Furniture Fair 2026

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Buyers: war weighs on markets, but demand for Italian-made products remains high

Almost 400 international operators, including 264 buyers, selected and invited by Agenzia Ice to the Furniture Fair

by Giovanna Mancini

26 April 2026

3' min read

Translated by AI

Versione italiana

3' min read

Translated by AI

Versione italiana

Fewer arrivals from the Gulf countries, as was to be expected, and also from some Asian countries, particularly India, due to flight cancellations or price increases. On the other hand, there was an increase in visitors from North and South America, China and Korea, making the Salone del Mobile the most international of Italian trade fairs.

Waiting for the official numbers of the fair, we have a cross-section of the operators selected and invited to the fair by Agenzia Ice, in cooperation with the Fair: the incoming programme brought 395 operators to Milan, including 264 buyers from the main markets of interest and 131 journalists from 35 countries.

The war, with the instability and fears that come with it, is making itself felt everywhere, not only in the Middle East: everyone - from Europe to Oceania - is talking about a slowdown in the market and a phase of suspension, of waiting, yet confirming the interest of their respective markets in Italian-made design, appreciated above all for its quality, its style and the ability of Italian companies to respond to the needs of a sector that is now fundamental in all continents, that of large projects.

That doesn't stop even in the countries closest to the conflict, as Riyas Cherukunnum, procurement manager of Absal John Paul, a construction company in Riyadh that has been working for 15-16 years with Italian companies supplying marble, furniture and everything else needed to realise the most prestigious projects - flats and hotels. "We buy furniture and materials from major Italian brands for 4-5 star projects, while for mid-level projects we turn to local suppliers," he points out. He admits some slowdown in business due to the war, but without any particular repercussions: 'Projects are going ahead, we have some delays in deliveries, but we do not record any cancellations in Saudi Arabia.

From Dubai comes Dan Mounir, art director of Bravacasa Interior, a design studio with 200 employees, who tries to reassure companies about the situation in his country: 'There are problems with logistics, in the shipment of goods, but no projects have stopped, we only register delays in deliveries. I am sure that we will overcome this moment and the Emirates remain an excellent market for Italian companies'. The architect also gives some advice: 'I think it is advisable to increase the volume of products in stock, at least for 2-3 months, to ensure price stability. This would be an important signal to Emirati customers: to make them feel that Italian companies are on our side and support us'.

Among the markets considered strategic by Ice and Farnesina in the Export Plan is Africa: fromk Ghana comes Augustine Lawrence Owusu-Ansah, architect and partner of the Tetteh&Associates studio in Accra. 'There are already a good number of Italian brands doing business in our country,' he explains. 'We work mainly on large projects, particularly hotels, commercial spaces and private residences. The effects of the war can already be seen in Ghana, especially in terms of inflation following the increase in fuel prices. "Even in terms of the projects we follow, shipping and insurance costs, have already increased tremendously," he adds. Of course, the customers who typically buy made in Italy are generally high earners, but the country is already coming from a currency crisis that has reduced purchasing power, and the new crisis therefore adds to the previous one.

The issue of shipping costs is of even greater interest in distant markets, such as New Zealand, from where comes Kristina Storey, manager of Wolf&South, a retailer that works with architects and interior designers mainly for villas and high-end private residences and some commercial spaces. "We already work with two Italian brands," she says. "In New Zealand, European brands, and particularly Italian ones, are highly appreciated for their quality and style, and they are willing to spend more to get these products because there is a very good understanding of their value. It is considered an investment'.

Less worried about the effects of the war says Meriem Youssoufi, architect and ceo of the Design&Deco studio in Tashkent, Uzbekistan. "We realise buildings, hotels, business centres, private villas, universities and schools, offices and headquarters for politicians and parliamentarians... It is a big company, we have seven showrooms and we have been working for years with several Italian luxury furniture brands,' he explains. At the show he is mainly looking for contacts with companies in the classic style, the style in which there is the greatest demand in his country and, more generally, in the Central Asian markets, where there is a clientele with a high spending power, which is now unaffected by the effects of the war.

Giovanna ManciniRedattore ordinario
- @mancinica
Luogo: Milano
Lingue parlate: Italiano, inglese, tedesco
Argomenti: Industria del design e arredo, made in Italy, cronaca di Milano, consumi, industria del commercio, e-commerce
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