The M.O.W. 2024, held from September 22 to 26, has come to a successful end after five busy exhibition days. Despite challenging market conditions, the atmosphere across the 17 exhibition halls was upbeat.
Contrary to expectations, exhibitors showcased their products and received direct orders. The quality of the product offerings, the caliber of the exhibitors, and the professionalism of the visitors all contributed to a successful anniversary event. The international presence of trade visitors was also significantly increased, further solidifying M.O.W.'s status in its 40th year.
Exhibitors at M.O.W. made it as easy as possible for retailers to sell during these times. They expanded their strengths, offered a broader range of products from a single source, optimised processes, improved bestsellers, and introduced numerous new and innovative models and collections designed to stimulate consumer interest. Overall, there was an overwhelming array of offerings across all product categories, service levels, and price ranges, from entry-level to mid-range.
Celebrating its 40th anniversary, M.O.W. emphasised its ongoing relevance as a central meeting point for the industry, demonstrating why it has kept the furniture world in motion for four decades. Despite current challenges, both organisers and exhibitors approached the event with optimism, affirming that the home remains a safe space, with furniture being an indispensable part of it.
Stylistically, clear lines and rounded shapes dominated in sofas and cabinets. The colour palette ranged from cashmere and white to shades of gray—including darker tones—as well as earth tones and greens, with some bold blues in upholstered furniture. Oak remained strong but presented in more subdued decors, avoiding noticeable knots or branches. Notably, exhibitors showcased beautifully coordinated presentations that served as templates for marketing (photography and point-of-sale displays).
AI is making daily work easier—encompassing everything from product development and furniture design to catalogues, online marketing, and space planning. This potential is recognized and being utilised effectively.
M.O.W. 2024 featured extraordinary presentations, perfect setups, and new collaborations. The industry put in considerable effort, introducing new modular furniture in the upholstery, cabinet, and kitchen sectors with a manageable number of types and options but many combinations, catering to all price points—from flat-pack to assembled. The motto was 'Keep it simple' for production, distribution, logistics, and storage.
This year, 535 exhibitors from 40 countries presented their latest collections, innovations, and trends, including 14 companies that have been exhibiting since the fair's inception. Long-established and new exhibitors contributed to the M.O.W.'s overall offering in an excellent interplay. Whether conventional living, ready-to-go solutions, young living, self-service furniture, or online retail, M.O.W. 2024 provided an exceptionally broad and attractive range of offerings across all product categories and distribution channels.
Approximately 40% of exhibitors came from Germany, with 60% from abroad. The top 10 countries represented were Germany, Poland, Denmark, the Netherlands, Bosnia-Herzegovina, Turkey, Italy, Lithuania, France, and Sweden. This international diversity, the high quality of exhibitors, the reliable consistency of core exhibitors, and fresh input from newcomers reflected the industry's dynamism and spirit of innovation.
Just as 40 years ago, M.O.W. 2024 focused on three essential factors: the product, the people, and the business. In addition to showcasing and ordering, communication, networking, and initiating business relationships were again paramount, underscoring the fair's essential role. M.O.W. is the relevant marketplace for the volume market and a gathering point for the industry. A significant proportion of exhibitors showcase exclusively at M.O.W., further emphasizing its importance in the international arena.
The fair's strong appeal was reflected in the visitor numbers for 2024: attendees from 73 countries participated, surpassing previous years. Following Germany—where visitor numbers increased—other highly represented countries included the Netherlands, France, Belgium, Italy, Switzerland, Austria, and Denmark. Overall, international visitors accounted for over 40%.
'We look forward to 2025 and the future with optimism. M.O.W. will continue to be a place where innovations thrive and new ideas emerge. We will maintain our focus on the mid-market and work to anticipate changes and developments, providing our exhibitors and visitors with the best possible platform for the success of each individual participant and the industry as a whole,' emphasizes M.O.W. Managing Director Bernd Schäfermeier. 'This anniversary would not have been possible without the support and dedication of many people. Our special thanks go to our loyal exhibitors, visitors, and retailers, the founders and initiators, our strong exhibition team, diligent service providers, creative minds, and media representatives who accompany us on our journey.'
More information:
M.O.W.
[email protected]
www.mow.de