Formex grows as the buying journey evolves

The August edition of Formex welcomed nearly 20 more exhibitors than the previous year and expanded across several hundred additional square metres. At the same time, the fair highlighted how the role of the physical meeting place is changing. As parts of the purchasing process move into digital channels, the days spent on-site are increasingly focused on relationship-building, discovering new suppliers, and business opportunities that begin before the fair and continue long after the doors have closed.

The queues at opening time, the crowded aisles and the activity in the stands led several exhibitors to ask whether visitor numbers had also increased. Although attendance was slightly lower than in previous years, exhibitors reported strong sales, new retail partnerships and meetings with significant business potential. New collaborations and relationships also emerged among exhibitors themselves.

The buying journey continues beyond the exhibition floor

Conversations during the fair pointed to a possible explanation. Companies are becoming more cautious about how many employees they send away from day-to-day operations, while orders can now be placed digitally both before and after a face-to-face meeting. This does not make trade fairs less relevant, but it does change what they are expected to achieve. An in-person meeting does not have to result in an order on the same day to be commercially decisive.

“Visitor numbers remain an important metric, but they do not tell the whole story. This year we saw more exhibitors, a larger exhibition area and an intensity that led many to perceive the fair as busier than ever. Most importantly, we heard about new retailers, sales and meetings that may develop into future business opportunities,” says Sonja Björk Ebert, Project Manager of Formex.

Relationships become part of the business

For smaller design companies, participating in a trade fair is a major investment, and direct customer contact is essential. Cecilia Eduards founded the Gothenburg-based bag and accessories brand Eduards Accessories in 2013 and has exhibited at Formex periodically since 2015.

“Formex has been an important part of our brand journey. Meeting new customers is naturally valuable, but so is meeting the people we already work with and otherwise mostly speak to on the phone. There is something enriching about meeting in person,” says Cecilia Eduards.

For buyers, the value often lies in the unexpected: discovering producers and products that have not already appeared in their usual channels.

“I always meet five to ten new suppliers at Formex. Here I find unexpected products and companies that I would never encounter elsewhere in such a concentrated setting. That is incredibly important in my work,” says interior designer and stylist Lena Nyholm.

Less decoration, more context

At the same time, exhibitors are looking for more than rows of sales booths. Through dialogue before and after the fair, attitudes toward the shared spaces have shifted. Curated exhibitions and practical workshops are welcomed when they provide direction and add value to the overall experience, as long as they support the content rather than overshadow the business.

In August, this was reflected in a 112-metre-long exhibition featuring children's drawings, a new workshop area where exhibitors hosted their own programme sessions, and opportunities to experience craftsmanship up close. At Iris Hantverk, a brush maker demonstrated the craft in front of visitors, turning the production process into a natural starting point for conversations about materials, expertise and the value of handmade products.

“In the past, exhibitions and shared areas were sometimes described as the kind of initiatives a trade fair should not devote resources to. Today they are increasingly requested as part of the overall experience. The lesson is not to fill the halls with more features, but to choose elements that create context and help people connect,” says Sonja Björk Ebert.

Returning exhibitors book again

Among the new and returning exhibitors were companies that had focused for several years on trade fairs in Paris, Germany and other international markets, as well as Danish brands that had not participated in Formex for a long time. Several exhibitors secured both stand locations and exhibition space for the next edition during the event itself.

Formex works closely with a reference group of 10 to 15 exhibitors of varying sizes. According to the project team, the meeting following the August edition was the most positive since the group was established. Clearer communication, closer dialogue and practical improvements related to move-in and move-out logistics were highlighted as areas of progress. The strongest indication of success, however, was that exhibitors were no longer simply evaluating the fair, but increasingly describing it as something they help build themselves.

“We have worked hard to be transparent and to listen more systematically. When exhibitors become ambassadors themselves, the relationship shifts from delivery to partnership. That gives us a stronger foundation for the next edition,” says Sonja Björk Ebert.

About Formex

From 25-27 August 2026, exhibitors and visitors from across the Nordic region and around the world gathered at Stockholmsmässan in Stockholm. Buyers, designers, producers, stylists, architects, media representatives, creatives and brands came together to do business, discover new products and build valuable industry connections.

As the leading meeting place for design and interiors in the Nordic region, Formex is held twice a year and offers a broad exhibitor selection, trend exhibitions, talks, installations and industry discussions. Through initiatives such as Design Talents, Formex highlights the next generation of designers and creates new opportunities for the industry.

The next edition of Formex will take place from 19-21 January 2027 at Stockholmsmässan.