The Danish furniture industry is renowned for its innovation, craftsmanship, and collaborative spirit. When imm cologne announced its cancellation for January 2025, 10 prominent Danish brands seized the opportunity to come together and create their own event: Together 2025. In this exclusive interview, Anders Skovbølling, CEO & Partner of Guardian, shares insights into the company's journey, the vision behind the new event, and what visitors can expect from the inaugural showcase.
Anders Skovbølling.
Can you tell us more about the history of your company and how it was founded?
'It all began over 25 years ago when we started to import fabric protection from our then-namesake in the USA. We got it to Denmark in 19-litre cans, which we sold to furniture stores in Denmark so they could treat the furniture they sold. Today, we have a wide range of products, all produced at our own factory, covering all furniture product groups and materials that require maintenance, and we sell our products in more than 30 countries under the name "Guardian," as well as under private label names, to major international furniture retail chains and furniture producers.'
What prompted the organisation of "Together 2025," and why was it decided to replace imm cologne with this initiative?
'I am sure all 10 brands participating in "Together" would have exhibited at imm cologne. But it got cancelled, and because of that, we are doing "Together". Not as a replacement, but instead of the imm fair. This new collaboration reflects the strength of the Danish furniture industry on the supplier side. While we are often competitors, "fighting" for the same customers' time, we have come together to create a shared platform that benefits our customers. The goal is to offer the same convenience and inspiration as a major trade fair, but in a localised setting.'
How is the collaboration between participating brands structured, and what does this mean for the experience and overall atmosphere for visitors?
'To ensure a seamless experience, the event will provide organised transportation between showrooms and assistance with accommodation. This thoughtful approach makes it easy for visitors to engage with all the participating brands, explore their latest collections, and forge meaningful business connections.
On Wednesday, January 15th, we will also host an exclusive invite-only B2B event at the Scandic Hotel in Silkeborg. The evening includes a trend seminar by Michael Cleghorn from MC&CO (Australia), titled "Moodboard of the future – through the lens of AI," offering valuable insights into the future of design.'
Are there plans to make "Together 2025" an annual event, or is it intended as a one-time showcase?
'All traditions start with the first time. I hope that this first time of "Together" will be a success and become an annual event in the years to come, showing that even though Denmark is a small country, we are strong players in the international furniture market.
I am excited, and at Guardian, we look forward to showing our updated visual identity on our products. It has been a long process, but it has turned out great. We are looking forward to showing it - and of course, we hope that "Together" will give us the opportunity to start working with new customers, showing that you only need one supplier, Guardian, for care and maintenance products for furniture. We will be ready to welcome you at Innovation Living in Randers, where Dan-Form will also be present.'
Together 2025 will be held from January 13 to 17, 2025, in collaboration with 2connect, CoreOne, Dan-Form, Frandsen, Flexa, Innovation Living, Tenksom, Trade Point, Guardian, and Unique Furniture.
More information:
Together 2025
www.together.furniture
Guardian
[email protected]
www.guardian.dk
Denmark