Another chapter in American tariff policy. Now, the advance in tariff application is sectoral: moving from specific tariffs to entire segments of the economy. At the end of September 2025, new tariffs on imported furniture were announced, ranging from 30% to 50% for segments such as kitchen furniture, bedrooms, upholstered items, and others. For the furniture sector of Serra Gaúcha and Brazil as a whole, this measure may restore price competitiveness against other exporting countries, since all now face the same tariff barriers in the U.S. market.

The U.S. government announced that, starting October 1, 2025, several categories of imported furniture will be subject to the new tariffs. Among the main targets are a 50% tariff on kitchen cabinets and bathroom vanities, a 30% tariff on upholstered furniture such as sofas, armchairs, and chairs with coverings, as well as additional tariffs applied in parallel to other sectors, such as 100% on branded medicines and 25% on imported heavy trucks.

The official justification from the White House is that these tariffs aim to protect and encourage domestic furniture production, blocking massive imports that allegedly harm the local industry. However, the measure brings a series of impacts and uncertainties to the entire supply chain.

Expected effects include higher furniture prices in the U.S., with the risk of demand contraction, increased costs of interiors and finishes for builders and developers, the need for importers and retailers to adjust prices and margins, and the revision of plans by companies that intended to relocate production to neighboring countries such as Paraguay. There is also speculation about the strategy of setting up production units within the United States to mitigate exposure to external tariffs.

For Brazilian furniture companies, especially those located in Serra Gaúcha, this new phase of American tariff policy offers a perspective of competitive balance. Until now, many Brazilian products faced higher tariffs that hindered their entry into the U.S. With generalized tariffing, national manufacturers now compete under conditions more similar to other global industries.

Nevertheless, challenges remain: the overall increase in furniture prices in the U.S. market may slow down consumption, reducing demand for imports, including those from Brazil. This requires Brazilian companies to carefully review their logistics strategy, pricing policy, and geographic market diversification in order to mitigate negative impacts and seize emerging opportunities.

The new U.S. tariffs on furniture represent a turning point for the global industry. For Brazil, the immediate result may be a fairer competition landscape. But secondary effects, such as higher prices in the U.S. and a potential slowdown in consumption, demand that the Brazilian sector innovate and replicate strategies in the medium and long term. Recognized for its adaptability, the national furniture sector should see this challenge as an opportunity for international repositioning—whether by reinforcing attributes such as design, certified wood, and sustainability, or by seeking new consumer markets where U.S. tariff barriers are less decisive.