U.S. exhibitors praise Cologne
By Powell Slaughter -- Furniture Today, February 3, 2002
COLOGNE, Germany — U.S. exhibitors at the Cologne International Furniture Fair made up some of the ground they lost when the Sept. 11 attacks smothered international participation at the October High Point market.
Stanley, showing for the sixth time here in the U.S. Pavilion sponsored by the Furniture Export Office of the North Carolina Department of Commerce, had its best show since its first trip.
"Our High Point international attendance was better than a lot of others, but the October show was the worst international attendance we've had since I've been at Stanley," said Margret Bloom, vice president of international sales. "I hadn't planned on coming back here, but realized that if you want to do your job you have to go to Cologne."
Stanley benefited, too, from a more traditional focus in its product selection here.
"We had been overloaded toward contemporary in our display at this market," Bloom said. "Buyers can find contemporary at a lot of exhibitors here, and they're looking to us for traditional furniture."
Ashley's persistence in Cologne paid off in its third showing here, said Shari Wanek-Wagner, vice president of international marketing. Europe is relatively new ground for Ashley, which has stronger business in Latin America and the Middle East.
"Our first year, we signed two new accounts … I've signed nine new accounts myself in just the first two days," Wanek-Wagner said. "They always say it takes three years for success in a new market. I like to say five, but it looks at this show like we've paid our dues and are receiving the rewards that come with it."
This year's results convinced her to seek a bigger space next year.
"I think it's a matter of staying power, and the product and the space look good," she said. "I strongly feel the U.S. manufacturers need to make a presence here."
Lane also is working to broaden its European business, said Tom Foy, president.
"We do well in Northern Europe — that is, Holland, Germany and Belgium, and the Scandinavian countries — but we need to improve our position in Southern Europe," he said. "It's not a whole lot different from what you have to do in the States: Get good people who can travel, who know the customers, the culture and the language, whether that's through a distributor or a rep group."
Lane also plans to offer product especially suited to the European markets.
"We'll develop some wardrobes, which are popular here since people have fewer closets," Foy said. "We'll bring casual dining to the market next year, too, since it's a better scale for this market (than master dining)."
Several U.S. furniture designers got a shot at Europe at the U.S. Design Pavilion, which showed pieces from the Art Center College of Design, Blu Dot, Eric Janssen Design, Inova, The Jordan Group and Szado.
"We've shown before only at the International Contemporary Furniture Fair in New York — this is our first international show," said Noël Szado, a co-owner of seating maker Szado. "At the 2001 ICFF, the Cologne Fair director sent an invitation to a small group of companies to exhibit here as a representation of the American avant-garde in furniture design."
She said buyers at this design-savvy show showed great interest in the Pavilion.
"People are genuinely surprised and delighted," she said. "They're looking to see what's coming out of the States."
| U.S. designers and their companies came to Cologne under show management's sponsorship to exhibit in the U.S. Design Pavilion. |
| A chair by Szado, a U.S. company, has good potential in the contemporary- leaning European market. |
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