Europeans have fun again
In Cologne, exhibitors hopeful for 2004
By Powell Slaughter -- Furniture Today, February 8, 2004
COLOGNE, Germany — Exhibitors at the International Furniture Fair here last month said business activity at the show gave reason for optimism in 2004.
With the exhibitor count up just slightly from last year and with uncertainty at retail, especially in Germany, few would have been surprised by a lackluster show. Exhibitors, however, said buyers generally were much more positive than at the 2003 show, although traffic tended to be flat or lighter.
Central topics of discussion were the effect of the strong euro on sales to non-euro countries, and increased Chinese competition for the European market.
This year, 1,368 exhibitors from 48 countries came to Cologne, along with about 90,000 buyers. With 63% of exhibitors from outside Germany, and a growing number from outside Europe, the event maintained its importance as an international furniture venue.
As at shows stateside, some pavilions were beehives of activity while others were somnolent. New dealer programs or product directions were the common denominators in the busier showrooms.
German leather upholstery manufacturer W. Schillig, for example, expanded its showroom here by 33% to 9,000 square feet, adding three new leathers and extravagant new frames.
"The whole buyer attitude was much better," said Erik Stammberger, president of Schillig USA. "A lot of people, manufacturers and retailers alike, have done their homework here. You saw a lot of new point-of-sale concepts."
Interline Italia, another leather upholstery supplier, also benefited from a new, larger showroom and a stronger product presentation.
"This is the first time we had a proper space that let us show an adequate selection of the newer releases," said Max DiPalma, export manager. "Reaction was excellent. It was a better show for us than it's ever been."
In addition to growing its BoConcept retail network, Danish ready-to-assemble furniture producer Club 8 also offered BoConcept Studio as an in-sore gallery, complete with flooring, wall décor and marketing materials.
"It seemed traffic was down some, but we were very busy," said David Most, Club 8 area sales manager.
Natuzzi introduced a freestanding chaise program and a consumer catalog in a shelter publication format, with "chapters" focusing on various lifestyles. Sixteen consumer profiles correspond to various living room atmospheres.
Team by Wellis, a high-end, design-oriented full-line manufacturer, used the Cologne show to talk business. The company's new pavilion — near the Ideal House, a conceptual display depicting homes of the future — had only enough furniture to allow dealers to talk strategy with Wellis management.
"Most of our clients already have seen this year's new pieces, because we had a special show for new items in November," said Heidi Bucher-Stöckli, director of marketing and public relations. "We concentrated on conversations with our clients, our partners, making all the connections. We talked more about cooperation and how to do more business."
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