Activity strong for U.S. exhibitors in Cologne
By Powell Slaughter -- Furniture Today, February 8, 2004
COLOGNE, Germany — U.S. exhibitor participation in the furniture market here remains low, but those companies that did show reported strong interest despite continued difficulty in European retailing.
With the euro at record strength against the dollar, traffic at U.S. stands here was particularly heavy.
"The headline is really the weak dollar," said Margret Bloom, vice president of international sales for Stanley. "I think it's bringing some potential customers out of the woodwork here because they suddenly realize American products have value. I had one customer whom I've known for seven years…. She had fallen in love with the shows in Valencia and Milan, but she came here this time and said, 'I need to place a big order now!' "
Lexington Home Brands was back in Cologne for the first time since 1999, and the strong euro was a definite plus, said David Parker Jr., vice president of international sales.
"There's no question that when we quote prices, customers don't have to think a lot to realize it's a good value," he said. "If this (exchange) rate is sustained, I think it's inevitable we'll see stronger business."
Klaussner was another new face here. The company had shown a limited assortment before in the pavilion of parent company Hukla, but this year was the company's first real exhibition, showing 11 upholstery sets with occasional pieces in a dedicated space under its own name. Upholstery with leather/fabric mixes and a selection of recliners rounded out the presentation.
"It's common knowledge that the euro's strength is playing a part right now," said Eric Farlow, general manager of Klaussner's Plant Five, who came to Cologne in a sales capacity because he speaks German.
Some U.S. companies pass on Cologne because of what they see as different European consumer tastes, but Farlow said, "Our top two sets at home out of the selection we showed here were our top two sets here."
Stanley's Bloom signed several new customers and had a lot of return business. On display was a selection from October's Portofino introduction, with the white finish doing particularly well.
"We had a contingent of Russians, and I hopefully have a good new customer with them," she said. "The Middle East was very slow, but Korea was well represented, and Eastern Europe was pretty strong. I think attendance was down, but the quality was good. A lot of the walk-ins I've seen in the past I can do without."
Lexington showed selections from Tommy Bahama, Nautica, Palmer Home and new upholstery. Parker said European buyers are pickier than their U.S. counterparts on details such as interior hardware and finishing.
Will Lexington come back to Cologne next year? "I hope so," he said. "There needs to be a consistent level of commitment…. I don't think many American companies are known as real international suppliers."
Several U.S. companies sent product development teams to Cologne, including Stanley and Century, and senior executives from Klaussner and La-Z-Boy were walking the halls.
John Case, president of La-Z-Boy Branded Product, said there's a reason more U.S. companies haven't exhibited at Cologne.
"Most U.S. manufacturers have been very preoccupied the last three years and in a defensive mode," he said, "and with the historical strength of the dollar, the export market has been very difficult. You cannot build a business based on a current rate of exchange, but this is a great market for ideas."
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