“In fairs of such magnitude, it is very easy for companies to get lost in the crowd. However, the Singapore Mozaic brand has helped as it creates visibility and more importantly, the clustering and variety from our Singapore furniture’s finest make us an attractive draw for visitors. We are very pleased with the results of our participation at the events as our local players did well both as a group and individually,” said Mr Andrew Ng, President of SFIC.

At imm cologne in January, Singapore Mozaic joined over 1,057 companies from 49 countries in showcasing the best that the furniture industry in Singapore has to offer and demonstrated its ability to adapt swiftly to changing market needs and to value-add to its business partners. Participating companies were successful in establishing new business leads and in fostering relationships with new customers. Many of the new opportunities were from buyers in search of new manufacturers who are able to meet their stringent requirements of delivering high quality furniture with good design, while maintaining competitive pricing – an important consideration especially in these times. Collectively, the 18 Singaporean furniture companies achieved total on-spot sales of S$8.3 million, with an additional projected S$84.5 million in follow-on sales for the year ahead.

Singapore Mozaic was also well-represented at our very own International Furniture Fair Singapore 2009 / 26th ASEAN Furniture Show (IFFS/AFS 2009) in March and at the Salone Internazionale del Mobile in Milan, Italy in April.

As part of the Council’s efforts in promoting the brand and to generate further opportunities, personalised business matching sessions were also arranged with international buyers during these shows. As a result of these concerted outreach activities, the participating Singapore Mozaic ambassadors garnered many new contacts, potential business leads and opportunities for collaboration with furniture players from all over the world.

The results achieved speak volumes. During the Milan Show, the Singapore Mozaic ambassadors achieved an estimated S$250,000 worth of spot orders, with another S$2.15 million worth of follow-on sales. This is a far cry from the S$60,000 worth of spot orders generated at the brand’s debut at the fair last year.

exit design enjoyed considerable success at Salone Internazionale del Mobile 2009. Three of exit design’s pieces had been chosen for display at the lobby of the hip Nhow Hotel as part of its new exhibition, “CONmunication”. Nhow is a luxury hotel located in Zona Tortona which hosts art and design exhibitions, thus serving as a ‘hotel-gallery’ for
young talents as well as famous designers to express their creativity. The full collection from exit design will also be exhibited at the Not Only Architecture gallery.

Singapore’s Senior Minister Goh Chok Tong and Mr. S Iswaran, Senior Minister of State for Trade and Industry extended their support to the local furniture industry with their visit to the Singapore Mozaic booth on the opening day of the Milan fair – a great morale boost for the Singapore Mozaic ambassadors.

Despite the current economic crunch, the achievements of the Singapore Moziac ambassadors have been very promising. Notably, its participation in international trade shows has further elevated the status of Singapore Mozaic and upped recognition of Singapore’s furniture capabilities in the global arena.

As Mr Joe Carroll, Publisher of the well-respected US trade publication, Furniture Today said: “The marketing efforts of Singapore Mozaic have reached many countries around the world. The comprehensiveness and professionalism of the campaign are already embedded in the industry psyche: Singapore stands for original designs, style and quality furniture. This is Singapore’s unique niche and one that will continue to distinguish it from any other brand.”