Möbelmässan, the Gothenburg Furniture Fair, not only presents new furniture, but also innovative solutions for interior design – including office environments.
– A visit here can spark inspiration, says Jonas Stenberg, IKEA business specialist for companies, which is sending a delegation to the fair.
This year, Möbelmässan Gothenburg will take place over three days, 16-18 September at the Swedish Exhibition & Congress Centre. Jonas Stenberg visited the fair last year and got a positive impression:
– Absolutely! There was a lot to look at, from all over the Nordic region. Much of it at the forefront of product development, he says.
– The fair, and all the marketing and media coverage surrounding it, plays a major role in generating interest in furniture and interior design. This ultimately benefits the industry as a whole.
Found a smart solution
IKEA itself, as a matter of principle, does not exhibit at furniture and interior design fairs.
– Möbelmässan is mainly for selling to other companies, to retailers. And we make almost everything ourselves. So we have no interest in buying tables or three-seater sofas, Jonas explains.
But he still has important reasons to visit Möbelmässan Gothenburg:
– What we do there, above all, is competitive analysis, he says.
– We are always interested in innovative solutions for business environments. Ideas that we can perhaps develop further ourselves. There are many things at the fair that are at the cutting edge: last year, for example, I discovered smart storage systems.
New office furniture range
In April this year, IKEA launched a range of office furniture, called Mittzon, directly adapted to the needs of businesses.
– This is an important milestone for us. I came to IKEA nine years ago to start up the business unit in Bäckebol outside Gothenburg. Since then, we’ve had a fantastic journey and increased our turnover sevenfold.
– Today we also have interior designers who work directly with companies. This can be offices, but also cafés, restaurants, hairdressing salons, etc.
He still feels that many people are unfamiliar with this part of IKEA.
– When I’m out networking, I often get the reaction: “Oh really, you sell office furniture?” When I explain that we have lots of products and interior design services for businesses, they are surprised.
Delegation to visit the fair
This year, Jonas plans to bring a number of interior designers, i.e. a delegation from IKEA, to Möbelmässan Gothenburg.
– We simply come to find new trends, new solutions, new ideas. Although IKEA develops and produces most of its own products, it sometimes makes agreements with suppliers of unique or patented products.
– If we find something like that at a trade fair with the “wow factor”, it’s not at all impossible, Jonas says.
He is convinced that there is room for all players, from all different segments, in the furniture and interior design market. And he doesn’t think any exhibitor should be anxious about the IKEA delegation’s visit.
– No, there’s no cause for worry. If you really have trade secrets at a B2B fair that you don’t want IKEA to see, then you’re probably better off not exhibiting at all…
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