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The story of A Vida Portuguesa (The Portuguese Life) unfolds as we rediscover and recreate the very best of Portuguese production. Based on a traditional know-how that has been passed through generations, involving a great deal of handwork and keeping their old style packages. Designed by and for the Portuguese, they continue to speak to our hearts. This is a story of respect for those who sell, who purchase and the goods that are traded. We like to call it "delicate trade".

In the year it comes of age and arrives in the US, through a pop-up at the MoMA Design Store, A Vida Portuguesa launches two products: a new edition of the book of products that it represents "Genuine and Touching Products of Portuguese Creation"; and an exclusive Faplana x A Vida Portuguesa set.

The new edition of the book "Genuine and Touching Products of Portuguese Creation", published in Portuguese and English (with the support of the Portuguese Ministry of Culture), tells the story of around 40 products and brands represented by A Vida Portuguesa and illustrated by Jorge Colombo, one of the most internationally renowned Portuguese illustrators, who has worked regularly as a cover artist for "The New Yorker" (for which he created the first cover designed on a smartphone) among other publications, including the Portuguese edition of "Granta".

As A Vida Portuguesa has long been proud to have a partner in Faplana, it wanted to take the relationship a step further by setting a challenge. Respecting the timeless design of this factory, which has distinguished itself in the plastics processing industry since 1955 and strives to create melamine products through compression manufacturing, A Vida Portuguesa proposed an experiment with this already well-perfected technique, by mixing a careful selection of different colours – green, blue and white – which results in a delicate and fun pointillist marbled effect, ready to liven up the atmosphere wherever you are – at home, on the beach or in the garden!

In the year that A Vida Portuguesa marked its 18th anniversary, it made its debut in the U.S., through an exclusive exhibition at the MoMA Design Store in New York – with a presence at the SoHo and Midtown addresses, as well as online – from January 8 to March 10, 2025.

The MoMA Design Store seeks out artists, designers, and makers from around the world, selecting objects that meet carefully considered design criteria. The MoMA Design Store supports The Museum of Modern Art’s mission to educate the public about modern art and good design, and is the only place in the world where everything is approved by MoMA’s curators—the same experts responsible for what’s on display at the Museum.

Over the course of eight weeks, A Vida Portuguesa brought the essence of Portugal to New York, with dedicated spaces at the MoMA Design Store in SoHo and at the Midtown store on 53rd Street, located across from the Museum.

Furthermore, to close this project and at the invitation of the Pratt Institute, one of the most renowned universities worldwide in terms of art, design, architecture, human sciences and information studies, a cultural program was held with the support of the Portuguese Ministry of Culture, where Nuno Coelho - communication designer, artist, curator and professor at the University of Coimbra -; Jorge Colombo - illustrator, photographer and graphic designer, internationally known for his digital design covers for The New Yorker -; and our founder, Catarina Portas, gave three lectures on the history of Portugal through our brands and packaging; the evocative power of the textures and surfaces of various materials and tools used by Jorge Colombo, namely in the illustrations he made for A Vida Portuguesa; and what A Vida Portuguesa is and why a store like this was created. The afternoon conferences took place on March 7 at the Pratt Institute, and were open to university students as well as the general public.

At the end of 2024 and after many years of research and work, A Vida Portuguesa proudly presents a meticulous reissue of the famous "TOM Dolls".

Having acquired the rights from the heirs, we received the artist's Thomaz de Mello (1906 - 1990) files containing the technical drawings, manufacturing and painting, and many beechwood figures, more or less finished but still to be painted. Finding a carpenter, a former collaborator of the artist, to complete them and recruiting a range of talented painters, the new "TOM Dolls" are a faithful recreation of the figures of the period, with a modern style, true pieces of retro design but with grace and originality that are always up to date.

A collection of twenty-five figures that perpetuate costumes and crafts that today survive only in the universe of the country's folklore and ethnography, calling for a new look at a surprising discovery. All the dolls are numbered and signed, making each figure a unique object.

From Anchieta to Rua Nova do Almada, but we continue in Chiado! A Vida Portuguesa moved on the 2nd of August to the former Livraria Férin, at Rua Nova do Almada nº 72. The second oldest bookstore in Lisbon closed its doors, as such, at the end of 2023, without anyone from the same branch to resume. Thus, A Vida Portuguesa rented the space to reopen in Chiado, after the closure of its store on Rua Anchieta. As it has done in other historic spaces that it has occupied and continues to occupy, it committed to returning an old store to the city, preserved and restored down to the last detail. And for the sake of our memory, the books section is right right at the entrance.

Starting on the first floor at the beginning of August, it opened in full in December, covering approximately 400 m2, with its beautiful and well-stocked grocery store on the ground floor.

After more than 17 years, A Vida Portuguesa was forced to close the doors of what was its first home, on July 21st on Rua Anchieta. The space occupied by the store was claimed by the luxury local lodging which, in recent years, has occupied the entire building.

After a 4-year hiatus, A Vida Portuguesa returns to Porto, now at Time Out Market at São Bento Station! Designed by Eduardo Souto Moura, it is located at the base of the iron and glass tower, inspired by water reservoirs and overlooking Clérigos.

Launch of the Azores White Tea in partnership with Companhia Portugueza do Chá — experimental lot of the Government of the Azores. Launch of Jogo da Memória, an exclusive A Vida Portuguesa product with illustrations by renowned illustrator Jorge Colombo.

Opening of DEPOZITO at Rua Nova do Desterro, 21. DEPOZITO is a project by A Vida Portuguesa in collaboration with Portugal Manual. ⁠

A Vida Portuguesa receives the APOM Award — Merchandising — for the exclusive collection of AVP and Sarah Affonso.

Launch of exclusive products: Estrelas de Natal fibra vegetais in partnership with Toino Abel, Etiquetas de Natal with illustrations by Jorge Colombo and Etiquetas de Postais Antigos.

“One for All” campaign to give online sales opportunities to suppliers who do not have an online store (pandemic context).

The start of the project Bonecos TOM with a contribution to the book for Jorge Silva.

Due to COVID-19, A Vida Portuguesa is forced to close Ivens and Porto stores.

A Vida Portuguesa launches an exclusive product called Clássicos da Perfumaria Portuguesa. Months later, the stores put on sale an Advent Calendar in partnership with Avianense.

A Vida Portuguesa celebrates Sarah Affonso (1899-1983), a great artist who was both a modernist painter and a prodigious embroiderer, an independent woman, a dedicated and inventive mother married to José de Almada Negreiros. Launch of the Exclusive Collection AVP and Sarah Affonso (44 products).

Opening of the Porto Store on Rua do Cândido dos Reis.

A Vida Portuguesa launches five exclusive products: Tábua de Mármore, Saco lona AVP, Papel para recortar, Nota bem and Etiquetas de Natal.

Creation of an event at the Intendente store to celebrate the 100th anniversary of Ach. Brito.

Christmas popup at the Porto store (Rua Cândido dos Reis).

A Vida Portuguesa launches a collection of unique products with Portuguese illustrator Jorge Colombo, in addition to the launch of two exclusive products: Plan of the Week and Christmas ornaments in partnership with Maciel.

A Vida Portuguesa opens a popup store at La Trésorerie, in Paris.

Catarina Portas is the host of a series of programs Fabrico Nacional for RTP.

A Vida Portuguesa opened a new store in Lisbon, at number 2 Rua Ivens, in the Chiado area.

The Design Office within A Vida Portuguesa, created to produce more exclusives for the brand is founded with Kathi Stertzig and Álbio Nascimento.

Opening of new store

Opening of the Home Ware shop in Largo do Intendente, Lisbon. We fulfill the dream of broadening our offer, and range of suppliers, to the home department.

A Vida Portuguesa is one if the 15 brands selected worldwide to be a part of the Monocle Christmas Market in London.

"Delicious Chocolate for Tourists" is launched, from a partnership between A Vida Portuguesa and Regina, recovering charming old labels with illustrations from the Estoril and "Sunny Coast".

Wallpaper magazine names Catarina Portas one of the "bright young things" shaping the future

The first temporary store, A Vida Republicana (The Republican Life) opens as a part of the exhibition "Long live the Republic!" (within the Celebrations of the Portuguese Republic Centenary) in Lisbon.

Exclusive "Republic" products are launched: an Ach. Brito Soap, a CRERE Republican Bust, a Republican moustache for young customers, a 5th of October commemorative plaque and a selection of  themed stamps 

Throughout the summer two more A Vida Republicana stores opened in Terreiro do Paço square 

A Vida Portuguesa in Porto is the first Portuguese shop to join Wallpaper's Magazine Retail Directory, a selection of 22 worldwide shops, listing "the Year's Most Innovative Retail Design Discoveries" 

Retail for the MoMA (Museum of Modern Art) of both New York (USA) and Tokyo (Japan), supplying different products for the project "Destination Portugal" 

Retail of ceramic swallows fot the Portuguese Pavilion in the 2010 World Expo in Shanghai, China 

Monocle magazine names Catarina Portas one of its "Heroes" for 2010, worldwide people who "deserve a bigger stage" 

The Porto shop opens in the Clérigos neighbourhood (downtown), in partnership with Ach. Brito 

The online shop opens, selling to the world, in partnership with Feitoria

The Exclusive Collection of Six Emílio Braga Notebooks is launched 

A corner with a selection of A Vida Portuguesa products opens in Casa das Histórias - Paula Rego Museum

A Vida Portuguesa is a Mercury Prize Finalist in "Best Trade" New Concepts 

A Vida Portuguesa line is expanded with exclusive products: 
A collection of 15 Confiança Soaps "Confident Portuguese" 
"Lisbon by Night" 3 soap box by Ach Brito 
A Vida Portuguesa notepad by Serrote

Voted one of "10 most original shops in town" by Time Out Lisbon

Secla Vintage line of mugs and jugs is launched

The ceramic swallows, using the original Rafael Bordallo Pinheiro molds, are relaunched as an A Vida Portuguesa exclusive

The "Sticking Swallows" created by A Vida Portuguesa are launched

Eight vintage Viarco pencil packages ("Watercolour", "Girl with Doll", "Boys with Balls Soap," "Boys With Cat," "Boys and Sheep") are relaunched as an exclusive A Vida Portuguesa

The brand A Vida Portuguesa is born, replacing A Casa Portuguesa brand

The Lisbon shop opens in the Chiado neighbourhood: 11 Rua Anchieta