According to the estimates of SUN, the International Exhibition of Outdoor Products, the economic value of the Italian Outdoor Living business amounts to 1.231 billion EUR in 2010. If combined with the Gardening business, such value rises to 4.35 billion EUR.
The previous global Living& Gardening survey for 2008 pointed out to a total value of 4.25 billion EUR and constantly growing.
While this is not a huge increase in absolute terms, it is significant if compared against other spending habits and behaviours of the Italians, including their propensity to buy indoor furniture (a sector in trouble).
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“We notice that the market that is closest to the exhibiting and cultural contents of our show is growing with respect to this macro-item,” says Sergio Rossi, CEO of Fiere e Comunicazioni. “In 2008 the market value of outdoor furnishing and equipment amounted to 1.202 billion EUR. Today, 2 years later, it totals 1.231 billion EUR, after growing to 1.217 billion EUR in 2009, about thirty million EUR more vs. 2008. It is expanding then, albeit slowly and despite the general economic downturn.” |
“We are truly satisfied about these numbers,” continues Sergio Rossi, “because they bear evidence of the vitality of a young, constantly evolving market and of the interest of end consumers, who enjoy taking care of their outdoor spaces.
“The most important items for us include garden constructions (greenhouses, pergolas, curtains, shadings, gazebos, floors, etc.), which account for 15.6% of the total living & gardening business, as well as, obviously, outdoor furnishing and accessories, which account for almost 13% of the total living & gardening business.” This product group also includes barbecues, furnishing, decorations, sun-umbrellas, and a variety of accessories. |
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“The growing market share of the contract/hospitality business is highly significant,” explains Sergio Rossi. “This channel is constantly developing, and 35% of outdoor furnishing, accessories, and structures are meant for this kind of business.”
SUN 2011 will therefore include a theme-specific show called SUN_Contract, where operators will find the most comprehensive and glamorous range of products to offer top-level outdoor style and comfort, similar to indoor spaces. |
“In the contract sector, on one hand outdoor outfits announce the style of the interiors and, on the other, respond to a wish for outdoor living that is by now a true lifestyle and, as such, capable to affect, drive, and direct the market,” concludes Sergio Rossi.
“In the residential sector, outdoor spaces are an integral part of a typical interior ambiance. Open-air areas promote relationships, and are enriched with the migration of indoor furniture and with flexible, cross-functional solutions.”
Such cross-functionality is also ensured by the sun-shading business, which will offer a comprehensive display in October 2011 with the other international review combined with, and organized at the same time as SUN, namely Tende e Tecnica, the international biennial exhibition of curtains, shadings, fabrics, and energy saving, now at its 6th edition, and recognized, in the past couple of editions, as the second most important show in the world for this business.
The exhibiting range is extremely broad and significant and covers the entire outdoor sector on a 120thousand sq. m. surface in 16 halls, with approximately one-thousand expected exhibitors.
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“The 3 dimensions of comfort, space, and lifestyle are shared across the main themes and contents of SUN and Tende e Tecnica: temperature, privacy, light, look, functionality, new spaces… the dwelling space expands from public or private dehors to bathing areas, from airport platforms to pedestrian ways, from stadiums to new facades, from balconies to urban furnishing, from reception facilities to sport clubs and spas, from hotels to resorts, holiday villages, residences, clubs, public concerns, camping parks, etc.
Covers on one side and furnishing on the other, with design, finishes, accessories, and outfits, allow to experience in a new and comfortable way spaces that are otherwise unused or underused, including, public, private, residential, and hospitality ones.” |
An international event that includes other novelties in addition to SUN_Contract: also within SUN, more focus will be made on the outdoor floors and pathways sector with OUT_Floor. The basic offering of Tende e Tecnica is then integrated with 2 important areas: one dedicated to the evolution of covers meant as textile architectures (Architetture Tessili, including small and large covers, tensile structures, shapeable architectural materials…), and the other called Tessuti e Tendenze, dedicated to a selection of fabrics, including technical ones, for indoor and outdoor use. New product horizons that find their optimal location in the ideal and physical continuity of the display at both events.
Giosun also deserves mentioning. This is a must for the international market of outdoor games, entertainment, and learning, now at its 26th edition and capable to attract international producers and licensors, as well as all private operators, both public and private, in the outdoor game pipeline, including shop owners, public administrations, designers, the hospitality sector, bathing establishments, etc. |
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Save the date
October 20-22, Rimini Expo Center
SUN, the International Exhibition of Outdoor Products, closed the 2010 edition with a 12% increase of the covered surface, 18% more exhibitors, 25,000 visitors (25,117, +4%), and a substantial increase of foreign operators (+31% from 56 Countries)
T&T, International biennial exhibition, closed the 2009 edition with over 17% more visitors, for a total of over 10thousand, including +4% from abroad
www.sungiosun.it
www.tendeetecnica.it
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