The 1st Decoration and Furniture Exhibition (Decofair) opens at the Jeddah International Events and Forums Center on Nov. 8 expecting to attract over 20,000 visitors. “Furniture sales in Saudi Arabia exceeded SR4 billion in 2008, and the fair will boost the industry further,” said Decofair head organizer Hia Sendi, The projected high attendance of architects, interior designers, and real estate firms reflects, Sindi says, the demand. “It will really help promote the Saudi market and expose designers and dealers to investment opportunities,” she said. “Noted foreign designers will be able to meet with Saudi counterparts.” The fair also hopes to boost sales and trade relations and introduce quick-return marketing research. “Several factors have led to an increase in demand for furniture in Saudi Arabia, like high economic growth, high incomes and a resultant higher standard of living. Other factors would be the construction boom and a high population growth rate of 3.8 percent.” Market estimates put average household expenditure on home furnishing in the Kingdom at between SR30,000 and SR150,000, with many families changing furniture every three to five years. According to Sendi, however, Decofair could help address issues like poor marketing of local products against the powerful ad campaigns for imported goods. “There is also a dearth of research into fashions and customer and market needs,” Sindi said.
