Many suppliers wish to explore the export route, yet lack the support necessary to exhibit abroad with success. In May, Furniture News reported the experiences of two companies exhibiting at Shanghai’s IFFS exhibition for the first time, and discussed the promotional and logistical issues attached to such an ambitious undertaking. This month, the destination in question is more familiar territory to most readers – the design-savvy surrounds of Salone Internazionale del Mobile, the Milan Furniture Fair …
As the undisputed centre of the furniture design industry, Milan is the destination of choice for companies wishing to make their mark on the international scene. Designers, buyers and journalists flock to the city every April to see new products, enjoy the exhibitions and discover new talent.
This year’s edition saw the participation of several British companies which benefited from the support of the association of British Furniture Manufacturers (BFM), an accredited trade organisation that gains funding from UK Trade and Investment (UKT&I) to help British manufacturers take their products to overseas events and explore new markets.
BFM members Parker Knoll, Duresta, Ercol and Arthur Brett – some of which had attended the fair previously – sought to increase their export activity through connections made at the show, and benefited from the vital support and advice provided by the BFM representatives on the ground throughout the show.
“All the exhibitors were busy on the days I attended, with many new contacts being made,” says Jackie Bazeley, MD of the BFM. “This reinforces the high regard great British furniture is held in, and the interest it is drawing from importers.”
The members taking part unanimously reported that the show was successful for them, and that they all plan to attend again next year. Louis Aldred, sales executive at Arthur Brett, says: “It is the biggest event in our calendar in terms of exhibitions – there is no other show like Milan.” The company plans to double the size of its stand next year. Louis also says he felt that, even though it is too early to fully tell, in his opinion the event was Arthur Brett’s best yet, with “sales on the stand and business to come”.
The spokesperson from Duresta Upholstery was similarly positive. “This event has exposed us to many new customers from around the world we would never have been able to meet had we not attended.”
Donna Bellingham, brand director at Parker Knoll, says: “On the whole the show was very encouraging for both new and existing customers.” Her company exhibited in a key location, which gave it the “ideal occasion to showcase the 144-year British heritage, traditional design and excellent craftsmanship to a much wider audience”.
“The activity being undertaken by many members underlines that there are real opportunities through export, and the BFM is here to support in any way possible”
Ercol is pushing its export business hard – last month, the company exhibited at the ICFF show in New York, and won plaudits for its designs. Ercol’s MD Nick Garratt says: “The venue was terrific, and there was a high level of footfall.”
In each case, the BFM played an important role in facilitating a presence at the show. As well as liaising with the exhibition’s organiser on behalf of the companies before, during and after the event, the BFM helps with areas such as shipping and negotiating exhibition space, providing help and advice throughout the show, trouble-shooting, as well as access to stand design and build suppliers.
The BFM is considering taking its own stand to Milan next year, to enable its smaller members to participate. “This is an idea that the BFM believe will add value to those companies who want to attend the show and cannot afford the full cost,” says Jackie Bazeley. “However, this will need to be negotiated with the show organisers before we are in a position to offer this to members – which we very much hope to achieve.”
At this year’s edition, there was a significant number of Russian companies looking to import. According to the BFM, Russia has become an increasingly important market for export-minded British furniture manufacturers, and while some BFM members – such as those in attendance in Milan – are already experienced exporters with a presence within countries such as Russia, many others lack the contacts and resources to enter this market.
The BFM is continually looking to help its members successfully export through overseas agents, and helping to establish relationships with buyers. The association already has a successful initiative running in Russia in partnership with Oxford Marketing, and this will soon be extended to the Commonwealth of Independent States (CIS), initially the Ukraine – then further afield.
“This is an exciting time for companies that want to start or continue exporting,” says Jackie. “The UKT&I funding has become more flexible and recently increased, which is very welcome. There is a real desire by countries such as Russia and China to buy UK product, and this is why the BFM is extending its export support and is currently looking at China as the next destination.”
Export has become a definite focus for the BFM, and the results achieved for the members participating at Milan this year proves that the support the association provides can help reap major benefits. “The activity being undertaken by many members underlines that there are real opportunities through export, and the BFM is here to support in any way possible,” concludes Jackie.
