Movelsul Brasil reiterated this week its relevance for the national furniture industry with the success of its 21st show, held from March 12 to 15, at Parque de Evenots in Bento Gonçalves. Even with a reduction of one day compared to previous fairs, the largest furniture fair in Latin America for shopkeepers and importers ended with 30,284 professional visitors from 33 countries.

The 246 participating exhibitors expect a good performance this year based on the business generated at the fair, which should exceed the R$ 300 million initially forecasted  by Sindmóveis Bento Gonçalves, the organizer of Movelsul Brasil.  The management of the fair is left with the sense of accomplishment for organizing another successful show, which this year focused the theme of tourism combined with business to attract visitors to the heart of Serra Gaúcha.

In all his pronouncements before and during the fair, the president of Movelsul Brasil, Edson Pelicioli, pointed out the relevance of the work carried out by Sindmóveis in the promotion of the national furniture industry. Movelsul Brasil was set up 40 years ago to enhance the local furniture industry. However, along its history, it ended up strengthening the national furniture industry and taking the name of Bento Gonçalves throughout Brazil and the world. "Sindmóveis knows the needs of the sector and was aware that at this moment it was necessary a strong impulse for the resumption of the economy. For several months  alternatives were sought, trying to reinvent, trying to attract exhibitors and shopkeepers. The outcome shows that we were successful", says the president.

Internationalization of the fair

The international character of the fair was attested by the visit of shopkeepers and distributors from 32 countries other than Brazil: South Africa, Germany, Argentina, Bolivia, Cameroon, Chile, China, Colombia, Costa Rica, Curacao, Ecuador, Scotland, Spain, the United States, France, Ghana, Guatemala, Ireland, Italy, Mexico, Mozambique, Nicaragua, Panama, Paraguay, Peru, Portugal, Puerto Rico, Kenya, Dominican Republic, Trinidad and Tobago, United Kingdom and Uruguay.

The Buyer’s Project held business meetings between Brazilian companies and designers with potential buyers of the Brazilian furniture. With a record number for the project that has been held since 2000, a total of 70 importers were invited to negotiate with 145 companies. These meetings are expected to generate US$ 60 million in exports.

This shows the long-term vision of Sindmóveis Bento Gonçalves and Movelsul Brasil for exports, considering that being aware of the requirements and peculiarities of the international market makes companies even more competitive in the domestic market, promoting the development of the furniture industry as a whole. "We have a scenario for the resumption of the Brazilian industry’s competitiveness in the international market with opportunities for all segments, from RTA furniture to innovative design. Many are the cases when the buyer is seeking varied lines for their portfolio," says Sindmóveis consultant to the international market, Ana Cristina Schneider.

Innovation and knowledge in concurrent initiatives

Movelsul Brasil 2018 had four concurrent projects that brought design, knowledge and innovation to the fair, further boosting business. In addition to the Buyer’s Project business meetings focused on exports, the fair encouraged exhibitors to develop new products for Brazilian shopkeepers, challenging companies to create new items signed by designers for the Retail Project. A total of 19 exhibitors took part by developing 50 new products for the country's main retail and e-commerce networks.

The Salão Design Award, celebrating its 30 anniversary, announced during Movelsul Brasil the classification of the winners in the Student, Professional and Industry classes. Three super-awards were also given to the best products of this competition: the first super-award went to Luminária Costureira, designed by André Ferri (Belo Horizonte); the second super award went to Biblioteca Latorna, designed by Enbruto studio (Cordoba); and the third super award was given to Zina line, designed by the Zanini studio (Rio de Janeiro). Sponsored by  Berneck and Interprint, the award will feature a second product show this year. It will be held in August at the High Design Home & Office Expo in São Paulo during the DW! São Paulo Design Weekend.

Finally, the lectures given during the first Movelsul Brasil Forum brought together shopkeepers, exhibitors and sales representatives to reflect on the theme of the new retail models and how the all-line consumption will impact the furniture industry. The approach used by the fair is in line with the worldwide discussions on the relationship with consumers. The main theme of the last NRF Annual Convention, called Retail’s Big Show, held in New York, was retail all line. In addition to breaking all barriers between physical and electronic purchasing platforms, the all line concept prioritizes consumer’s engagement, attendance and journey to the product.

Sponsored by Sayerlack and Banrisul, Movelsul Brasil has been held since 1977 by the Furniture Industry of Bento Gonçalves (Sindmóveis). The next show will take place in 2020.