Finally returns after years of stand by, the 16th April, on the occasion of the 62nd International furniture exhibition at Fiera Milano, Eurokitchen, the most glamorous of the biennial events, the most anticipated and as such the one that usually causes visitor numbers to soar. And it will probably be the one destined to make a lot, a lot of noise. The post-Covid edition, that of 2022, still bore the residual signs of the difficulties of a difficult and slow recovery. On the contrary, the last pre-Covid edition, that of 2018, had recorded extraordinary results. The major renewal of the Salone formula, started last year, will also bring structural and content changes to Eurocucina; while, as regards the economic data of the sector, it will reserve many surprises because made in Italy kitchen furniture has recorded less negative trends than those of the entire wood supply chain and even better than the world of furniture, with a export which maintains a favorable trend.
Eurocucina 2024, here's what Edi Snaidero says
FIRST online was able to talk about it in full and in preview with Edi Snaidero, recently re-elected President of the European Furniture Industry Confederation (Efic), representative of the kitchen sector within FederlegnoArredo and member of the board of directors of FederlegnoArredo Eventi, which organizes the Salone del Mobile. He is also president of the board of directors of Snaidero Rino Spa.
The first question inevitably concerns the sentiment of operators: how is this first part of 2024 going and how much is the heavy impasse of the sea straits affecting the export and import of kitchen furniture?
“The information that is reaching me regarding the forecasts on sales of Made in Italy kitchen products is not negative; the first half of the year will still suffer a minus sign, around 5-6 percent resulting from the tail end of the negative closure of the turnover of 2023 which in any case had a limited contraction, equal to -2%, determined by the decline in production for Italy (- 3%) while exports remained stable. In the second half of the year we will see a recovery in demand. It should also be underlined that the sector has nevertheless seen clearly positive increases for two years after Covid".
The blockade of container ships does not only affect the Strait of Suez but also the entire route that starts from the Gulf of Malacca, from the Strait of Ormuz, then from the Red Sea, touching many countries that traditionally import Italian furniture. What is causing this huge blockage?
“A fundamental premise, delocalisation does not concern our sector except for some components. Most of the supply chain leaders is European and one of the advantages of our sector is the difficulty of long logistics to respond quickly as requested by customers on services, assistance... . Delocalization is therefore marginal and the problem of the blockade of the straits mainly concerns exports but with limited impacts because the markets where we traditionally sell our kitchens are first of all the French one, followed by the American one and the English one. The blockade of the Strait of Suez and transit from the Red Sea affected a small part of the exports of the entire wood-furniture supply chain for a value of 2,5 billion euros and imports of 1,9 billion. As for kitchen furniture, exports to Asia are still limited even if our next big market will be China."
Where, however, despite there being a growing demand for Italian products, sales of Italian kitchens are still low. Can continuing real estate bubbles slow them down?
“The population of the cities, growing dramatically, has created a gigantic demand for houses and it is on this that the government has intervened. These are blocks driven from above and China is, according to forecasts, a market destined to become very important for the Made in Italy of our furniture".
According to reservations, it seems that buyers from Asia and China in particular are returning en masse; What will they find in the new layout of the Show?
“Eurocucina is the first real event in the sector at global level after Covid, the first that will see operators from the Far East return again, almost absent from the 2022 edition. From our information it seems that operators are preparing for a great return. Operators will find a layout no longer based on traditional corridors but on two large rings, on the successful Euroluce model, which will also make it possible to highlight small furniture makers who often lost visibility, in the traditional route, when faced with the enormous spaces of large companies . Another change will make this edition of Eurocucina completely different: namely the decision to bring together the manufacturers of built-in appliances and furniture makers, previously in separate pavilions. The kitchen is in fact the synthesis between appliances and furniture. Furthermore, built-in manufacturers and furniture makers have in common the need to find solutions and innovations for energy saving and sustainability”.
Having moved the big names in furniture, those with world-famous brands, from the first pavilions to make room for Eurocucina and the Salone del Bagno has created discontent and some defections...
“Some big names won't be present, but Eurocucina has become the first and only world-class event and this is also confirmed by the data on the internationality of its visitors: two thirds come from abroad. And this was the result of an activity aimed at listening to the needs and requests of buyers, architects and operators all over the world".
If Eurocucina beat all the other fairs, including the German ones, how does the Italian kitchen furniture sector fit into the global range? Have we overtaken the Germans who, among other things, are returning as exhibitors at Eurocucina?
"No, German manufacturers have steadily built an image of great reliability throughout the world so much so that they are still in first place as exporters. But the gap for Made in Italy no longer exists. We are equal, even for the services that are essential to create a kitchen. Thanks to innovation, creativity and design”.
When you talk about sustainability, energy saving, what does it mean in detail in the kitchen? Among other things, the majaps sector is affected by a long fall in consumption and by competition from imports from countries with low labor costs. What can be done to stimulate sales?
“Saving energy is an essential goal since the kitchen is the room in the house that records the largest share of consumption. Applia Italia is working well to promote the replacement of the millions of household appliances that are more than ten years old and have very high consumption. But enough with so many excessive incentives, they cause damage because after the wave of purchases, demand freezes. We need to create the right motivations to promote the replacement of old appliances, which would lead to a reduction in consumption of 80 percent."
Home sales are declining due to rising loan rates. Aren't you afraid that it's precisely the purchases of new kitchens that will pay the most?
"No. The great focus on cooking, on food, on the pleasure of living in an environment with designer furniture and appliances and taking care of the quality and variety of food, is still there. And in fact the increase in interest rates did not cause serious setbacks as was feared".
Throughout the world, the desire to have smart, connected appliances and devices is growing, and purchases of are also growing kitchens connected with hi-tech innovation. Will we see any proposals at Eurocucina?
“There will be something innovative. I can't anticipate anything but the focus of companies in our sector will be in the future just this; what we will see at the Fair will above all aim to reduce consumption and eco-sustainability”.
