MAISON&OBJET Announces Two Strategic Partnerships to Unlock Chinese Market to M&O Community

As of September 2018, new international business opportunities will be available to exhibitors at MAISON&OBJET. The professionals-only trade fair is proud to announce that two strategic partnerships have been signed with, Inc and Hongkong Land, China’s leaders on the retail and commercial real estate markets respectively. Coordinated efforts between Paris and Beijing will provide a chance for a number of the fair’s most emblematic brands to break into an attractive, yet sometimes treacherous market. New Business Connection Linking MAISON&OBJET and China

With a community estimated at more than 300 million active customers, is the largest retailer in China, online or offline. The company offers a wide range of high quality, authentic products, spanning a variety of categories – high-tech, luxury, fashion, interiors and foods, among others. The brand’s Home & Life section dedicated to interiors has seen significant growth lately, a trend that positions to become China’s largest furniture retailer within four years.

The partnership signed with MAISON&OBJET was formed to help identify high-potential European brands with a distinctive creative or technical quality.
In January 2018, MAISON&OBJET’s teams helped the company get in touch with more than a hundred exhibitors. In September, will take things one step further with a dedicated stand at the fair. Located on the balcony of Hall 6, the 120-sqm space will feature a selection of the company’s offering. Representatives of the company will also be available to meet with exhibitors wishing to expand into China.

M&O Design Pavilion at WFC, Beijing: Pop-Up Store by MAISON&OBJET

Hongkong Land is a leading group specialised in real estate investment, management and development, operating in the largest cities of the Far East. In Beijing, the group recently inaugurated the new WF Central mall, which attracts more than 150,000 visitors daily.
WF Central has invited MAISON&OBJET to present its own exhibition, featuring a selection of some 30 European, Asian and Australian brands. Set to debut during Beijing Design Week, following another exhibition by the Serpentine Gallery, and covering some 700 sqm, the M&O Design Pavilion at WFC will be the illustration of MAISON&OBJET’s comprehensive offering. Open ​from 16 September until 18 November​, the Pavilion will include an exhibition of five MAISON&OBJET Designers of the Year (Philippe Nigro, Eugeni Quitllet, Tom Dixon, Nendo, André Fu) and a selection of products by brands like Alessi, Bleu Nature, Ethnicraft, Ibride, Magis, Mr & Mrs Fragrance and Seletti. Chinese consumers visiting the exhibition will be able to order products and have them delivered to them by WF Central a few days later. This B2C event is a chance for brands little known in China to test their products with the local market directly. With MAISON&OBJET’s help and logistic support offered by WF Central, this is a unique opportunity for these European brands to gauge the actual potential of their collections in the country.

“​MAISON&OBJET’s ambition has always been to help professionals make new connections and to facilitate business growth by offering a chance to engage with industry leaders both during the events and in between. The partnerships with and Hongkong Land are an illustration of two distinct, but complementary approaches to the Chinese market. They lay the groundwork for long-term collaboration and may very well inspire similar operations in other countries.​” Philippe Brocart, Managing Director of MAISON&OBJET.


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