As Polipol Managing Director Marc Greve explains on the fringes of the fair, the almost complete involvement of all relevant market participants draws corresponding numbers of trade visitors, while the direct competition encourages all those involved to get even better. Among manufacturers of upholstered furniture, Polipol is one of the market leaders in Europe, represented with various brands and sales channels in almost all price segments and styles. The group is using the current fair both to present new models and to show the various worlds of living represented by the individual brands even more distinctively. The aim at the fair in Cologne, as well as the in-house exhibition in Diepenau, which has just been expanded once again, is to provide dealers with inspiration for the displays in the furniture stores: “Our approach is clearly target-group oriented, and that should also be evident. At the same time, we want to provide ideas to ensure that the exhibitions in the furniture stores don’t all look the same,” says Greve. In another important area, Polipol is working on achieving a maximum delivery time of four to six weeks throughout the whole of Europe, to be better placed for the export market. In terms of models, Polipol’s main focus is on the range of products and functions. An important role is played by the “wall-away" function which has been enthusiastically received by dealers and consumers since its introduction, and is now to be found more frequently throughout all the collections.

Polinova and Zehdenick

So too in the Polinova collection, where the “Comet” model has been equipped with this innovative fitting, which permits close-to-wall placement despite the reclining function. In addition, with the “Cubic-L“, the company is presenting a modern line based on an entirely new frame with a low back. The expansion of leather competence initiated in autumn has continued, shown here by “Aurelia“, with high-quality leather remaining an important topic the current trends for new functional fabrics. The new leather quality represents the advance into an area which is completely new for this brand. In Cologne, the Zehdenick world of living has been extended once again with a number of new models; primarily modern topics are the central focus, with the wall-away function playing a major role here too. The base frame of the “Regis” model can even be combined with an additional bed function, allowing more flexible use.

Megapol and Polipol

With the young brand, Megapol, the focus in Cologne was on the width of the range. A huge diversity of products was on display, such as the new model, “Beauty” with numerous functions. The base frame for this collection has also been expended. Everything continues to centre on the value-for-money aspect, of course, which, like the design themes, is set to convince a broad customer base. At Polipol, traditional consumption meets modernity, as confirmed by the “Riga” model. At the same time, the trendy boxspring topic has been further expanded. With Polifit too, the focus of the new model “Galea“, is primarily on high-quality seating comfort, one of the core competences of the Polipol Collection.

Hukla and Michalsky

With Hukla and the Metropolis design collection by Michalsky Living, the Polipol Group once again presented its two consumer brands in Cologne, Hukla even had its own stand. Visitor interest concentrated mainly on the new programme “VarioRelax“, which perfectly complements the manufacturer’s reclining armchairs in various worlds of living with equally sophisticated functions. The primary consideration was seating comfort. High-quality, particularly-durable foams cater to individual customer wishes. Last year, Polipol optimised the marketing system with the design brand “Metropolis by Michalsky Living“ which was particularly well-received by the trade. Partners now have greater freedom in terms of presentation and advertising, a concept which has contributed greatly to the success of the other Polipol collections. In addition three new sofa models were presented - “Ibiza”, “Costa Rica” and “Paris”. The collection is also complemented with its own armchair system, “Sao Paulo“ featuring particular flexibility with three different backrest and armrest options.

Thanks to the many new products and convincing concepts, the Polipol Group sales team was able to look back on well-filled order books after seven fair days. “imm in Cologne has once again proven itself as the most important market place for upholstered furniture. And it is becoming increasingly international as foreign purchasers see just how well the German furniture market functions,” said Marc Greve at the end of the fair, with obvious satisfaction.
Arnd Schwarze

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