Eclectic Singapore
Diverse mix of product qualifies this show as 'High Point of Southeast Asia'
By Thomas Russell -- Furniture Today, March 13, 2005
Singapore — The International Furniture Fair Singapore/ASEAN Furniture Show once again positioned itself as the High Point of Southeast Asia with a diverse mix of product appealing to buyers from around the world.
With styles ranging from traditional and French Country to transitional and contemporary, the show had a good balance of case goods and upholstery, in fabric and leather.
Exhibitors from Indonesia and the Philippines also brought eclectic styles featuring indigenous materials such as abaca, wicker, rattan and bamboo.
This winter's IFFS show had 475 exhibitors from 34 countries in about 600,000 square feet, spread out over six halls at the Singapore Expo exhibition center.
China and Hong Kong had 90 of those companies, and Singapore and Indonesia had 72 each. Taiwan had 59 exhibitors showing mostly metal and office furniture, compared with 28 exhibitors from the Philippines and 24 from Vietnam. U.S. companies had a relatively small presence with 11 exhibitors.
Final show results were not available for the 2005 event. In 2004, the show attracted 17,126 visitors from 102 countries. Just over half of those visitors were from Singapore. About 14% were from Asia, 12% from Europe and 6% from the United States.
At the recent show, the visitor mix pleased exhibitors, many of whom were angling for international business. Many designed the size and scale of their product to suit buyers from the United Kingdom and continental Europe. But there were also products appealing to importers and retail buyers from Australia, the Middle East and United States.
"I look forward to coming here every market," said Elias Emergui, of Hayward, Calif.-based S.e.e. Imports. "Whoever is selecting the diversification of factories does a great job. If they would expand the show, they would make it 'the show' of the Far East."
Many of the exhibitors were familiar faces, with roughly 82% returning from last year. Still, 94 companies showed for the first time.
Among the newcomers was Indonesian case goods manufacturer L'Ambiance, which is hoping to tap into the international market. Its French country-styled dining, bedroom and occasional lineup features teak hardwoods with natural and lighter finishes and rub-through elements.
In large part, the collection is tailored to the U.S. market, where L'Ambiance hopes to expand its presence. Much of its export business is with Europe, but it hopes its U.S. sales will grow to about 50% of its revenues.
Indonesian case goods manufacturer Hardy Interiors returned to the show after an eight-year absence in order to see some of its British, Spanish and Australian buyers. But it also has its eye on the U.S. market, which it targeted with a group of bedroom, occasional and dining products made from fruitwood, an indigenous hardwood.
Italian leather upholstery manufacturer DeCoro was showing its line for the fourth time at IFFS. Most of its buyers in Singapore came from Australia, New Zealand and the United Kingdom. Associate sales director Massimiliano Ortolan said the company also gets U.S. visitors — but they mainly just stop in to say hello, since most of DeCoro's U.S. designs will appear in High Point next month.
DMC International, the European division of American importer Zocalo, offered an assortment of leather upholstery, bedroom and dining room. Like DeCoro, it was angling for the European market. But it expected a virtual United Nations of buyers, from countries including Australia, New Zealand, Dubai, Costa Rica and Turkey.
Despite the strong international draw of the IFFS, DMC's case goods featured many U.S. hardwood solids, including walnut, cherry, ash and maple. That largely has to do with shortages of indigenous materials in Indonesia and other Asian countries where it manufacturers. But the company also uses U.S. woods to maintain high quality.
"In Europe, they are very particular about that," said company director Derry Conran.
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