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M.O.W. Ostwestfalen 2009, report
Source: MOWM.O.W. 2009 from May 3 to 7 with good results! Spring schedule confirmed!
The M.O.W. 2009 included about 500 exhibitors from 27 countries. 62% of the participating companies came from Germany, 38 % from abroad. Compared on an international level Denmark, Italy, Netherlands, Poland, and Turkey were most strongly represented. For the first time exhibitors from Egypt and India were welcomed.
After five days the M.O.W. 2009 finished successfully. After the sluggish start on Sunday many exhibitors left the East Westphalian fair halls with well filled order bags on Thursday 07/05/2009.
Due to May 1st in Germany and other bank holidays in the Netherlands some of the trade visitors used the time for a short break. The total number of visitors had slightly diminished as some individual customers did not participate. However, the decisive important buyers could be welcomed in the M.O.W. fair centres. Until Thursday evening they all worked intensively and placed orders not only for summer items but also regarding the assortments for autumn. This showed that it had been right to advance the M.O.W. scheduling to Spring.
A pleasant fair balance for all the parties concerned, all the more as the M.O.W. 2009 was a quite special fair in every respect. This year it celebrated its 25th anniversary. It took place in a different season – barely 8 months after the preceding event. And it took place in the middle of a world economic crisis – which has been perceived by many sectors – however, by which the furniture sectors compared with other industries had not been affected so far. Currently the furniture purchasing associations report record results, and also the GfK (Company for consumer research) notes a predominantly good order situation in the furniture industry, a solid buyer confidence in the furniture trade and positive consumer buying trends that are even better in the furniture sector than last year. Notwithstanding this the uncertainty of the general economic situation is also reflected in the M.O.W. participants.
First-class presentation in the furniture industry
This is just why – or let’s say even in spite of this – the furniture industry presented a pyrotechnic extravagance of innovations and highlights. E.g. the Steinhoff-Group alone convinced with a concentrated offer of new products on a surface of 8,500 sqm, Oschmann, a comparably small manufacturer, had 23 remarkable new products in his fair package, the Polipol/Zehdenick/Polinova-Group from Rahden (Germany) introduced with Megapol – even in these times – another upholstered furniture line for young people, and Dunlopillo, a mattress manufacturer, even dared to introduce his upholstered beds and bedding in a field which was completely new for him. This is a fulminant performance based on the fact that the M.O.W. 2009 is for many furniture manufacturers - after Cologne and Milan – the second and/or third fair within four months!
High visitor quality
The buyers respected this accordingly. All the important decision makers from the buying associations and commissions had come. But also the large mail order houses, building centres and DIY stores, chain stores, internet marketing companies as well as department stores from Germany and abroad. Decisions were made regarding specials that must be available in the short term and basic assortments for the autumn/winter business, and much preliminary work was carried out by the associations for the presentation of the samples.
The high-quality level of the M.O.W. visitors was demonstrated by the associations’ and large customers’ presence. There was just one tiny little blemish not only at the M.O.W. 2009 but also at many other fairs: The number of customers from small and medium-sized businesses left much to be desired. For this year’s M.O.W. this meant a slight decline in the lower 2-figure area.
Restrained optimism due to the world economy situation
Depending on the attitude of expectation the exhibitors‘ comments on the fair ranged from cheers to optimistic grass-rooted statements such as, “Due to the economic situation we cannot achieve 100 % here, but 80% and these on top of the hitherto anyway pleasant business trend. This gives us a good basis for the second half of the year”. As usual the company booms had been different. On the whole all participants of the fair had divided optimistic opinions regarding the future. In many cases two hearts were beating in the chest: The hope to be able to actively intensify this sector’s positive development contrary to the trend. But at the same time a prudent retention in order to be possibly equipped for any conceivable challenge should the situation become worse.
Spring schedule confirmed
The predominant majority were quite happy with the new M.O.W. scheduling. One exhibitor’s sound bite, “Thanks to the advanced presentation we will have the chance to react to the important autumn/winter business in due time and to reschedule our plans, if necessary.” This had not been possible in September, but now it is thanks to early merchandise planning. Thus the new M.O.W. schedule is generally considered as fixed; the most important decision makers of this line feel that spring is the right time. Only in this way can it be ensured that the goods are in the shops in the sales-boosting “dark” months. “If an even earlier scheduling proves to be necessary, we, as the organisers of this fair, will offer optimal conditions”, says Bernd Schäfermeier, managing director of the East Westphalian fair. “Until then we will make every effort to establish this event in the new rhythm.” The managing director of the fair hopes to be able to announce the definite date of the next M.O.W. after discussions in the next weeks.
This successful orientation has been immediately rewarded: The first new exhibitors safeguarded their options for 2010 already during the course of the fair to obtain the required surfaces at the next M.O.W. Most of the regular exhibitors have decided positively regarding their participation next year.
Based on the method that had proven in the last years the 2009 offer was divided according to assortments and sales channels:
Messezentrum Bad Salzuflen – The M.O.W. competence centre for conventional furnishing for living rooms, bedrooms, dining rooms, and small items of furniture.
MESSEZENTRUM BAD SALZUFLEN is the home of conventional furnishings. On a surface of 70,000 sqm the exhibitors presented innovations, trends and concepts for the core of the furniture market. The offer included living room, dining room and bedroom furniture as well as entrance hall furniture and even small and individual pieces of furniture – of which many were presented for the first time in Germany and exclusively at the M.O.W.
Polsterforum Bad Salzuflen – The M.O.W. competence centre for international seating furniture in every segment and at every price level.
In 2009 again POLSTERFORUM BAD SALZUFLEN was extended by 5,000 sqm to an exhibition surface of 37,000 sqm. Seating furniture from self-service stores/discount shops as well as furniture for young people and even conventional products were on display.
Messepark Barntrup – The M.O.W. competence centre for flat pack furniture, furniture for young people, self-service and special assortments.
MESSEPARK BARNTRUP is the international platform for fast-moving product ranges. Here central exhibition focuses could be emphasized once more: First of all bathroom topics, but also the office. The solid wood focus was extended by several new exhibitors at the same time. New items also convinced in the lifestyle hall 7/8 Blackbox. Furthermore service providers for the furniture trade extended the large offer. An accompanying 3-day M.O.W. forum offered added value in the form of information with short reports and a salesman training session free of charge.
Informa Messezentrum, Bad Salzuflen-Holzhausen
INFORMA MESSEZENTRUM showed a high-quality offer from leading manufacturers for nearly every living room including cabinets, upholstered and seating furniture, dining room furniture, and tables and even solid wood furniture.
At the same time Cotta-Messezentrum in Schieder-Schwalenberg and Holtkamp-Messezentrum in Melle (Germany) opened their doors as associated in-house fairs.
„The concentration on the main locations of this year’s M.O.W. has proven to be right. The M.O.W. exhibitors enjoyed the buyers’ full attention. On the whole the length of stay in the centres increased” said Bernd Schäfermeier. Thanks to this the M.O.W. 2009 could again successfully hold its position as an intensive working fair of the German and European furniture sector and emphasized once again its importance in the international fair landscape.
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