SHOW REVIEW | Hausmesse
OPEN FOR BUSINESS
Hausmesse:
While other shows closed under the threat from coronavirus, Hausmesse in Germany went ahead as a hybrid event with the Küchenmeile open to visitors in person and online
espite the majority of exhibitions being put on hold this year, the German kitchen brands on the Küchenmeile A30 were determined to open their showrooms as usual with their annual Hausmesse from September 18-24. With safety at heart, the brands opened their doors to invited guests and retailers to have a look at next year’s collections.
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Some brands did prefer to keep their presentations purely online, and others held hybrid events with physical tours in Germany and digital walkarounds for those unable to come in person. Both variations have been well received by both manufacturers and retailers and the event was still able to be hosted despite the challenging circumstances. Many manufacturers produced their own 360-degree virtual showroom tours so everyone – regardless of location – could view all of the different displays. Taking walks around showrooms online may take a little getting used to, but, according to feedback from retailers, it allows them more time to take in the displays. Physical attendance of the show was limited to help with social distancing, but that gave a more relaxed feel. Video presentations were also a common feature to better explain the technical features of new products. It was encouraging how many brands embraced technology and were able to put together an exciting and engaging show – even for those watching virtually.
The “Kitchen Mile” title is rather misleading as the open-house event stretches from Rational HQ in the Lower Saxony region to the Pronorm factory over 40 miles away, close to the town of Vlotho. In total, nearly 30 kitchen manufacturers are located in this one area.
More than half of the brands opened up their showrooms and over the next three pages we bring you an overview of some of the latest trends, innovations and products that are now available for the UK market.
28 T ‘We are opening
his year’s Kitchen Mile trade exhibition in Germany went ahead as usual in late
September, but it will come as no surprise to read that it was a rather different affair from normal. It is the world’s largest inhouse kitchen trade exhibition for industry and business professionals. Founded over 20 years ago, it’s a vibrant industry partnership comprising around 30 German kitchen exhibitors who joined the Küchenmeile marketing association. It’s not just furniture companies like ourselves, but also includes suppliers of appliances, components and accessories. Each of us has showrooms located
our ‘house’ to you’ Richard Turner, Pronorm’s national sales manager for UK and Ireland, shares his views on Hausmesse 2020
at our production sites in Germany’s kitchen industry hub along the A30 road. Remember when the M62 used to be dubbed the ‘Kitchen Corridor’? Collectively, all our companies represent two-thirds of the total turnover of the German kitchen furni- ture industry and each September, we open our doors to invite industry and retail partners from all over the world. The aim of the event is to enable visitors not only to see new products and latest design trends, but also to have constructive dialogue about business with the management, sales and offi ce staff from the participants. This is why we call it Hausmesse – we are opening our ‘house’ to you.
· November 2020
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