Fair Comment is a new feature in which Furniture News quizzes the people behind the scenes to discover what makes their exhibition unique, what changes are taking place, and why buyers from the UK and ROI should take note. In this article, Nikola Andric, project director of Belgrade Furniture Fair, offers his views …
Identity: Over 400 exhibitors from Serbia and the entire South-east European region unveil their latest thoughts in furniture design, displaying the historic Serbian tradition of hand-craftsmanship in woodworking, cabinetry and upholstery.
Attendance: Last year, 381 domestic and foreign exhibitors participated. This year, to meet increased demand from local, regional and global manufacturers, the fair will expand to cover over 50,000 sqm – 100% of the Belgrade Fairground’s exhibition halls. Visitors will find 481 exhibitors, and we’re hoping to attract 55,000 [trade and consumer] visitors, and 60,000 in 2016.
What’s new? At the 53rd edition, the focus will expand from the domestic and regional markets to those further afield. Retailers’ needs to reduce inventory, purchase from dependable and reliable partners who are nearby, and assure profits through competitive and stable prices for products that will satisfy consumers’ expectations, have driven us to expand the fair’s reach to the rest of the continent, and beyond.
Serbian producers have the skills and capabilities to contribute to retailers searching for a sustainable competitive advantage. For the first time, the fair will dedicate its opening day to trade buyers, so they may shop in an environment conducive to business.
Direction? As well as highlighting the fashion-forward thinking of Serbian furniture designers and manufacturers, we recognised the need for a significant trade show platform for the entire region. We’re beginning to position Belgrade Furniture Fair as the destination for retailers searching for a new competitive advantage.
What makes Serbia suitable for furniture manufacture? Serbia and the ex-Yugoslavian region have a strong tradition of woodworking and furniture manufacturing. Abundant forests of hard and softwood, an experienced workforce, labour and operating costs among the lowest in the developed world, thousands of flexible enterprises willing and able to react to the demands of foreign markets located just days away by truck from European markets and a stable currency that moves with the euro, all combine to give Serbia an unbeatable competitive advantage. The strategic importance of this sector to Serbia is demonstrated by the Forestry School and testing laboratories at the University of Belgrade.
How is the show positioned to meet the demands of UK buyers? The exhibitors are willing, able and hungry to respond to the needs of UK buyers. Serbia’s location – only 2000km from the UK – and competitive prices represent a stable and reliable supply source, offering saleable products that will increase retailer profits while allowing them to reduce inventories. UK visitors can arrive non-stop from London Heathrow in three hours or less – with round-trip tickets available for as little as £200 – or connect through most major European cities. In a dynamic world, Serbia has what UK retailers require today.
In which areas do Serbia’s manufacturers excel? Furniture and wood products are among the few sectors in which Serbia’s exports exceed imports (about fourfold, in fact). This demonstrates the flexibility and ability of Serbian manufacturers to satisfy foreign market demands. With abundant forests, the country is ideally positioned for the production of all types of wood and upholstered furniture in every style imaginable.
Is Belgrade visitor-friendly? Belgrade is a sophisticated and tranquil capital city with a population of over 1.5 million. Belgrade’s Nikola Tesla Airport provides non-stop connections with most major European airports.
The city offers a wealth of comfortable lodgings, from boutique to conventional hotels, and Belgrade’s newest hotel – the 236-room Radisson Blu – is directly across from the fairgrounds. The fairgrounds are in the city centre, just minutes from everything – endless cafes, fine-dining restaurants, pubs, museums and other tourist attractions make Belgrade a wonderful destination.
Why has Serbia only now chosen to target UK visitors? Our government recognises Serbia’s raw materials and skilled workforce as precious resources. For part of the last century, Yugoslavia – of which Belgrade was the capital – was the top foreign supplier of wood furniture and components to most of the world (including the US). Unfortunately, during the years of strife, Serbia and its neighbours lost that position – mostly to Asia.
On reflection, our government recognises that all the elements that helped achieve that leading position are still in place. What is missing is the commercial relationships that permit buyers to exploit the possibilities. For this reason, Serbia recognises the great benefit that can flow to foreign buyers and the domestic economy by investing in communicating with the UK and other distant buyers.
Anything else? The 53rd International Fair of Woodworking Machines, Tools and Production Materials is held concurrently at the same location. Previously, these product categories were presented within the furniture fair, but it has matured into a separate event. There is also an interesting showing of works by the region’s most successful designers and architects, entitled Young Balkan Designers.
What makes your event better than its competitors? Honestly, it may be premature to claim that it’s better than other furniture events. However, with dramatic currency fluctuations, rampant cost increases in other major furniture export venues, and retailers’ need to purchase goods that can arrive quickly, the Belgrade Furniture Fair is particularly well positioned. Being just days or less away from the major European markets and having the only significant furniture expo platform in the entire region, we believe we offer advantages that are both unique and in demand.
Date: 10-15th November 2015
Location: Belgrade Fair, Serbia
