The Cutting Edge™ - June 2004

International Business Development

Thoughts on Xylexpo 2004 By Harold Zassenhaus, WMMA® Export Director ( zemg@erols.com )

Xylexpo, Italy's biannual international exhibition of woodworking equipment and cutting tools, and Sasmil, the country's international exhibition of materials and accessories for the furniture industry took place in Milan May 26-29 in the Fiera Milano. Officially, the two fairs attracted 87,100 visitors (a little over 50% from outside Italy). Xylexpo occupied 64,600 sq. meters with 788 exhibitors (231 from 38 countries outside Italy) and Sasmil occupied 21,300 sq. meters with 402 exhibitors (91 from 22 countries). In broad terms, the size of the fair was about 15,000 square meters larger than the 2002 fair but with about 250 fewer exhibitors. Attendance was about the same. In 2002 both SCM and Biesse did not exhibit and their participation this year probably accounted for the major portion of the fair's increased size.

The vast majority of exhibitors and space occupied are for Italian equipment. While most brand names were those you see at IWF and other major fairs, there were probably 20-30 smaller companies that sold only to the Italian market. Major German companies, such as Weinig, had relatively modest booths.

In 2006, Xylexpo will move to new facilities, currently under construction and slated to be completed early next year. The facilities will be between the city and Malpensa International Airport.

Although Xylexpo did not witness much, if any growth, visitor moods were much better than two years ago, especially from Italians and those outside Western Europe. All exhibitors I talked to were very pleased with their results. Exhibiting members commented on the number of leads received from woodworkers from Eastern Europe, Russia, South America and even Southeast Asia. This underscores Xylexpo's importance as a major European fair, second only in importance and size to Ligna. In summary, Xylexpo is a fair in which members should always seriously consider participation as a long term international marketing strategy.

Exhibiting Members
Nine WMMA® members exhibited, all through their overseas offices or European partners. They included:

Disa	Kremlin	Nordson
3m	Timesavers	Wood Mizer
Black Bros.	Thermoweb	Ecogate