The achievement this year of GOTS (Global Organic Textile Standard) and GRS (Global Recycled Standard) certification came in response to growing customer requirements and was obtained without difficulty, as the company already complied with most of the standards’ criteria. «We already had policies in place that met most of the requirements, so much so that we had zero non-conformities during the audit», says Daniel Simões, CEO of Top Trends, to Portugal Têxtil. «We realised that, even if the customer does not request the transaction certificate, for example for organic cotton, they still want the assurance that the company itself is certified, including in terms of social responsibility and working conditions», he adds.
The certifications follow the company’s decision to dedicate itself exclusively to private label, taken in December 2023, when its own brand, Mad The Label, accounted for 40% of business activity. The decision came after the company concluded that increasing demand for private label services made it difficult to manage both business areas without significantly expanding its structure. «We reached a point where we started receiving so many requests for private label that we had to make a decision: either we expanded the company, with more staff and larger facilities, or we focused on one of the two activities», Daniel Simões explains.
Although the decision was made «during a five-minute meeting», the CEO admits it was difficult to give up the company’s own brand. «Of course, it was sad because it was our own project, and there is always an emotional attachment, but it was also a very volatile and unstable business», he says, explaining that sales depended on how collections were received while fixed costs remained regardless of turnover.
The company’s exclusive focus on private label began to translate into results during the first full year following the strategic shift. In 2024, Top Trends recorded growth of around 30% compared with the previous year, followed by a further 16% increase in 2025. For 2026, it expects to grow by approximately 8%. «The first half of 2026 has already outperformed the first half of 2025», the CEO reveals.
Since entering the private label business, the company has aimed to work with brands in the «premium and luxury segments, which do not operate with mass production», he explains. According to Daniel Simões, Top Trends differentiates itself not only through product quality but also through the way it supports its customers. «We never pass the problem back to the customer by saying, “We have this issue, what do you want us to do?” We present solutions, and the customer decides», he stresses. In his view, «this is the kind of service that builds customer loyalty».
Flexible production
Top Trends manages sales, finance, pattern making, cutting, sample development and certain finishing processes in-house, while garment manufacturing is outsourced to partner companies, all based in Portugal and mostly located in Barcelos. Altogether, the company works with around 200 people, directly and indirectly, while its in-house team currently consists of eight employees.
The minimum production quantity is set at 100 pieces per style and colour, a positioning that Daniel Simões also considers a competitive advantage. According to him, several customers started with small production runs before gradually increasing their orders. «We have customers who started with 100 pieces in 2018 and now place orders for 1,000 or even 3,000 pieces», he says.
At the same time, the company deliberately reserves production capacity for new customers. «Every year we keep room for two or three new clients starting from scratch», the CEO adds.
Alongside regular production for its customers, the company also develops bespoke projects, including a limited-edition jacket for the 2024 UEFA Champions League, «made using 100% wool fabric from Paulo de Oliveira», and a coat created for a Porsche event. «These projects are extremely rewarding for us and fit perfectly within the market segment we work in», he states.
This year, Top Trends invested in implementing production management software. «With this transformation, and now that we work exclusively in private label, we felt the need for software tailored to our business, providing automated processes, full traceability throughout production and helping us further improve the customer service levels we strongly believe in», he explains.
International expansion
With a core portfolio of 12 customers, exports account for the entirety of Top Trends’ production. Germany and the Netherlands are currently its main markets, while the company also carries out occasional business in Austria and Switzerland. At the same time, it is seeking to enter the Nordic markets, starting with Denmark, through direct contact with brands and by attending international trade fairs as a visitor, including Copenhagen International Fashion Fair (CIFF), which takes place next week.
Munich Fabric Start has also played an important role in the company’s commercial strategy since 2018, when participation in the fair enabled it to secure customers that remain in its portfolio today. Top Trends attended the event until the January 2026 edition but decided not to participate in July this year following the change in dates, as the exhibition had previously been held in September. «If it were still in September, we would have gone. Now that it is in July, we won’t. It’s holiday season, and everything is more expensive, including flights and accommodation», explains Daniel Simões.
The company is also exploring the possibility of exhibiting at the January edition of Première Vision next year to reach new markets. «Première Vision is a more international trade fair», Daniel Simões concludes.
