Furniture…from the opposite side of the table
29th February 2016
View from Amy Gallacher, Public Relations Assistant at Eden…..
I recently received a crash course in the niche world of furniture and interiors PR at the country’s biggest trade event. From massaging chairs to Moroccan rugs, the January Furniture Show comprised of 5 vast halls of furniture wonderment for stockists and trades people to get their teeth into.
Standing in awe at the intricately styled stands full of beautifully crafted furniture that I could never afford, it dawned on me that furniture brands are big business and in tough competition. How would stockists choose from so many lovely, but similar products?
Even for a furniture novice, the notable appearance of new and emerging interior trends was exciting at the NEC event. The inescapable presence of grey was the front runner for me, with a gorgeous light ‘rain-cloud’ shade taking centre stage on many stands. From painted bedroom furniture paired with cream knitted throws, to comfy sofas with faux fur cushions – the stylish shade showed versatility for any type of interior.
Love it or hate it – crushed velvet featured heavily in the show, giving a nod to the 70’s along with colourful geometric statement pieces for the more daring stockists. Reclaimed wood was also common theme, which I saw make beautiful coat stands, tables and even bed posts – tapping into the ever popular ‘shabby chic’ look.
The Furniture Show’s alluring sea of dressers, dining tables and drinks cabinets proved to me the importance of getting your brand’s voice heard above the competition in the furniture world. Interior trends of each season are easily replicated, however the personality of certain brands is what drew me to products throughout the day.
I came to realise whether it’s hand painting in the Cotswolds or hand weaving in the Himalayas, a charming back story to give your brand character will undoubtedly help to achieve that all important coverage.