to the design and marketing of sustainable yoga mats, which offers the possibility of customizing the product based on the preference of the user. customer in Latin America and in small productions in Europe
For Lucía, her founder, yoga and meditation are key to managing anxiety and stress from day to day.
The business had a positive impact. "And the best thing is that this responds to a considerable change in society. The yoga mat took more prominence than ever in the context of this pandemic. It is no longer something that is used randomly, but rather it is chosen, studied, it is invested and cared for.Today sustainability is paramount and it is on this solid foundation that House of Mats advances in the global market.