Export Furniture Fair (EFE) - The Malaysian Show Buyers Cannot Miss

Posted in International on Tuesday, 10 September 2013. Print

Malaysia, a country well-known for the manufacturing and export of quality furniture products will once again play host to international buyers in March 2014. The leading furniture export fair organised by a local national association, the 10th edition of Export Furniture Fair (EFE 2014) will be held from March 5-8, 2014 at the Malaysia Agro Exposition Park Serdang (MAEPS). FFE talks to Ms. Sally Liew, the newly appointed general manager of the EFE show.

Export Furniture Fair (EFE) - The Malaysian Show Buyers Cannot Miss
— by FFE

(in the main picture) Guest of Honour YYB Dato Sri Douglas Uggah Embas,Minister of Plantation Industries and Commodities with Mr Richard Ko, Chairman of EFE and other VIPs at the launching of EFE 2014

Tasked with the responsibi lity to oversee, lead and guide the EFE organising team to better the next show, Liew is confident to bring EFE to greater heights. Well versed with the Malaysian furniture industry and coupled with an excellent record of fast-track growth, Liew is known for her high energy, creativity and management abilities.

One of her immediate priorities as the new head of EFE is to reinforce the show’s position as a mustvisit event for global buyers interested in Malaysian furniture. In the long term, she hopes to have EFE help the industry promote Malaysian furniture to every possible market worldwide and to have Malaysian furniture become the product of choice for international buyers.

Launched since 2005, EFE has grown stronger with each edition. It has held up well despite the challenges posed by almost a dozen shows in the region held within the same month of March yearly. EFE 2014 will be its 10th edition and held at the Malaysia Agro Exposition Park Serdang (MAEPS), where the show has been located for the last 5 years.

Most international visitors to the Malaysian show are already familiar with MAEPS. It is located within a 25-minutes drive from the Kuala Lumpur International Airport (KLIA) and approximately 20-minutes drive to Kuala Lumpur city centre being linked by a network of expressways. More importantly, to buyers from out of town or overseas, the venue is flanked by some great hotels, including Shangri-La and Marriot as well as home-grown names like Cyberview Lodge, Equatorial and Palm Garden IOI Resort.

The EFE 2014 Team led by Ms Sally Liew

According to Liew, EFE 2014 will be more than 60,000sqm with more than 200 exhibitors and to attract more than 9,000 trade visitors, both local and abroad. Its last edition this March received a total of 8,513 visitors from 115 countries. The show closed with an estimated sales of more than USD 680 million. Visitors came from all over the world.

Presented by the Malaysian Furniture Entrepreneurs Association, a national body consisting of 13 state furniture associations, EFE is a showcase for some of Malaysia’s best furniture companies and products. With EFE being “not-for-profit”, it channels much of its resources to serving its exhibitors and buyers. Fully endorsed and strongly supported by the Malaysian government and many of its agencies since the show started nine years ago, the organisers have been providing very competitive rates for booths. This lessens the financial burden on many local manufacturers and enables them to focus on investing in the development and marketing of their products.

“Most buyers who have visited EFE remember the show for its wide variety of products from all categories showcased. EFE 2014 will be no different” said Liew. Key exhibitors at EFE 2014 will be leading manufacturers of wooden products, sofa, outdoor furniture as well as suppliers of furniture parts and accessories. On show will be a wide range of contemporary styles and perennial favourites including bedroom and bedding, dining table and chairs, living room furniture, office systems and office chairs, sofas, children furniture, kitchen, occasional, outdoor and garden, accessories etc.

With greater environmental awareness, more furniture geared toward green can also be expected at the show next year. To promote the forthcoming edition, the organisers has committed to an aggressive international advertising and promotion campaign. Its publicity efforts will kick off soon with the presence of EFE promotional booths and personnel at major exhibitions and their advertising messages via leading trade media around the world.

“For EFE 2014, we will continue to provide the high level of service available since previous editions. Our key aim is to enhance the experience of international buyers visiting EFE, not only hassle free but enjoyable and fruitful. For example, visitor online registration is available via our website. Buyers can also surf our website for information on our complimentary shuttle service from the airport to showground as well as between the showground and official hotels”, Liew highlighted. “There will also be meet and assist services at the two airports, both KLIA and LCCT the low cost terminal to welcome overseas buyers. Within the exhibition showground, we will have a premier lounge providing a place to rest and complimentary food and beverages to international buyers. These are just some of the many features EFE 2014 offers to our visitors”, she added.

With the cost of production rising in competing countries such as China and Vietnam and in turn products pricing heading northwards, Malaysia has been regaining favour amongst international buyers. No doubt still not quite on par with its competitors in terms of pricing, Malaysia offers greater variety and reliability. Liew concurred. “Malaysia furniture is more competitive than ever. For example, the Government’s control over the quota of raw material (wood) export has played a vital part to ensure the availability of raw material at home. Malaysian manufacturers enjoy the advantage of raw material cost competitiveness for the moment. Furthermore Malaysia manufacturers have more offerings of wooden furniture with great variety.” EFE will continue its role as a great showcase of top quality Malaysian furniture and visitors expect another great show in 2014.

A sucessful launching, prelude to a sucessful EFE 2014


Export Furniture Exhibition (EFE) is organised by the Malaysian F u r n i t u r e Ent repreneur s A s s o c i a t i o n (MFEA). Both the event and the association are helmed by new board of directors. Below are some excerpts of comments by Mr. Richard Ko, CEO of IB Sofa and the new President of MFEA and Chairman of the new EFE board of directors. “EFE is proud to have served the Malaysian furniture industry well for the last 9 years. As the show grew, so have our strengths. We envisage EFE 2014 to be even more successful than previous editions. Capitalising on past successes, we are confident to attract more buyers this time round. Many of the exhibitors’ factories are located within a few hour’s drive from the fairground. This allows keen buyers to have a quick check on its prospective suppliers’ facilities, to understand their strengths and capabilities or simply to view more products. This both builds confidence and also helps reduce any risks that may arise from buying from an unknown exhibitor at a show.” “Over the years, Malaysian furniture has gained a strong reputation for high quality, affordability and variety. Malaysian furniture is highly sought after by global buyers and EFE is the best platform for buyers and sellers to meet. On behalf of my board and my organising team, I would like to welcome everyone to EFE 2014”.

Tags: EFE, malaysia


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