Frustrated by the lack of a strong furniture trade event in the country, three French manufacturers came together in 2012 to launch Espritmeuble, a Parisian event with a strong focus on the mid- to upper-end of the market. Four editions later, the show has cemented its place as France’s principal furniture show – Paul Farley visited December's edition to evaluate its unique charms …
It’s long puzzled me that, despite being one of our closest neighbours, France accounts for such a small proportion of the UK’s furniture imports – around 2% in 2014, according to FIRA’s latest findings.
Although a combination of issues concerning cost, design style, language and legislation barriers are at the heart of this disconnect, the fact that the country has gone for so long without having a prominent furniture exhibition at its heart must be partly to blame.
It’s now 2016, and that caveat no longer applies. Espritmeuble has quickly come to exemplify the better end of the French market – the bulk of the industry not completely dominated by multiples – bringing a notable selection of exhibitors from France and further afield together within an attractive, convivial environment.
It’s also accessible. From London, the heart of France can be reached in little over two hours by train.
It was perhaps symptomatic of the times that my own journey was delayed due to reports of violence on the London underground. Just three weeks earlier, Paris had suffered a co-ordinated terrorist attack that left 130 dead, and the ripples following this tragedy were still being felt around Western Europe.
“Espritmeuble has quickly come to exemplify the better end of the French market, bringing a notable selection of exhibitors from France and further afield together within an attractive, convivial environment”
Consequently, whilst the inhabitants of Paris were generally quick to go back about their business, to many outsiders the city remained a less certain destination – particularly for large-scale gatherings such as trade exhibitions.
In the event, the show reported an attendance of 8742 – a 6% decrease on that of 2014, principally driven by a drop in the number of international visitors.
“With attendance to the other professional shows in Paris at that time down 5-15%, we were actually quite stable,” comments Gaétan Ménard, the show’s president and the director-general of cabinet furniture manufacturer Ernest Menard – who, alongside Gilles Silberman, vice-chairman of the Cauval Group, and Alain Liault, chairman of Meubles Célio, founded the event. “We were expecting a bigger drop – and those who did come were extremely satisfied.”
Further mitigating the decrease, the organiser points to a significantly more qualified visitor base of company managers in attendance, as well as a far broader exhibitor offer – at 300, a collection of brands 50% greater than in 2014, across a floorspace of the Parc de Porte de Versailles venue 30% larger than previously.
Quality is the watchword when it comes to the show’s exhibitors, of which 50% were French businesses. The remainder comprised companies from Portugal, Italy, Germany, Spain and elsewhere, including leading brands such as Calligaris, Calia Italia, Stressless and himolla.
Whilst Gaétan’s team is keen to further expand the show’s offer this year – in particular its range of contemporary furniture – the selection of exhibitors remains very much a curated process. Gaétan argues that consistency of quality is now a given for the event’s target visitors, which comprise “the top 15% of France’s retailers, and 90% of the country’s independent dealers”.
“This was only the fourth edition,” he says. “I think we are almost at maturity for our own market.”
Internationals accounted for 11% of the show’s visitors in 2015 – a component Gaétan is determined to build, to this end hosting this year’s AGM of global journalist alliance, the IAFP. Representatives from nearly 20 international magazines arrived in Paris to explore the event, and assess its relevance to their respective markets.
It is impossible to disregard the fact that – acts of terror notwithstanding – two rival shows bookend Espritmeuble’s early December fixture. With Brussels Furniture Fair taking place in early November, and imm cologne in January, what can espritmeuble offer those buyers already sourcing European exports?
“The French market is Europe’s second in terms of size, so it deserves a good show, and we certainly want to become more significant in terms of European trading,” says Gaétan. “Both Brussels and Cologne are doing a great job, but they don’t offer the same exhibitor roster as us. Just as the Brussels show is tailored to the Benelux market, Espritmeuble offers more southern European names, and their product tends to be more tailored to the French market.
“The very spirit of the show is in some ways more evocative of an at-home event than a trade fair”
“Take the cabinet furniture market, for example. We probably have the most interesting offer of any show of our size in this sector, more so than the mass-market Cologne fair, and the prices can often be 20-30% higher in Germany than they are here.”
Cabinet trends running throughout Espritmeuble’s halls range from country rustic to the ultra contemporary, with made-to-measure, concrete tops and integrated lighting features jumping out at every turn – enough variety for retailers looking to differentiate their offer.
It almost goes without saying that it’s near impossible to match Paris as a destination, and Espritmeuble offers international visitors an invitational programme covering their flight and accommodation.
The show is accessible, professional, and eminently hospitable – visitors are treated to free catering throughout, and the organiser celebrates proceedings with a lavish gala dinner. Indeed, the very spirit of the show is in some ways more evocative of an at-home event than a trade fair.
“Espritmeuble was organised by three professional manufacturers for the purpose of welcoming our customers,” clarifies Gaétan. “We don’t see our visitors as customers of Espritmeuble, but as guests of our respective factories.”
“The lavish approach to catering and entertainment goes a long way towards creating an intimate, friendly atmosphere that matches many better-established events”
Gaétan can certainly argue that his management team of manufacturers has a better grasp on the realities of the furniture trade than most show organisers. The lavish approach to catering and entertainment – from mobile snack stations to celebrity chef demos – goes a long way towards creating an intimate, friendly atmosphere that matches many better-established events, creating an environment for bigger, better business transactions with each passing year.
With its unique, concentrated offer of high-end European brands and specialised French product, Espritmeuble deserves to be on any buyer’s radar, and its relevance to the UK market can only grow. The stage is already set for the next edition, which will run from 3rd-6th December this year.
