By Andrea Lillo
FRANKFURT, Germany–Fireworks and Fourth of July fare such as hot dogs and corn on the cob kicked off the first evening of Decorate Life, Messe Frankfurt’s new trade show concept, as the show organizers recognized the American holiday earlier this month.
However, Americans themselves were a minority at the newly configured show, not unexpectedly, due to it being held over the holiday weekend and the weak dollar. Timing was another change for exhibitors overall as Decorate Life, which includes the trade show Tendence, took place the first weekend in July, rather than Tendence’s traditional August time slot.
As the Christmas season is starting earlier, more companies are selling internationally and the sourcing process is taking longer, the new timing makes sense, said Nicolette Naumann, vice president, consumer goods fairs, Messe Frankfurt. “The decision was clear” on moving the date of the show, she added.
However, Messe Frankfurt knew that holding Decorate Life over the July Fourth weekend would reduce the number of American visitors, but still conducted outreach to entice them to come. It invited a number of American retailers, interior designers and others that exhibitors said were their favorite clients, and, in addition, buyers were invited to take part in a sightseeing program. And then there was the fireworks celebration to boot.
During the show, Naumann told HFN that the buyers that did attend were of a higher quality. In addition, American exhibitors were also there, she pointed out, and for the international exposure, “not just for the German companies.”
U.S.-based Design Ideas, for example, liked the new timing, as it now has more time to ship to its customers for the holidays, said Martin Staiger, who heads the European operation. 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.
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 give people more time to plan for autumn, he said. “They have the time to react for the fourth quarter.”
Carsten Seibel, Concepts, an independent agent who represents Chilewich, agreed. “It’s too late in August for orders to get in—now we have five to six weeks more time.” Chilewich used the show to present a new fabric—Tuxedo, in black and brown, which included bands of warp yarns within its regular weave.
Alessi returned to the show after skipping last year’s Tendence, and Barbara Rizzato, managing director, Alessi Deutschland GmbH, was “quite surprised” at the amount of traffic it saw at the show, she said. Summer can be a problem as Germans are on vacation, but “we are quite happy” with the response. “Everyone made a big effort to invite retailers to come,” she said, and for Alessi that included giving retailers 150 euros credit if they bought a certain amount of items.
Now considered the first show of the year’s second half, Decorate Life includes—besides Tendence—Collectione, Outdoor Living and Young Living, as well as the Design Annual. Next year, Decorate Life is scheduled for July 3 to 7.