FRANKFURT, Germany–Decorate Life, Messe Frankfurt’s new trade show concept that opened this past Friday, had mixed reviews over the weekend, which were not unexpected by the show’s organizer, Messe Frankfurt, as everyone adjusts to the changes.
Now enveloping the trade show Tendence—which usually took place in August—along with several other trade shows, Decorate Life also started earlier than when Tendence was traditionally held, in July.
The exhibitors that export internationally welcome the changes as there is now more time to ship for the fourth quarter, said Nicolette Naumann, vice president, consumer goods fairs, Messe Frankfurt, while ones that sell mainly to German buyers have not been as happy.
As the Christmas season is starting earlier and more companies are selling internationally, the new timing makes sense, Naumann said.
And while American buyers are attending the show, the total number is expected to have decreased from last year, Naumann added, with final numbers tallied after the show. Given the show’s placement during the July Fourth holiday and the weak dollar, however, that was also not a surprise, she said, adding that the buyers that did attend are of a higher quality. In addition, American exhibitors are also here, and for the international exposure, “not just for the German” companies.
Danish company Ego felt that attendance was down from last year, said Michael Bruun, director. However, he added that “the quality of visitors is better, they’re more professional.” The new dates also gives people more time to plan for autumn, he added.
Tendence had been held in August for so long “maybe customers just have to get used to the timing,” said Martin Staiger, who heads the European operation for U.S.-based Design Ideas. For him, the company now has more time to ship to its customers for the holidays. In addition, the show provides a bridge during the year between Ambiente shows in February. “Without Tendence I can’t show the holiday collection, as it’s not ready by Ambiente,” he said.