After four well-attended show days in Bad Salzuflen, the organizers of the 20th ZOW have reported a positive outcome to the show. More than 12,500 trade visitors from 79 countries came to Germany’s East Westphalia-Lippe region February 10-13 to find out about the trends and new products for the coming season at the international suppliers’ show for the furniture and interior design industries. Right down the line, the level of technical expertise and decision-making authority was impressive, with the majority of the 485 exhibitors visibly satisfied with the level of demand registered and the order business conducted with prospective partners. “Despite the difficult overall conditions, we have managed to put on a successful ZOW for our exhibitors and visitors,” reflects Horst Rudolph, Managing Director of the show’s organizer, Clarion Events Germany, “Not only has the more compact size and shorter distances between venues resulted in greater show visit efficiency but – more than that – it has reinforced the profile of the event as a condensed platform for knowledge.”
The huge attraction of the show for visitors was generated by 485 furniture suppliers from 32 countries who put on an impressive display of the capabilities and innovative strength of the industry across an exhibition space of some 27,000 square meters. The strongest contingent, with 56 percent of exhibitors, was the domestic supply industry, while Italy, Turkey, Austria and Poland were among the biggest exhibitor nations.
Although a number of major fittings manufacturers decided not to take part this year and despite the reduction in exhibition space, the show posted a total of 50 new additions among exhibitors. At the other end of the spectrum, seven supply companies were present at ZOW for the 20th time, including Westag & Getalit, a manufacturer of wood and plastic products based locally in Rheda-Wiedenbrück. “Trade shows are our key marketing tool, since all our important trading partners are right there on the spot,” says Director Markus Sander.
It’s all about the networking
“B2B trade shows are and remain an important element in B2B communications,” says Rudolph, “After all, what lies at the heart of events such as ZOW are the specialist content and personal contacts that in future will experience a real boost and play an even more prominent role in communications.” In order to meet the industry’s immense need for information and communication, existing ZOW forums are gradually being expanded to become communications platforms that set the agenda and the trends. This year, the focus was on practical process solutions that help companies to strengthen their competitive position.
With its clear focus on openly sharing knowledge and experience along the entire production chain, ZOW provides exhibitors and visitors with high added value – and many exhibitors were so thrilled with this year’s event that they have already confirmed their attendance at the next supplier show. ZOW Bad Salzuflen will take place February 9-12, 2015, in Europe’s biggest furniture cluster, East Westphalia-Lippe.
