Enthusiastic response by international audience to new trend concept – Strong demand for new decors – Constant stream of visitors at the Schattdecor booth
Schattdecor AG of Thansau, Germany, hit the mark at February's ZOW trade fair in Bad Salzuflen with its new and occasionally unusual decors and its four new trend themes titled Modern Loft, Natural Lodge, Noble Salon and Vintage Café. The global market leader in decor paper and its Polish subsidiary Prismadecor displayed the exhibits at an elegant 160-square-metre booth characterised by a look of distinctive restraint.
Recalling the showing, Hartwig Dickten, Chief Sales Executive for the Schattdecor Group, reports, "Our booth was constantly crowded, and the number of visitors from Europe and the rest of the world and the quality of talks surpassed last year's figures. However", he points out, "it's a shame that the ZOW was showing signs of reaching its capacity limits, as particularly noticeable on the Tuesday".
The broad variety of decors displayed from Schattdecor's portfolio of new designs reflected the fact that a natural impression and attention to detail are continuing to play an important role in furniture decors, with striking woodgrains, heartwoods and unusual exotic species remaining a focus of attention.
Such decor highlights as Wisconsin Walnut, Sevilla Olive, Valais Plum, Lyon Walnut und Miracosa Pear were enquired about the most at the Schattdecor booth; Goiabao, an exotic Brazilian wood in a surprising colouration, was also much in demand.
The decors in detail:
Valais Plum
A highly distinctive decor that unites the trends towards fruit wood and heartwood, Valais Plum offers striking planking and unusual details, resulting in a lively overall effect with pronounced colouration and brilliant hues. Areas of sapwood offering dark, fine lines and attractive colouring are another feature of this lively new decor.
Miracosa Pear
A very authentic-looking pear woodgrain with many natural details. Chosen in a darker colouration and with a high gloss surface, this decor makes a rustic but distinguished impression.
Sevilla Olive
A very lively and natural-looking olive that achieves a contemporary, exotic effect thanks to warm, golden-brown hues not necessarily typical for the woodgrain. Sevilla Olive is particularly interesting when provided with a high-gloss finish.
Goiabao
This Brazilian woodgrain comes in an unaccustomed colouration that brings out interesting colour contrasts in a pale, chalky look.
At the 2006 ZOW, Schattdecor used Gomera, a contemporary concrete-inspired flooring decor with a matte surface and V-grooved edges, for the flooring at its booth to show off its furniture decors to best effect. Elegant-looking benches in trend decors proved to be a snazzy idea and a welcome opportunity to take a rest.
Among the exhibits, matching melamine film/vinyl foil decors, such as Moldau Acacia and Chamonix Oak, met with a positive response. As Dickten explains, Schattdecor's vinyl matching programme has precisely the decors and best-selling items that the market wants. In this connection he thanked the companies participating in Schattdecor's Vinyl Matching Alliance for their excellent collaboration and their prompt reactions to customer enquiries.
The global market leader for printed decor paper also showcased best-selling decors from its finish foil line to demonstrate its expertise in this area. As Roland Auer, who is responsible at the Schattdecor Group for this product field, noted, "Customers from Poland, France, England, Russia and the Scandinavian countries are particularly interested in pre-impregnated versions of our best-sellers".
Reiner Schulz, CEO of schattdecor AG, is pleased with the company’s performance in the 2005 financial year. "The Schattdecor Group again generated consolidated sales of over €400 million, a notable sum. This is a very good result, and one that we were not expecting in view of how the past year went".
Notes on the ZOW
Over the years, the ZOW has steadily attracted more and more visitors, but this year its popularity began to cast a shadow on its success. This mainly concerns the parking and transfer situation, which was still anything but satisfactory, and the amount of time it took to reach the exhibition centre – all aspects that led to complaints among customers and visitors alike.
It would seem that the ZOW in Bad Salzuflen is reaching its capacity limits, or in some respects has even overstepped them. Given this state of affairs, it might be advisable if the event were to recall the concepts of its early days.
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In the case of any questions, please contact:
Schattdecor AG
Corporate Communications
Michael Meister
Phone: +49 8031 - 275 189
Fax: +49 8031 - 275 2200
Email: m.meister@schattdecor.de
