World promotion of Made in Italy - HOMI Lifestyle


The exhibition, scheduled for 19-22 September 2020 at the Fiera Milano (Rho), will be the only Italian appointment in the sector for 2020. An opportunity to start again and take stock of the changes in trends and consumer habits taking place, the event will host exclusive, timeless proposals from Italy’s rich manufacturing sector that have always fascinated the international markets, as the international buyers interviewed at HOMI pointed out.

After the recent health emergency, Made in Italy is taking charge again, starting with Milan, the design capital. HOMI Outdoor - HOME&DEHORS - the sole Italian trade fair in this sector for 2020, in fact - is taking on an increasingly strategic role for brands that will present their products in September, distinguished by an extremely qualified collection of proposals, and an expression of the highest craftsmanship and Made in Italy production.


HOMI Outdoor-HOME&DEHORS will be an opportunity to start again and return to meeting sector operators, discovering styles and innovation in the world of lifestyle: objects and accessories for the home, unique creations made by Italian artisans and companies who export Made in Italy design throughout the world. From glass, blown, shaped or embroidered like a precious, fluid material, to metals, rough or worked, wood, earthenware, ceramics and fine finishes.Exclusive table sets, accessories for home decoration, furnishing accessories; and also everything new in textiles and fragrances and an innovative capsule dedicated to the outdoors, that reflects the growing fusion between the various ways we use our homes, in a continuous cross-referencing between “indoors and outdoors”.

“HOMI Outdoor HOME&DEHORS represents an important framework for enhancing the companies committed to pre-empting trends and promoting Made in Italy throughout the world” - confirms Marco Costoli, President of Centrovetro -The difficult times that we are still experiencing have deeply affected all of us businesspeople, but has not dented our desire to get things done. Actually, it has focussed even more attention on those values of beauty and uniqueness that have always distinguished our production chain. Exhibitions are a unique business moment and now, more than ever, fundamental - for Italian companies of all sizes - to be present and act to demonstrate, also through HOMI, the importance of our production and to return to show to the rest of the world our desire to amaze”.

Made in Italy and quality are also essential resources in the recovery for Giovanni Coppo - Sales & Marketing Director of Sambonet Paderno Industries:“We are facing up to the recovery with enthusiasm. Companies like ours have a responsibility towards the whole sector: giving value to the tradition of brands,

while, at the same time, pursuing technological innovation in terms of production and digital transformation are all stimuli and opportunities to which the market is today particularly sensitive and on which we focus with enormous confidence. Made in Italy is, and will remain, the emblem of beauty and of our manufacturing excellence, able to inspire and excite every consumer. The public is increasingly aware of the intrinsic values of every product and the importance of relying on recognised brands. The brand in fact is a simplifier of choices and - in this delicate moment - an absolute guarantee in terms of safety”.

A proposal - the one set out at HOMI Outdoor-HOME&DEHORS - which gathers together the changing needs of the market by giving prompt replies to the requests of the system players, as is evidenced from a survey conducted on several selected buyers from the Middle East and Central Asia.

Wahid Halabi, Managing Director, Details Trading WLL Bahrain predicts more awareness and attention to price in response to lower purchasing power and to a consumption model that is more oriented towards need and less to impulse buying”it is not so much the needs that have changed as the scenario that imposes different models and new needs. The success of online platforms and digital purchases even post lockdown confirm this new awareness on the part of the consumer that companies must necessarily take into account“. The value of Made in Italy and the relationship with Italian companies, thanks to a loyalty forged over time, has remained unchanged in Bahrain, and according to Halabi will remain unchanged, excluding the uncertainty related to the changes in purchasing power. 

Attention is fully-focussed on the price point for Diego Benedetti - Business Development Manager of IHDG Furniture Dubai - who suggests the development of smart new collections to be competitive on the market. Real difference, however, is still valued today, like Made in Italy “which continues to be very much appreciated, despite the fact that the price variable is critical: famous brands and exclusive products, however, have their well established niche in the market and they won’t need to change their strategy“.

The demand does not change but again the dynamic does for Wael Al Khatib - General Manager & Partner, La Villa Boutique - which records a steady, lively market, with a greater attention to price “which, at the expense of quality, is becoming the true discriminating factor for the consumer. Our company works mainly with Italian partners and has customers in Arab countries who appreciate Made in Italy: today’s criticality lies in the fact that many Italian companies, in order to reduce costs, have relocated production to China, indeed causing damage from the point of view of quality. The effects were also seen at HOMI where all the companies who have maintained high standards and Italian production have been able to better stand out and confirm their original appeal compared on the other hand to those who, having outsourced, have proposed a less original product, albeit in compliance with the qualitative standards ”

HOMI will make a broad range of products  available, by addressing a very wide audience that includes international buyers, retailers and distributors, but also looks to the best architects and designers - interior & exterior designers - who can find suggestions, tips, as well as courses at the exhibition, and useful information for understanding the trends of the sector.

In addition, the exhibition will offer many opportunities of training, discussion and updating, for a sector, that of home styling, which requires continuous information on new products, original creative expression, new distribution channels and promising emerging sales strategies in terms of efficiency. Scheduled events include a cycle of conferences for a veritable state of the art on the mingling of outdoor and indoor areas, in partnership with the magazine Platform Architecture and Design and with the Order of Architects.

Appointment with HOMI Outdoor-HOME&DEHORS from 19 to 22 September, 2020 at fieramilano (Rho).

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