Market Insights from SICAM

Interview with Head of Marketing and Sales Frederick Svensbergh

Spaljisten's team recently attended SICAM, one of the most important events for the furniture industry where innovation, technology, and design meet. With over 700 exhibitors and visitors from more than 9,000 companies across 113 countries, the trade fair provided a unique opportunity to explore global trends and new technologies, while maintaining the fundamental personal meeting with customers and suppliers.

Frederick Svensbergh, Spaljisten's Head of Marketing and Sales, shares his reflections from SICAM and what these insights mean for Spaljisten moving forward.

Advancements with the Materials

Frederick begins by highlighting the increased interest in this year’s fair compared to previous few years. Despite the current challenges the European market is facing, there are considerable developments happening in the industry. 

One of the more interesting technological advancements Frederick observed at SICAM concerns the development of foils and especially imitations.

“Imitation foils continue to evolve, making significant advancements in both visual appeal and tactile sensation,” he explains.

Melamine, in particular, has seen an increase in attention. The material has evolved from being a low-cost option to one with improved quality and aesthetic credibility, especially in imitations of wood, stone, and textile structures.

Market Trends

Sustainability, previously one of the most used selling arguments, now takes on a more realistic tone.

“Sustainability used to be much more in focus, but now we see a more sober approach to it. It might even be that sustainability has become an implicit expectation,” says Frederick.

Aesthetically, market trends are moving towards more earthy and muted tones, also in wood textures. Unlike in the past, where wood imitations in natural tones were dominant, now various colourful shades are becoming more common.

High-gloss surfaces are losing popularity, while matte and wood imitation surfaces are on the rise. Frederick believes that imitation products will become even more realistic, but they won’t be the ones driving sales volumes. According to him, matte foil-wrapped surfaces will push sales in the coming years. However, he underscores that high-gloss wrapped doors remain popular in certain European markets and will continue to be an essential part of the product mix.

Opportunities for Spaljisten

SICAM 2024 has provided Spaljisten with valuable insights into technological advancements and market trends. While Europe faces economic challenges, there are optimism on other markets and opportunities for product development.

“We have the potential to differentiate ourselves by improving our ability to handle smaller volumes and offer shorter lead times. Customers are pushing on lead times and for smaller batches, in addition to the price, of course.” Frederick says.

What awaits Spaljisten in the near future is continuing the on-going work on increasing flexibility, sustainability and efficiency in production to meet our vision of being a first-hand choice producer of foiled fronts.