Kleine Fabriek # 11: “The best ever"

"Kleine Fabriek seems to attract extreme weather. The January fair saw Amsterdam cloaked

in snow, and last week temperatures swung in the other direction, soaring to 30°C. Fortunately, the 5,000 visitors inside the RAI hardly had time to notice, instead concentrating on the more than 400 brands exhibiting in the redesigned, air-conditioned complex. This year saw more than a quarter of those visiting coming from outside the Netherlands and the words “the best Kleine Fabriek ever” were heard repeatedly, as the event continues to grow in reputation on the international stage.

The 11th edition of the fair was bigger and better than ever before. More floor space, a fresh layout and a new stand construction system meant a sleeker, sharper, better organised Kleine Fabriek. Hennita Sikkema of concept store Kindlief in Dronten said: “You could see exactly what you were looking for in every corner. The big names and jeans brands were kept together, as were the baby and children’s brands, the accessories and the hip up-and-coming labels.”
 
The overall look, including the design and décor, had also been revamped - and the response was instantaneous. There was a run on the redesigned KF bags, as well as multiple requests for other KF-branded products from T-shirts down to the patio tables. Unfortunately for those wanting to take home their own pieces of KF furniture, these were all designed exclusively for the event. The furnishings were the first thing to catch the eye of Nicole Burges-Damsté from Blemish. “The fair’s decor was excellent yet again,” she said. “Really inspiring. I’m very happy with the stands and those new racks; much better than before. I’m so happy to be a part of this!” Marcel Roffelsen from Moodstreet was also very positive about the new layout. “When we arrived early on Friday morning, everything was ready. My compliments to the organisers. We’re delighted with our three stands, and I’m hopeful that the fair has brought us a number of new customers, which we were hoping to attract.”  
 
Many other exhibitors were also effusive about the professional success of the event. Jacqueline de Koning, from the new Royal Lounge Junkie, said: “We were visited by lots of stores that I’d like to add to my CV; brands we’d like to be associated with.” Leonora Nieuwenhuizen from Mimpi was also very enthusiastic. “There are a lot of stores where I would like to see my products!” Maarten Klaassen from Claesen’s attracted many foreign customers. “I’ve been rushed off my feet since this morning; I’ve hardly left the stand. We have added a lot of German and Belgian customers to our clientele, which is great!”
 
Of the 5,000 visitors to this July’s fair, 26.8% came from outside the Netherlands. 36% of the foreign visitors came from Germany, with the Belgians coming in a close second at 23.5%. They were followed by Italy, France and Spain; and Japan, Russia, Hong Kong and Singapore were represented as well. The exhibitors’ party on Sunday evening at Strand Zuid even had an exotic air, thanks to the international participants, warm evening sun, Disco Dave’s tunes and the full barbecue. Arine van der Neut from Design Heroes was in a fantastic mood. “We were extremely busy at the trade fair. Everything was organised perfectly – the lunch, our stand, the furnishings, the exhibitors’ party… But, of course, the most important aspect for me was everyone’s enthusiasm for our new collection!”
 
Clever marketing and smart stand design ensured that even brands with a high profile garnered new followers. Manon Boxelaar from Desigual was surprised that so many people were still unfamiliar with the brand. But her eye-catching stand made from old fruit crates surely changed that. “There were so many positive reactions to the stand; some retailers even wanted to use the idea in their own stores. We received a large number of new requests at the trade fair; 45 new stores yesterday alone.” Bert of the Belgian brand Bertoy went so far as to call it “our best trade fair ever. We sold at least 30 of the Buzzikidz letterboxes, made entirely from recycled PET bottles. We even received an order for our jigsaw puzzle carpeting, which we made for the exhibition for fun!”
 
With over 400 labels, 260 stands, more exhibition space and an increase in international visitors, the organisers of the Kleine Fabriek can look back on a successful summer fair. After the holiday period the challenge begins once more. This time the team will be working towards the 12th winter edition of Kleine Fabriek, with the aim of at least equalling the success of the summer fair. For those who haven’t got it in the diary yet it will be January 16-17, 2011 (the Sunday and Monday after Horecava!). Remember save the date!