Turnover generated in ForMóbile indicates rebound in the furniture sector

Main fair of the furniture industry from Latin America gathered 650 exhibiting brands from more than 30 countries, 58 thousand visitors and many releases in hardware, accessories, machinery and raw materials; hybrid furniture, cult of nature and
rusticity appear as highlights of the segment.

With a highly qualified and optimistic audience with the expectation of the rebound of the sector in the coming months, the 7th Edition of ForMóbile – 7th International Fair of Suppliers of the Wood and Furniture Industry, gathered in the Pavilion of Anhembi in São Paulo, 650 exhibiting brands from more than 30 countries, 58 thousand visitors and many releases in hardware, accessories, machinery and raw materials. The turnover generated during the four-day fair reveals that the furniture market not only lives a recovery phase, but also of increases in sales.

A good part of this rebound was driven by hybrid furniture, also known as multifunction furniture. “With the increase in demand for compact apartments, practicality and convenience have become must haves in the design of the furniture. In order to be able to take advantage of all the possible area, furniture factories need resources, conceptual inspiration and appropriate hardware. This was one of the mottoes of this ForMóbile edition. Both the brands as well as ourselves, from the Organization, seek to provide the maximum of information, lectures, news and products with focus on this demand”, said Liliane Bortoluci, Director of the fair.

Add aesthetic value to the furniture was also among the most recurrent themes in the event. The Acrylic Day, in partnership with the National Institute for the Development of Acrylic, the Design Fórum Móveis, organized by Siq Marketing, with counted with more than 16 lectures and debates, the Mostra de Tecidos DECORHABIT and some presentations such as the one from designer Marcelo Rosenbaum, pointed out the paths and trends for the differentiation of furniture, from the creation of the piece until the finish, colors, textures and materials applied. Cult of nature and the rustic look of wood and linen were the big bets in the sector.

For small business owners, the fair also devoted a full day to professional qualification, with the support of Sebrae-SP and the Social Network Marcenaria Sustentável (Sustainable Joinery). Visitors could also participate in the ForMar - Resale and Joinery Fair, which happened simultaneously with ForMóbile.

It was also during the fair that the promoter Informa Exhibitions announced that the event will have a new venue in 2018. The next edition of ForMóbile happens in São Paulo Expo, largest and most modern exhibition center in Brazil. Another new feature is the new brand, which is innovating to convey the concept of balance.

Exhibitor satisfaction

Thermometer of economy and investment levels indicator for other markets, the furniture sector was widely represented in ForMóbile, considered the leading business event for the furniture industry of Latin America. Check out below some
testimonials from exhibitors who participated in the 7th Edition:

Latin America Clients

“The fair was sensational, surpassed our expectations. Because it is located in São Paulo, it facilitated the visit of many customers from Brazil and from abroad, mainly from Latin America.” Andrea Correa, Supervisor of Marketing and Products from Berneck

Fair attracts decorators and architects

“We believe that the Arauco booth at ForMóbile was a success, attracting the general public and also many architects and decorators, which surprised us. This fair is essential to reinforce the brand image and strengthen the relationship for future business. We launched five patterns, with a lot of originality, offering a unique experience for the visitor.” João Casemiro, Marketing Manager for Arauco

Qualified public

“The audience that attended the fair is well qualified and interested, we could be closer to our customers and we learned from them as well. Attending the fair was very positive for our brands."Bruna Pinheiro, Trade Marketing Analyst from BoschSurvey with visitors “The quality of visitors has increased and it is very important to us. The number of people visiting also increased and we take this opportunity to do a search with hashtag with visitors to identify the lines with greater acceptance.”Laís Vidal, Marketing Analyst for Duratex

Visitors interested in new solutions“

The number of visitors at our booth has increased despite the crisis. The audience was well selected, with interest in new solutions, technologies and most affordable prices. The fair was very positive for us and for the customers.” Tatiana Burgo, Marketing Coordinator for FGTN Brazil

More conceptual and inviting booths

“We're already in ForMóbile for seven editions, that way we could keep track of our development, the industry’s development and ForMóbile’s as well. This year, the booths were more conceptual and inviting. We decided to leave our space open to attract the public. We have introduced 8 new patterns, 5 plain and 3 wooden and it was a success.” Eunice Monteiro, Marketing Manager for Formicac

New business

“We are very pleased with the fair and with the organization. We have received a large number of customers and closed new business.” Luiz Morales, Business Manager for Frisokar

Sales volume shows a more confident sector

“The number of visitors was much larger than expected. We feel that the industry is more optimistic and confident and that reflected in business because we closed many deals, especially of small and medium-sized machines.” Antonio Valentin Verzenhassi, General Manager for Giben

Environment to strengthen relationship and broaden customer portfolio

“The fair was positive, with well qualified audience. We were able to take advantage of the 330 m² space to present 20 releases, innovation, solution, technology and new trends in furniture market. We were visited by partners and made new contacts, strengthening the relationship with the client.” Victor Hassan, Marketing Analyst for Häfele

Visitation and sales indicate that the sector has entered the rebound stage

“We had the booth full every day, with a high number of joiners and industrial clients. Whoever visited the fair came with the intention of closing deals, which indicates that the industry has already entered the rebound stage. We have achieved our goals of sales, visitation and new clients.” Marlise Rabuske, Marketing Executive

Opportunity to show releases

“The fair was good to spread the news on our releases. We have assisted many clients, mainly from abroad.” Claudia Goncalves, Commercial Manager for J. Serrano

Positive feedback

“ForMóbile was very positive for us; our open booth invited the public to get to know our brand. All the feedbacks we received were very positive, especially in relation to the three panels launched in partnership with Marcelo Rosenbaum, who already are a success!” Graziela Gomes, Coordinator of Trade for Masisa

Visitors seeking information

“The fair was good both to strengthen relationship, as well as to expand our client portfolio. We had the possibility to show our portfolio and explain the use of each product – and this is very important for the joiner. This type of visitor seeks information, application details and we were well prepared to meet that demand.” Rui Paulo Pereira Júnior, Marketing Manager for Almata

Rebound of clients

“We feel that the audience that attended the fair was more directed to our area of operation, which generated a good rebound. In terms of business expectation, it was very positive for us; clients closed deals and requested quotes.” Felipe Maciel, Commercial Director of Marketing for Promob

1,400 registered visitors in a single day

“The visitation exceeded our goal, in one day, for instance, we had 1,400 registered visitors. The audience is more qualified and there are less curious visits. Our main point was the line of alternative surfaces to glass, stone and lacquer.” Rafael Navarro, Communications Manager for Rehau

High number of clients visiting from other States

“ForMóbile 2016 exceeded our expectation. There was a lot of turnover of customers at our booth. On the first day, we saw a lot of our regular clients, but on the second and on the third, these were the busiest days, with many prospects and customers from other States as well.” Aline Moraes, Marketing Analyst for Rhodes

Crowded booth and closed deals

“ForMóbile surpassed all our projections and expectations. We had a profitable Fair, with visitation of quality and many closed deals. Our booth remained crowded every day, and this is a very important factor considering the economic and political moment that we are going through now. We have bet everything on this event.” Marcos Antonio Miller, Executive Director for SCM TECMATIC

Despite the crisis, visitation goes above expectations“We were surprised with the number of people visiting, because despite the crisis, the number of visitors was above expectation. People are interested in information about products, trends, applications and we were pleased with that.” Sthevan Scaliante, Marketing Manager for Sudati

About Informa Exhibitions 

Informa Exhibitions believes that events are platforms of knowledge and relationship, which help boost the Brazilian economy. The company is a subsidiary of the Informa Group, the largest organizer of events, conferences and training in the world, with open capital and traded on the London Stock Exchange. Among the events held by Informa Exhibitions in Brazil are: Agrishow, Fispal technology, Fispal Food Service, ForMóbile, FutureCom, ABF Franchising Expo, SerigrafiaSign and Feimec, on a total of 24 sectoral fairs.

Informa Exhibitions has offices in São Paulo (Main Office) and Curitiba, with approximately 200 professionals.  Over the last four years, the company invested about BRL 400,000,000 in Brazil in acquisitions of events and brands, which took the strategic decision to change the name of the company in Brazil from BTS Informa to Informa Exhibitions. For more information, visit the site:  www.informaexhibitions.com.br.