Another round of the foreign exhibition tour of export-oriented enterprises from Russia took place in Cologne.
Russian presence at the interzum 2017 was more than ever noticeable: such domestic enterprises as Slotex, BOYARD, Cherepovets Plywood and Furniture Mill (CPFM), Stellini.Ru and T.Rest presented their products at the legendary exhibition of materials and components for the furniture industry. In keeping with the interzum concept, the stands were allocated into different exhibition halls in accordance with the exhibitor's production line.
The Slotex stand met visitors at the entrance to the hall 10.2. The St. Petersburg company spared neither efforts nor resources to build a spectacular stand: the company's presentation looked undoubtedly off the chart - according to European and world standards. The competition for the design of the Slotex stand was held among four contract organizations - from Germany, Poland, Czech Republic. The choice was made in favour of the Czech design bureau.
“We prepared for the exhibition with all seriousness,” confirms the Slotex Director General’s personal assistant Maria Sedykh. “Starting from March, we met twice a week for a corporate training for an hour and a half: the leaders of the various business directions elaborated on their products, shared useful techniques – how to understand what kind of the customer has come, how to build a dialogue with him and so on. As a result, each of the employees assigned to interzum was ready to answer any question about any product from our portfolio. Such skills in our work are invaluable.”
As they say in Slotex, the formidable goal for participation in the exhibition was to declare to the market: “Look, we can!”, to form associations in a foreign audience and increase brand awareness. It is worth noting that especially for the exhibition the English version of the Slotex official website was set as the main one. And of course, participation in interzum added Slotex points to reputation on the domestic Russian market.
BOYARD exposition in the eighth pavilion, where the hardware sector players were represented, stood out stylistically. The stand was designed in the spirit of constructivism – one of the Russian avant-garde movements. “Visitors examined the presented models with great interest and were surprised how seamlessly the ideas of constructivism were realized in furniture fittings,” said the representatives of BOYARD. “The philosophy of comfortable life, the idea of ergonomic space, purity of color and form – all this was embodied in all our product groups, from thought out to the last detail pull-out systems to fancy furniture handles made of organic materials.”
“The main goal of our participation in interzum 2017 was to present the brand and our products to the European audience, to take BOYARD to the international level, so it could stand in one row with the world manufacturers of furniture fittings,” explains Elena Vinogradova, marketing director of BOYARD. “We presented the hardware that was inspired by the art of the Russian avant-garde, the one that breaks the mold. And the result surpassed our wildest expectations. We held many productive meetings with European partners, Russian colleagues and furniture manufacturers from all over the world. We are happy that we managed to present Russian traditions and culture through our products, and we are thankful to everyone who visited our stand.”
At interzum, in the exposition of its Austrian partner, Hodry, T.Rest company showed the unique transformation mechanisms that it promotes in Russia and abroad under its own trademark MEIS.
The Russian subsidiary of the Italian Stellini Textile Group demonstrated the possibilities of its production site in the Ivanovo region. Since recently, there are not only mattress jacquards in the main product portfolio of Stellini.Ru, but also a wide range of textile for the upholstered furniture production. The textile is produced at the Russian Stellini facilities.
Although the CPFM’s stand was not very big, it still attracted the attention of the audience. On display, there were the samples of the products: plywood, chipboard, laminated chipboard, lumber.
“All of our plant’s products, presented at the exhibition, aroused much interest among the visitors,” says Valery Perkhin, the head of sales department at the CPFM. “As the result of our work in Cologne, we have established over 400 business contacts with 147 companies from more than 50 countries.”