Salone del Mobile, why global companies come to Milan

Eigenbrod is very satisfied with the progress of the show. «We have closed several contracts and opened new channels on international markets». If she really has to say something that doesn’t work, the German manager underlines «that the organization of the stand before the Show might be less complicated. And hotel prices have skyrocketed.”

The relationship with designers is one of the main reasons why THG Paris, a leading French tap company, participates in the Show. «In Milan», says Eric Boulin, responsible for THG’s foreign markets, «you can easily meet all the designers from the world, even in an informal way. Here we launch the new collections and we are sure that everyone will see them.” Regarding sales, THG’s strategy is very well defined: «The global market is in Milan, the regional markets are in London, Dubai, Frankfurt and New York».

Four thousand visits in three days is the provisional balance of Vondom, a Spanish company specializing in the outdoors. «We are closing many contracts. In Milan”, says Dahiana Murillo, manager of the marketing area, “we have the possibility of having a large stand that enhances our offer. We are unable to bring all the products to the Valencia and Paris fairs.” Positioning is also decisive. «This year», says Murillo, «the location in one of the design pavilions brought us many high-end customers and buyers».

The Japanese Karimoku: between Salone and Fuori Salone, a range of opportunities

The Japanese Karimoku group, two thousand employees and 140 million in turnover, has chosen a differentiated strategy for its four brands for the Salone del Mobile. «The products of Karimoku Case», says Shingo Matsuura, overseas sales manager of the group, «we exhibit them here at the Fair. Karimoku, Mas and Hybridisation, the project with Zaha Hadid, are in via Tortona. It’s an opportunity for differentiation that only Milan gives you.” Karimoku Case, Japanese furniture contaminated with Western style thanks to collaborations with star designers, has grown year following year at the Salone. «We arrived at the Fair 15 years ago», says Matsuura, «and we missed the appointment only due to the pandemic. Here we made ourselves known and here we found distributors and customers. The city’s services and the Fuori Salone have also grown.”

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