Contemporary takes 'low' profile in Cologne
By Powell Slaughter -- Furniture Today, February 6, 2005
Cologne, Germany — European manufacturers took minimalist lines to the max at last month's Cologne International Furniture Fair.
Contemporary hit new lows — in height, that is. Producers here took clean lines a step further and a step down through ankle-high pieces serving in place of tables, along with low credenzas and dressers and beds that in many cases rose only shin high.
The show also included moves to address the needs of younger consumers.
Among exhibitors, there was more optimism than at this time last year.
In the Wellis space, new product included a simple platform serving as a nightstand behind a very low bed, an example of the low-riding pieces on display throughout the show.
Minimalism might be in vogue, but as always, producers here have an eye firmly fixed on function. The Wellis bed rotates 360 degrees through an optional manual or mechanized operation.
"You aren't just sleeping in the bedroom, so you might need the bed to do different things," said Heidi Bucher-Stöckli, marketing director. "You can turn the bed to watch television. Maybe in the morning you want the sun to wake you up, so you can turn it toward the window."
The ground-hugging looks prevalent at high-end lifestyle suppliers extended into the medium price points with companies such as Club 8. The Danish manufacturer's showroom highlighted its BoConcept retail program — now up to 142 dedicated stores worldwide, including 10 U.S. locations with three more planned there this year.
Club 8's Italian contemporary-inspired Volani collection featured very low case pieces that blend well with Club 8's new step-up upholstery line, Mezzo.
"In Europe the trend is for everything to be lower, closer to the ground," said Carsten Pedersen, president. He added that Club 8 will emphasize walnut, an increasingly popular wood in the U.S. market.
"Walnut is dominant in Europe, and we see it in the U.S. shelter magazines more and more," Pedersen said. "We'll show a lot of walnut in High Point at April market. Cherry and wenge also continue to be strong."
As in America, suppliers here are intent on capturing the interest of the young adults. Rolf Benz, for instance, relied on in-house consumer research to develop its Basix upholstery, a starting line priced around 25% below the company's namesake product and aimed at consumers early in their furniture-buying life cycle.
"Basix targets the younger, urban consumer," said Hanny Kremers, press officer. "Rolf Benz is more elegant, classic contemporary where Basix is more colorful, more experimental."
Manufacturers here said buyers were in a better mood than a year ago, due to better consumer confidence in Europe. Product introductions were generally larger, reflected an attempt to cash in on what has started off as a stronger year at retail.
Club 8 made its largest-ever introduction of new product here, some 250 items. "I think there's a lot of excitement over our new introductions," said Pedersen. "We're also moving a little up in the marketplace in terms of price and quality, and customers appreciate the change."
Through three days of market, business was "quite good" at Italian case goods manufacturer Selva International, said Executive Vice President Paul Braithwaite.
He wasn't sure whether the heavy traffic at Selva was due to overall buyer optimism or the company's merchandising strategy. Selva has taken a decidedly contemporary turn from its roots in antique reproductions.
"We try to be market leaders — we want to pull rather than push," Braithwaite said. "We're presenting a layout they can easily replicate the retail presentation."
Wellis also had a full presentation of new product, unlike a year ago, when it just took a small space here to discuss business plans.
"We had so many new products we really wanted to show them off," said Bucher-Stöckli.
Cologne's international component remains lively, with an increasing number of exhibitors from Asia. International exhibitors made up almost 65% of the show's 1,329 participants, up slightly from last year's 63%.
Filipino manufacturers have experienced improved business here in the past couple of years, said Sabine Schaknat of the Cebu Furniture Inds. Foundation.
"We have two new exhibitors here, and others back for the second or third time," Schaknat said. "A couple of years ago it was very slow, but 2004 was very positive for the Philippines group. This year is good, but not great."
Nicolaas De Lange, president of both case goods manufacturer Designs Ligna and the Chamber of Furniture Inds. of the Philippines, said he's encouraging more Manila-area manufacturers to explore international trade shows.
"I think Cologne always will be important to us," he said. "The main thing going against us here is the sheer size of the show, so we're also looking at other, smaller shows in Europe. We'll continue with Cologne, though."
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Contemporary takes ‘low’ profile in Cologne
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