Photo: Product photos EMSA Showroom / Erika at Days of Trade – Interior & Design, arranged by Trade Partners Sweden, in Malmö.
Tell us about EMSA Showroom, how did it all start?
After a few years as a regional manager in larger companies and chains in the retail trade, with a lot of personnel responsibility and coaching, I felt it was time to become my own.
I had had shops before and I longed to return to working more with products and beautiful things again, I missed the creative part, with merchandising and building environments. I get that now, both in my showroom and in connection to trade fairs. That my customers are enterprising, creative, inspiring, and wonderful self-employed, is fantastic. The meetings with them provide new energy and wonderful inspiration.
What type of products do you sell and what market do you target?
In the EMSA showroom, there is a mix of both interior design and clothing, a mixed assortment of products that I like, which can fit in several types of stores. There are two clothing collections, M Wiesneck and Sissel Edelbo, both of which have a range that can also fit into an interior design or lifestyle store. The Organic Company has beautiful and functional textiles for kitchens and baths in organic cotton. Les Choses Simples has beautiful scented candles and soaps, handmade in Provence and Cph bags have cool have practical bags that are made of materials from recycled PET bottles. The brands complement each other but also work separately. A store with a mixed and carefully selected assortment can choose to include all brands.
Photo: Product photos EMSA Showroom
What do you think is the most important thing in order to stand out in the market today? And how have you adapted to it?
I believe in a long-term, personal and genuine collaboration, between brands, agents, and resellers. I want the customers who come to the showroom to feel that they get inspiration, ideas but also recognition and security.
A couple of times a year I present the brands in Gothenburg and Skåne, I also participate in smaller fairs together with other agents, and travel with the collections, for those who do not have the opportunity to be seen in the showroom.
Now during the pandemic, it has also become more relevant with digital meetings, which also turns out to work really well. A couple of the brands also have nice B2B shops, when the customer needs to complete an order.
Do you see an increased need from the stores to be able to offer a wider assortment, which includes both fashion and interior design?
I do not know if the need has exactly increased, but that is at least how the agency is structured. I myself have had stores before and that’s how I would like to have it myself if I started a store today. I notice that more and more stores today mix the assortment. Many who come here to look at a brand, also discover more and get new ideas for their store when visiting a showroom. I also have a lot of other industries, such as salons, yoga studios, and flower shops, which buy parts from the assortment and mix with their business. So I strongly believe that the end customer in the store today will be more loyal and also expect an experience during their visit.
Photo: Product photos EMSA Showroom / Erika at Days of Trade – Interior & Design, arranged by Trade Partners Sweden, in Malmö.
The issue of sustainability is high on the agenda, how is it in your industry and how do you work with sustainability?
Yes, that’s important. I work with several different brands, all of which stand for sustainability and long-term in one way or another. For example, The Organic Company, which produces textiles for kitchens and bathrooms, has 100% so-called GOTS-certified cotton in their whole assortment, and the idea of sustainability permeates the entire brand. Sissel Edelbo, who makes kimonos and dresses from recycled Indian saris, also stands for durability, as you reuse beautiful fabrics that already exist. Everything does not have to be newly produced. The bags from Cph bags are made of material from recycled PET bottles.
Well-thought-out collections with good quality and timeless design, also stand for long-term, I think.
If you were to look into the future, what do you think the development looks like for the interior design industry?
I still believe somewhere in the meeting with the customer, despite all the online shops that are increasing. It will be a combination I think. But the customer will review their needs and plan their store visit, where she then wants a total experience, get inspiration and get professional help and feel free to get a personal treatment as well.
EMSA Showroom on social media
Instagram: @emsashowroom
Facebook: @emsashowroom