TOGETHER WE ARE STRONG
‘This year we can confidently say that we have an excellent line-up’, says Glenn De Maeseneer, Director of the Brussels Furniture Fair.
‘All our halls are full, apart from two stands of 56 square metres,’ Glenn adds. Enthusiasm is running high in the Anderlecht office, also because this year the organising team did not need to cajole and persuade to get extra participants over the line as the deadline loomed. The fair was already 95 per cent full more than two months ago. Glenn: ‘The reason why we can boast such good numbers is because we have loyal exhibitors who keep coming back. We have a strong foundation. With more than 80 per cent returning exhibitors.’
Alongside the many well-known names due to present their latest models in early November, there are a whole host of newcomers. And not just any newcomers, but brands including Niehoff, Wersal, Willi Schillig, Cinas, Steinpol, Rietberger Möbelwerke, Kristensen & Kristensen, Skagen Studio Nicoletti, Natuzzi and Calia Italia, well-known brands from Italy, Germany and Poland, but also from Denmark, ‘from where we’ve noticed that there’s interest both in our fair and in our visitors.’ How did we attract them? ‘We contacted a wide range of people from both Belgium and abroad and told them our story. Many of them had previously been interested in exhibiting their new products at the Brussels Furniture Fair, but needed that final bit of encouragement to get them over the line. A number of players also approached us spontaneously. It seems that word is out in the industry that the Brussels Furniture Fair is a key event in the trade fair calendar, and is worthwhile both for doing business and for meeting new customers. In recent years, we’ve been able to cite some convincing figures, and the upcoming edition is looking promising.’
Glenn and his team are committed to clear segmentation within the industry. This allows certain exhibitors to retain their fixed spots in a hall, making them easily recognisable to visitors. At the same time, the team is working on additional segmentation, so visitors can find their way to segments such as Urban, Patio, Belgian Design Island, or the bedding hall. What’s more, this year the offering has been expanded to textiles and outdoor. ‘Segmentation works’, says Glenn, ‘you need to give outdoor and textiles a place, just like bedding. And clearly defined boundaries strengthen the whole offering.’ The Belgian Design Island soon got filled with promising design too. This year, we had phone calls from far and wide asking for a spot on BDI. That stand at the entrance to Hall 5 has now become a permanent fixture.
Glenn is all too aware that there’s always room for improvement. ‘Often, manufacturers don’t attend because they’re prioritising their own in-house shows or international trade fairs. Brands are also influenced by what their competitors are doing. If one player makes a particular decision, then others follow suit. If they decide to pass, then others do the same. We’d like to have seen more Belgians in our outdoor zone, but we did achieve our target with a range of international brands. We have a solid foundation now, so next year we can even open up a segment with slightly higher-end brands.’
In terms of target visitor numbers, Glenn is working on the basis of last year’s figure. Then the Brussels Furniture Fair attracted 18,000 visitors. More international visitors than ever, especially from France and the Netherlands. ‘In recent weeks, we’ve had strong interest from France’, he adds. ‘It seems that a lot of people are talking about the Furniture Fair there. We can see the interest from the demand for hotel overnights. So I’m expecting a large number of international visitors. At the same time, there are stores that are closing down. But overall, expectations are high. Although as ever, it’s impossible to be certain.’
In a rapidly evolving trade fair landscape, Glenn and his team continue to believe in the power and relevance of a trade fair. ‘For many people, it may seem to be the traditional way of doing things, but visitors are able to glean so much information under one roof here. It would be madness to set up in the centre of Brussels and radically change our approach. We also don’t want to lose our core business. We focus on the people who keep our fair running, and who ensure that their customers keep on coming to the Brussels Furniture Fair. Together we are strong.’
