Aware of the spending profile of the Brazilian ascending class, which totals approximately 100 million people, modular furniture manufacturers have realized that these consumers  dream of having new products. Status symbol, the American kitchens are already part of the buildings constructed by  firms  that meet the new demand of Brazilians, including real estate of the My House, My Life program, established by the federal government. Therefore, furnishing this special room is not only part of the decoration plans of the middle class, but also the challenges to the furniture industry. Among  the exhibitors that will furnish the apartment of the Consumer’s House of the New Brazil, Bertolini, Bartzen Móveis, Móveis Pomzam and Móveis Stein already offer  lines that are both affordable and visually striking, using colors, handles with different design and varied finish options. Companies that supply classes A and B invest each year in the segmentation of their plants, creating new brands to meet the needs of all social levels. With strong market presence, some successful businesses have already been able to understand what the emerging class seeks: in addition to price, the finish should be valued, including options that combine veneers with glass and coatings shown in decorating magazines. A reason for this careful attention: just in 2011, class C spent R$ 1 trillion. Of these, R$ 41.7 billion were spent on furniture and home furnishings.