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Summer Nordstil 2020: Finally trade fair again

Hübsch A/S

After the Corona lockdown, the industry was eager to meet again: to finally foster personal relationships again, to see, touch and order new products and to get lots of inspiration. Trade visitors and exhibitors were very satisfied with the Corona version of Nordstil. The consumer goods fair took place again in Hamburg, as the first Messe Frankfurt event in Germany – all under safe conditions.

Countless trade fairs were cancelled in the first half of the year. This made it all the more important for the industry to finally meet again on site and in person. Due to shorter lead times and the Corona pandemic, fewer exhibitors presented their products than in previous years. With 300 exhibitors (1) from Germany and Europe and around 5,000 trade visitors (2), Nordstil was one of the first trade fairs and thus an important ordering date since the beginning of the Corona pandemic. As expected, fewer but highly motivated buyers came to the fair due to the current situation. Those retailers who had deliberately decided to visit Nordstil placed very extensive orders.

“We are very pleased that the high quality of visitors at this first event after the lockdown was lifted shows above all the following: The industry needs and wants trade fairs on site. Our customers want to touch products, network and order at the trade fair and meet each other personally. Even under the conditions of the New Normal and a certainly not easy new start, we are very satisfied with the way the event went”, says Philipp Ferger, Group Show Director Consumer Goods Fairs Nordstil and Tendence.

Oliver Hagemann, communication referent at the trade association for living and office (Handelsverband Wohnen und Büro), also draws a positive conclusion: “From the point of view of the specialist trade, the post-lockdown premiere of Nordstil was a complete success in these difficult times. Thanks to the sophisticated hygiene concept, most of the North German retailers and some even retailers from North Rhine-Westphalia and Hesse were able to experience and order the latest trend and lifestyle products for the important Christmas business as well as for the coming spring and summer. The successful start gives retailers confidence to look optimistically to future order and network platforms.”

Exhibitor comments

The exhibitors at Nordstil were highly satisfied with the quality of retailers. They used the trade fair intensively to meet their existing customers again after the time-out and to establish contacts with new customers.

Detlef Klatt, founder and designer Klatt Objects

“We had a lot of contact with our customers before the trade fair, who communicated clearly with us: We need a trade fair, we want to see, touch and experience products in reality again. The communication in the run-up to the trade fair worked well so that customers contacted us beforehand. We are very satisfied with Nordstil and it is good that the trade fair has set an example. We got new customers who were quite surprised to find our products here and placed good orders right away.

Jens Ristedt, plant manager Posiwio

“Although we had fewer customers than in the past, those who came to our stand came specifically, looked and bought. The quality was very good. At Nordstil this year, customers had a smaller selection of exhibitors and this change in layout meant that we also gained new customers. We definitely wanted to be at the fair and thus return to normality a little”.

Anna Upleger, Managing Director of Agentur Anna Upleger

“Overall, we are very satisfied with the fair. This is a special time for all of us, which was not easy for most of us. But we are very positively surprised by the Nordstil. Of course, the usual frequency is missed, but considering what has happened in the last six months, we are very satisfied with the orders and especially with the quality of the customers who attended Nordstil. Therefore, we are very pleased that this fair has taken place”.

The majority of Summer Nordstil exhibitors consisted of companies in the home and decoration sector as well as lifestyle products from wellknown designers and manufacturers. The offer was rounded off by the latest trends in jewelry, fashion, gifts and stationery. The area of the Buddelhelden was a great attraction for the specialized trade: Visitors could taste fine wines and selected spirits in hall A4.

Trends of the Summer Nordstil 2020

The Corona-conditioned time out has made us humans aware of what we should refocus and reflect on. The more uncontrollable life becomes outside of one’s own four walls, the more important the personal place of retreat becomes and the way it is shaped, decorated and furnished. With bast, rattan and warm, earthy tones such as mustard yellow, we stay at home in the best summer mood even in autumn. Furthermore, a maximum of natural materials such as wood or stone is called for, as well as more natural light through many mirrors and large windows and an abundance of indoor plants. In addition, small things made of natural materials such as clay or basketware, stone coasters, textiles such as linen, wool or silk. Blue and green tones also play a special role. The home can be highlighted with furniture or home accessories in these shades. The special: The latest trend colours match many different living styles. And another plus: With these colours and some natural and maritime accessories, we bring the faraway home. People live and consume more consciously – not only since Corona. Especially for young labels, re- and upcycling and sustainable material innovations are the focus of their collections. In addition, the aesthetics of the eco-style, with a minimum of furniture, its lightness and naturalness, brings the metropolis’ inhabitants back to nature. This style never goes out of fashion and will become a real mainstream next year.

The next Winter Nordstil will take place from 16 to 18 January 2021 and the next Summer Nordstil from 24 to 26 July 2021.

(1) According to FKM, Nordstil Summer 2019 had 965 exhibitors.

(2) According to FKM, Nordstil Summer 2019 was attenden by 19,185 buyers.

Current issue: Nordstil Summer 2020

The official trade fair magazine with the newest products and information on the regional order days Hamburg. Other issues are released for the exhibitions Heimtextil, Christmasworld, Paperworld, Ambiente and Tendence.

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